Are You A Snob?
Frank White Creative Content, Biz Development
Decades of working in the integration channel. Growing faster, find your voice, vision, and velocity.
By Frank White, Weld2 partner
Had a kitchen guy come by and talk with us about upgrading a few things, some cabs and redo the ceiling with cans from the recessed fluorescents we currently endure. We kind of know the guy; he did some things in a few of the neighbors’ homes, used to live down the street.
His cabinet work is exquisite. Seemed he was timely, respectful of the calendar, and does not display any indication of dragging feet. Even took off his shoes when he came through the door.
His ideas, and design experience are really evident, having been in the contracting trade since the Carter administration, we loved the ideas and direction he described.
The site visit:
On the night before we had several things going on, our daughter the high-schooler at the time had a few friends over for the night, and our away at college son had come down for the weekend with a few buddies that had camped out on the family room couches, then his old high school friends heard about the “party”… all kinds of college boy fun and games ensued.
The next morning the house reflected the frat boy décor of said events.
Rick, our contracting guy showed up in a clean Dodge Ram, the name of the firm professionally airbrushed on the doors, his attire was professional, clean, and proper.
It became obvious the instant he walked across the threshold that he wanted to evade and evac. It seemed he felt his work was above mere mortals like us, and that he would go through the motions of giving us a few ideas, and what his work could do for us…but the read we got from him? It seemed that due to the nature in which our son and the mob had left the kitchen (how many partially drunk red solo-cups can one counter hold?)…well:
Just seemed that ‘ol Rick couldn’t escape fast enough.
Webster.com: Snob = one who has an offensive air of superiority in matters of knowledge or taste.
Lessons: Take a second or two and review your snob factor. Could it be that in our industry we toss the term “Luxury” around a bit much? I do it too.
I know a guy who drives an F150, owns 3 businesses, lives in an 8500 sf home, in a very exclusive neighborhood, with at least a million squandered in landscaping, pool, deck, bar with Satellite HD, and all kinds of chaotic fun…BUT as he has stated “does not do “luxury”, his wife drives a 3 year old Camry.
This did not keep him from investing in a complete Crestron control system, whole house audio, video, security, CCTV and much more.
Or, as we all have seen:
Referral from one of your best customers, and the referral does not have, let’s say, the same love for Audio /Video that your customer who referred you does.
He opportunistically bought his “gear” at the big box, online, do-it-yourself emporium. You would be the perfect guy to install it; Right?
So one ponders: “How do I not piss off this guy and his friend and our good customer?”
You could refer the job to another of a brother in arms like the firm down the street. Then bowing out gently, thanking your customer for the referral, assuring him the installation is going to be handled. (Note: If you have not found that guy, now might be the time).
But really think this through; the two of them most likely have discussed on some level a budget. You could try some version of a trial close, a good one can be found here
Look, you most likely have little first hand knowledge of what kind of relationship the two of them have. And you for sure don’t want to end the relationship with the first guy.
In any case, how you handle such a referral can impact your getting future ones (or even more work from your existing client), and one of them may just be one of your year's best projects. You never know, especially in an era where tech millionaires can live anywhere, be under 30, and not pass the snob test.
Watch your snob factor….
About WELD2: We offer marketing services for discriminating integration firms that ensure future work. These jobs cost next to nothing to score, require that you only answer the phone, and chat with an engaged prospect about what you offer. The cost of this is so insignificant that one trip to the gas station probably costs you more.
For more of these mildly irritating perspectives visit www.weld2.com
Senior Audio Video Integration Specialist
7 年Seems that this happens a lot usually its the other way around. But have found over the years that you should never judge a client by their domicile but by the general outlook they have towards you, Even the nicest people on the planet have a slow start to their day.. It really is about the client as it is not about you....
Great story Will.
North American Chief Revenue Officer (CRO) at SPL America/ Professional & Consumer Audio Industry Consultant
8 年2 somewhat quick stories - working at an audio store in Iowa City one July in the early-80's, man with long hair comes in, dressed in t-shirt, shorts and sandals. "Let the new guy have him", the sneers on the faces of a couple seasoned sales guys told me. Long story short - it was Berke Breathed of the "Bloom County" comic strip. He was living in Iowa City while his fiancée was going to med school. Sold him a nice system for his car, then for his home a few weeks later. About nine years ago, I needed a new car. Knew exactly what I wanted, went back to the dealer where I had bought my car eight years prior. It was summertime and I was dressed in a polo shirt, shorts and flip-flops. Stood in the showroom - no one approached me. Went outside to the car lot to look at the car I wanted to buy. Salesman passed me as I was walking out to the lot - only said, "Hi!" I stood out in the lot by the car for 10 minutes. No one came out. Finally got back into my car, drove to another dealership who I knew had the same car, walked in and was greeted by a 20-something salesperson. After asking how he could help me, I told him that "today is your lucky day." We completed the deal in less than 30 minutes. I sent a letter to the sales manager of the first dealership telling him of the situation of no one approaching me when I was going to buy from them that day - most likely because of how I was dressed. I told him that I wasn't looking for any favors or special pricing the next time I would be looking for a car, but to share this letter with every salesperson working for them now and when they would hire a salesperson in the future. I did expect some sort of a reply either via phone or e-mail from the sales manager to confirm that he got the letter, but nothing. 18 months later, I got a phone call from the NEW sales manager from that dealership wanting to talk about the letter. I said, "Your company had 18 months to contact me to discuss this, but didn't. I appreciate you reaching out, but I'll never buy from your dealership again." (Car salesmen may be the worst. Went to buy a new car a couple years ago right after Christmas, knew what I wanted, walked into the showroom with my wife. No one approached us. Finally after about five minutes, the sales manager came out of his office and asked if anyone had talked to us. I told him that, no, no one had and that we were about ready to walk out. He made the deal with me that evening, the dealership treated me like a king and continues to do so.) This is the number one thing I tell all floor sales people in the AV industry when they start out - never judge a book by the cover because there could be a few thousand bucks stuck between the pages.
Founder & CEO & CERTIFIED FINANCIAL PLANNER? Professional and Wealth Advisor at Oak Wealth Management, LLC
8 年As a new sales guy for Pacific Stereo in 1980, a guy drove up to the front door in an old car that was missing a hood over the engine. He walked in with cut off jeans and a tee shirt. All of the veteran salespeople scattered. I walked up to the guy to greet him. About an hour later I was loading $1500 (at 45pts) worth of stereo gear, that he paid cash for, into his car. I learned my lesson that day not to judge "a book by it's cover."