Just Say "No" To Business?

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Although vendors will ordinarily work overtime to satisfy the wants and needs of a customer, sometimes it is more important to verbalize one's dignity as opposed to allowing the customer to walk all over you. I have seen many situations in sales and customer assistance where the client relentlessly pushes for the lowest prices and/or maximum benefits, just to earn brownie points with his management. He is not so much implicated with doing firm with a singular seller as much as he wants to look good in the eyes of his boss.

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There are many danger signs to look for in bad firm relationships, lying, cheating, and verbal abuse are but a few. Other telltale sign is when a customer asks for copies of the contracts in the middle of your two firms. This means two things: first, they're screwed up administratively, but more importantly, you are about to be cancelled and supplanted as a vendor.

One of Bryce's Laws states, "The only good firm connection is where both parties benefit." If one party wins at the charge of the other, then you have an unhealthy firm connection which is doomed from the beginning. To preclude such a situation from arising, it is sometimes important to just say "No" to the other party. They may not like it, and it might cost you money, but by saying "No", you are defending the integrity of your firm and yourself.

To illustrate, years ago we were asked to give a sales presentation to a well known Fortune 100 firm in Dallas, Texas. At the time we were marketing a ownership methodology for the make of data systems. To verbalize the confidentiality of the product, it was important for customers to sign a non-disclosure agreement, even in sales situations. We informed the firm in Dallas about this stipulation in improve and they agreed to it. We then booked a flight to Texas and arrived at the firm to show the way the presentation. There were ten citizen scheduled for the meeting who greeted us cordially. As we were setting up for the presentation, we distributed the non-disclosure agreements for signing by the attendees. It was at this moment, the senior employer announced nobody from his club would be signing the non-disclosures but we should trek, with the sales presentation anyway. When we protested we could not show the way the presentation without the signed non-disclosures, they adamantly refused.

This was obviously a situation where the corporate giant was trying to bully the small business. From their perspective, they believed we needed their firm more than they needed us. We explained that due to the ownership nature of our trade secret, we had to take precautions to protect it. Frankly, they didn't care and called our bluff. Without batting an eye, we thanked them for their time, packed up our materials, and left the premises before showing them anything. One of the Texans followed us out into the parking late, apologized for the snafu, and begged us to come back. We said very matter-of-factly and professionally, we could not, thanked him for his time and departed. From our perspective, it was a wasted trip and even though we were not rash or disrespectful, we felt mistreated by the company. Nonetheless, our dignity and integrity remained intact, not to mention the confidentiality of our product. Interestingly, the Dallas firm was still concerned in our goods as they heard many good things about it from our customers. They subsequently called us many times imploring Other chance for a sales presentation, even at their expense, but we respectfully declined their offer. Remarkably, they ended up buying our goods sight-unseen, our only customer ever to do so. They did this because they knew the prestige of both our goods and the company. They may have been much larger than us, but they respected our integrity.

From a marketing perspective, we like to believe "the customer is all the time right." In reality though, this is simply not true, as the customer may have a dissimilar perspective than your own. As vendor, it is your responsibility to be honest and upfront with your client, do not compromise your principles, be tactful and professional, and never be afraid to say "No." One "No" can be more important than 100 "Yeses" if told at the right moment.

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