How naive I was. How completely unprepared in my arrogance of success, was I for this answer. It was unequivocally “no”. As many times as I tried, the answer was always identical. And year after year, the answer remained.
What I couldn't see on the other side of my pitch, was a company man completely satisfied with the products he was using every year and no desire for change. He didn't need a salesman or the person on the other end of the relentless phone calls. He didn't need new products or services. Many managers or sales experts would say I just hadn't found his pain threshold, or identified the value proposition which would move him off of “no” and allow me to garner a meeting and subsequent purchase order. And in a way, they would be almost correct.
Years went by and I made the move to a new company. As I started making announcements and phone calls... there he was... staring back at me from my list... taunting me. “No, not interested, another time, maybe next year”, etc. I could only imagine how this call was going to go or how many more years he would refuse me! But this tête-à-tête had become a challenge... like going to New Orleans on a diet staring down a beautifully powdered pile of hot beignets... oh no... we're gonna jump right in this alligator infested river again Helen! And so the phone rings... “If you're down this way, sure. Stop by.” THUD! I think after I came to, I danced around my office waving my arms in the air, yelling “Yo Adrienne... I did it!!!” (obligatory Rocky reference).
You see, what I had to learn outside of sales theories and strategies and everything I thought I knew, was that he had a loyal business network and base of which I was not a part. I had to earn my place. We discussed our mutual love of fishing and cooking great food. I told him about the big pot of étouffée I made every year and how, just recently, I had cooked the most delicious seafood gumbo this side of Louisiana (insert pain threshold here). He smiled a big smile and looked at me sideways like I had just told a great big whopper of a fish tale. But I confirmed... there wasn't any finer gumbo to be had and promised...one day...to bring him a pot. (insert value proposition)
Today, he is one of my most valuable and trusted mentors and, more importantly, someone I consider a wonderful friend and confidant. And yes, he utilizes all my products on his projects. These ten years later, I find myself with a big smile on my face at every chance communication, as the pat answer is always...
“Gumbo?” (Insert here, a value higher than any purchase order.)
-Helen Dupree
THE SOUBEL LENS
Gumbo? is a story about trust. In industrial markets, strong relationships are not built from sales plans alone. They are built by showing up, being useful, keeping your word, and taking the time to understand the people behind the organization.