We have and some of us are still facing difficult clients who just do not listen to reason, are adamant and go back on their approvals and that too when work has already been completed. A piece of good news for all you frustrated sales and business development fellas, guys and gals you are not alone. This breed of difficult client exists in the entire spectrum of corporates and SME’s spanning across the length and breadth of planet earth.
There are certain common characteristics that these individuals display. Let’s try and capture a few of them
- Giving verbal instructions and refusal to give written instructions.
- Going back on approvals and denying outrightly the entire communication…..
- Refusing to listen to valid reasons as to why something cannot be done or why a particular colour would actually end up looking garish instead of classy.
- Treating vendors as if they are morons and servants with no brains and self-respect.
- Giving ambiguous feedback as in … “this doesn’t seem right…. can you change it” with apparently giving no clue as to what is wrong in the first place….. so what are we expected to correct…..
- Not receptive to feedback creating deadlock situations.
- Being egoistic or megalomaniac and in turn being regressive instead of progressive….
- Obsessed with cost reduction without any logical way of doing it.
- Taking on ego on something outlandish as in a rupee reduction on a unit cost irrespective of whether it is logical or not,
well the list is endless…. but what is common is the feeling of invincibility leading to frustrations on account of the relationship-building staff.
Let’s understand and accept a few things very clearly, it is basic human nature to throw weight around when they can. Power does give a person a sort of psycho-invincibility. How the power is utilized depends on individual to individual, usually, people who misuse power and float on air bubbles of self-importance are the ones who are difficult to handle. But face it, like it or hate it we got to deal with them because of the power that the role vests with them.
We can’t change them but surely we can take steps to handle them. These people have large egos which render them vulnerable to flattery as well as paranoia, so tact and diplomacy are the keywords on how they are to be handled. A few pointers are listed below.
- Do not be aggressive or show any negative emotion/expressions while talking to them.
- Appear submissive and resort to subtle apple polishing now and then in the conversation.
- Put your ideas across subtly, build up your case and maneuver the conversation so your idea is what the client puts across as his/hers. Complement the person and you have scored the home run.
- Send a mail capturing all oral discussions/instructions as minutes of the meeting to the client and use it as a dashboard for updating progress.
- Do not execute any work without written approval or valid document as in email approving marketing collateral or a purchase order confirming the purchase. If forced, put across your point that the work has been initiated but to accelerate the same, the approval/document is mandatory. State it as a part of company policy. Don’t worry, if they have invested so much time in negotiating and confirming your candidature as a vendor, they would release the order or send the email. Just keep your patience and insist humbly on the same.
- Always quote a competitive rate but with a 4-5% inbuilt buffer with the last 1%-2% reserved for the big boss so you can feed his/her ego. Always show your reluctance for the final discount offered and say that for this price you need your superior’s permission. Understand closing a sale is all about perception and that is what you need to build up. These percentages of discount discussed earlier are to be extrapolated based on the product and the subsequent margins.
- And of course a piece of advice especially for the marketing collaterals related vendors and creative agencies, at the end of the day it’s their (your client’s) brand so don’t get so involved. Try and give suggestions to the best of your ability and knowledge but in the end, if they don’t listen, implement what the client wants and forget it.
- Build a rapport with the junior team members and get them on your side so it is easier for you to manage the difficult decision-maker, also on regular basis even avoid interaction with the main guy/lady. Your day to day work can get streamlined if the staff sides with you.
- Avoid giving suggestions, always come up with ideas backed by either data or proofs so that the person in consideration cannot nullify them.
and last of all- what cannot be cured has to be endured. Now it is upto you to crib, rant, rave or handle it with a smile. Trust me, if the client is tough your supervisor also knows it and if you can handle the situation and streamline the account with your attitude and diplomacy, not only will your life be easy but you also will earn brownie points from the boss which guys and girls trust me do matter, so buckle up your shoes, plaster the gorgeous smile on your face and let’s meet up with Ms /Mr Difficult.
