When a Consumer Behaviour Expert Says “No”
I enjoy watching myself as a consumer, in that slightly schizophrenic way that I encourage everyone interested in understanding customers better to do. If you have the right framework you can learn a lot about the way in which other people make decisions by watching how you make a decision – after all, you’re a person aren’t you?
The challenge is always to split out that part of you that consciously post-rationalises what you do in a totally bogus way. If you can learn to tell yourself that, deep down, you’re smart, sexy, clever and incredibly good at parking a car, you can put your ego to one side for a few minutes and observe what you’re doing as a consumer.
You’ll have a reasonable idea that you’re on the right track when you spot yourself doing things that are impulsive, irrational, poorly judged and altogether a bit dumb.
Recently, I had to choose between two suppliers for a fairly major contract. Both put in a huge amount of work to provide their quotes and I felt both would have been excellent solutions for my needs. But I could only choose one.
So I thought I would give as considered a response as possible to the firm that I wasn’t choosing, in the hope it would help them.
I’ve included it below.
Thank you for visiting me yesterday and providing the above quote in such a timely fashion.
I’m writing to inform you that I have decided to use another company. The decision was incredibly hard and made all the more difficult by the fact that the specifications suggested by the companies I spoke to differed substantially, making a simple price comparison impossible (not that it was ever solely a matter of price).
In your position I would be keen to understand why I had not been chosen over a competitor. In this case it was a matter of finding it almost impossible to make a choice, opting to speak to the firm that I had spoken to first to try and resolve the best route forward and, as a result of that conversation, opting to go with the person who was giving me advice at that time.
During the conversation I was better able to understand the reasons for them recommending the unit they had (a slightly higher specification), was able to appreciate the benefit of features they suggested, and they agreed to add in an additional item. I was happier with the idea of a wired system over a wireless one (given wireless problems we’ve experienced in the past), and they remembered from their visit that the necessary cabling could be routed quite easily.
Of course these differences are changes that could easily be incorporated into your own quote. However, as a consumer there comes a point where the complexities involved risk one never making a decision, and at some point it becomes necessary to “jump in” even though you know that you don’t have perfect data.
I was hugely impressed by your company’s professionalism and, as you’re no doubt aware from your commercial success, my selection of a competitor was no reflection on your approach.
Thank you again for supplying me with a quote
Philip Graves
I think your letter was a good one. If I received it I would, a) Be disappointed because I hate to lose b) Sad for you, because I know you took the lesser choice if you didn’t choose my solution and c) feel that you at least seriously considered your options.
It was a nice letter.
Steve Chambers, The Sales Expert
Sales Eagles – Sales Coaching for high flyers
Great letter. Things have a way of coming back at us. When prospects just go dark rather than sending a rejection letter or calling, they go on the black list.
Christian Haller
The Art of Good Eating
Easy Italian Recipes
Great letter and an interesting post.
Thanks for sharing!
JJ Jalopy.
Coaching Business Advice with JJ Jalopy
How to become a coach
Interesting letter, I wonder if someone at that company will take the time to analyse and appreciate your feedback, or if they will just throw it aside a soon as they find they haven’t been selected.
A question came to mind… Did writing this letter also provide you with a way to confirm – for yourself – that you had made the right decision?
All the best,
Yann
How to Get Organized, Think, and Stop Procrastinating for Small Business Success
Phil,
If I was the receipient of the letter, I would have felt that I didn’t do a strong enough job following up the initial proposal to make myself the #1 choice in your mind. So, it is the losing business’ fault to large extent.
Seize the Day,
Rob
Sales Tactics For Small Business Owners
Personal Asset Protection For Small Business Owners
Interesting post. I too wonder if they seriously considered the letter and also if it was as much for you as it was for them.
Anthony
Radiant Health through Education, Science and Tradition
Philip,
You were gracious in your communication to the company that did not win the job. If I were the owner of that company, I would be disappointed that I did not win your business. But, I would also appreciate the sentiment and the information you provided in your letter. In addition, if appropriate, I would send you a thank you note, and keep you on file for possible future business.
Health, Fitness — Darryl Pace
Fitness Product Review
Hi Phil,
I see you let down your business dates well and graciously also when it simply is not the right match.
Best regards,
April Braswell
Dating Quick Start Expert, Relationship Success Coach
Divorce Support and Bereavement Support seminar, Henderson, Las Vegas
@Darryl Pace
KEEP YOU ON FILE FOR FUTURE BUSINESS!
exactly
You made it clear that it wasn’t that they weren’t a good choice for you all. A good business owner and sales person will stay in touch, follow up, and may even ask for referrals to other businesses where their business model is a better fit.
Like iPhone over Blackberry. the choices were just different.
Best regards,
April Braswell
Dating Quick Start Expert, Relationship Success Coach
Divorce Support and Bereavement Support seminar, Henderson, Las Vegas
Interesting “real life” example, thanks for the offering.
JC
JC
Butterfly Marketing
Thanks for sharing. What a great post.
Lynn Lane
Success Strategies For Life
Success Today
Great letter and great perspective.
Bob Kaufer
If you MOVE like the Tin Man, you will THINK like the Scarecrow and FEEL like the Lion
Philip, Your detailed letter should help the company in future negotiations. Mark
Marketingscoops
GlacierIceCream
Hi Philip
Thanks for sharing with us what happens in the real world with you…always a great insight into human persuasion
Duane
Super-ADVANCED Sales & Persuasion Strategies Proven to Quickly Create a Flood of Money Constantly & Continuously Flowing into YOUR Bank Account Like the Niagara Falls… 100% GUARANTEED!!
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Phil,
You real life example gives us an insight how you make decision.
It also reflects a bit of personality from both sides into the issue. Your letter should be received gracefully.
John Ho
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (WordPress Blog)
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (Money Page)
Philip,
Great letter. I’m sure though the competitor not chosen was disappointed, he/she will have greater insight on how they can improve their business to better address customer needs and wants in the future. How rare it is to find someone who goes out of their way to help someone like you did.
Pam
Invest in Your Future
Great Minds, Great Wealth: How to Raise your Return, Reduce your Risk, Cut your Cost
Personal Investment Strategies
Great post. I always lern a lot from you.
Don Shepherd
Oregon Flyfishing
I have watched myself as a consumer before, yet still ask myself why I just bought what I bought or did what I did. I may never understand me!
Lisa McLellan, Babysitting Services – Babysitters, Nannies, and Au-pairs
It will take a good sales eagle to read your letter and not react but instead take the points out individually and learn how to make their presentation a winning one.
Pat
Internet Dollars for Business Owners
Brilliant letter…Cheers!
David Power’s Hour
Expert in Hypnosis, Success Thinking and Practical Parenting