Selling on Trust and Expertise

Not too long ago I adopted an interest in golf – I envisioned spending quality time with family and friends, staying in shape, and enjoying some of the most picturesque and beautiful landscapes – and then I quickly realized, I didn’t know the first thing about golf except that it is physically and mentally challenging and no round of golf is ever the same. Golf is the simplest of sports…hitting a ball with a stick.  And, at the same time one of the most frustrating, complex and exciting games undertaken.  I was going to need some help – professional help!

I called a friend who called a friend and there he was, a former professional golfer who provided private lessons and taught on the high school level.  I was hopeful this was going to work, afterall, I was on the pre-school level.

When I arrived at the driving range, we chit-chatted a little bit…how are you, I’m fine, thanks…how’s business? He said he was glad I called; things have been really slow for him. He mentioned that due to the economy his supplemental income had dropped dramatically.

He asked to see my swing, (or my rendition of a swing anyway) and quickly noticed a slight grimace on my face. Not because the ball was still in the same position before I swung, but because of the twinge in my left hip.  He then started shaking his head.

“Golf seems like a low-key sport to the casual observer.” he said.  (And I’m ready to get the ball rolling…literally!)

“I understand you’re mentally ready to learn, but physically, not so much.  Why don’t you get your hip checked out and let’s decide after that if your body is prepared for the challenge?”

And? Are you selling golfing services now? I thought to myself.

I was a bit confused, then amazed. Here was a man who was hurting for business, and he was discouraging me from using his services because he was concerned about my welfare.

I reassured him that the hip had been checked out, was healing and would be fine.  He emphasized that learning the proper posture to keep when swinging—with my back straight, feet planted shoulder-width apart, balance distributed equally on both legs–can make a difference in the amount of strain I put on my back, hips and neck and can even improve my playing results; and that would be his initial focus during our beginning sessions….once I had an opportunity to completely mend.

I was going to “shop around” for a better deal…I even planned on asking him for his “best price”.  But at that point, I trusted that he was going to give me a fair deal.  After all, he was ready to walk away without a new client.  Wow.

I’m really excited to have him as my instructor and I also trust that he has my best interest in mind.

In the staffing industry there are firms who feel they need to sell on offering the lowest mark-up. But it feels much better to sell based on trust and expertise. The buyer or end user is happy to do business with someone they trust will deliver the best service at a reasonable price as opposed to being forced to buy from the cheapest. The staffing firm is not constantly on edge about having to cut-corners just to remain competitive on pricing, which in turn, allows them to focus more on quality.

By: Shelly Broussard – Business Development Manager at Imprimis

With seven years of experience in business development, Shelly is passionate about authenticity and it shows in her management style.  What sets Shelly apart from others in her role is her emphasis on value: “If I’m not adding value, I am defeating my own purpose”.  Apart from her work, Shelly’s interests include cycling, golfing, and gardening.  After graduating from the University of Oklahoma, Shelly worked as a sales trainer and pharmaceutical sales rep before joining the Imprimis team. To contact Shelly, email sbroussard@imprimis.com.