We've been writing for quite some time here about the need to reposition yourself as a seller. In fact, we advocate that you stop selling and start leading. In this post, it's time to clarify.
Leading your buyer doesn't mean doing too much for them. It doesn't mean doing anything to them. Some recent examples of what NOT to do if you want to lead.
1. Don't presume, especially when it comes to your buyer's time. A recent trend in doctor's offices is to schedule follow up or referral appointments for the patient. This is presumptuous and annoying. It takes extra time for me to cancel the appointment made and then reschedule another one. The office staff sometimes seem disturbed by the extra work. I have repeatedly asked one provider to never auto schedule me since I travel extensively and have a very busy schedule. The continued insistence to schedule appointments I can't keep is almost a deal breaker in this relationship.
2. Don't insult your buyer by sending numerous reminders about every appointment. Doctor's offices, hair stylists, massage therapists and others are getting in on this approach. They send you text reminders AND call you with a reminder AND then call again with a "day of" reminder. Each call and text tells me they don't trust me to show up. Each call and text steals valuable time from my day. Now that I'm seeing more and more sellers get in on this act, I'm concerned about how buyers will perceive this. Rather than automating this process for every client or patient or buyer, perhaps this should be saved for those who have missed past appointments.
3. Don't present too many options. While you may think that being able to do it all is an advantage, your buyer is likely to be confused and skeptical if you overwhelm them with too many choices. You may think you are doing something for them by offering numerous options, but your buyer will feel you are doing something to them by fire hosing them with too much too fast.
4. Don't expect buyers to be grateful when you force them to follow you. I'm surprised nearly every day to see myself with a subscription to yet another newsletter or list. If I didn't sign up willingly, I don't want to receive it. Cluttering up your buyers' e-mail inboxes is just bad manners.
5. Don't violate your buyers' trust with sneaky upsells, hidden agendas or small print. In many buyer/seller relationships, there comes a time when the seller gets over-confident and tries to "slide one over on" a buyer. Sellers justify this to themselves by saying the buyer would want it or does need it... But when sellers make unilateral decisions for their buyers, they cross a line.
These habits and practices are just some of the ways that buyers get annoyed by sellers. They can't see you as a leader so long as you are putting your own interests first. To truly be a leader, you've got to put yourself in your buyer's shoes. It's not that hard. Just do unto others as you would have others do unto you.