Your customers want to be challenged!

By Anders Björklund

Your customers want to be challenged!

My advice is that you should challenge your potential and existing customers. And it's not a piece of very bold advice. After all, one saying in business is that the customer is always right. So does it make sense to challenge the person you are trying to do business with?

Sometimes, yes. But you need to do it the right way – if you do it the wrong way, you'll damage your and your company's reputation and credibility. You don't want to be a 'yes-man' because that's not valuable to your customers as a potential seller. But you also don't want to come across as rude.

You should want to challenge your potential and existing customers to be seen as a knowledgeable partner. But it's impossible to be that partner if you rubber stamp everything they say and never challenge their assumptions – because you aren't helping your customers grow. But it's essential to do it the right way.

How to challenge customers credibly

I have listed three pieces of advice for you to stay credible when you challenge your potential and existing customers:

First, understand the industry and the market

It starts here. Just like you shouldn't trust financial advice from someone who knows nothing about finance, you need to know the industry, the market and the company you are selling into to challenge your buyers.

What does this mean in a practical sense? First, it means reading as much as possible and staying on top of trends. It means learning from your customers, particularly the ones seeing success.

It's unlikely you will be an expert on your first day selling into an industry or market, meaning it's difficult to challenge your potential customers on your first day. It takes time. The more you learn about the industry and the market you're selling into, the more you can challenge your potential customers effectively.

Second, understand the present situation and desired future state

Building on that, no matter how well you know the industry and the market, you must know your potential customer and company equally well. That requires robust discovery, where you clearly understand your potential customer's current state, what matters to them, and what they are trying to achieve. 

Customers won't respond well if you challenge them before understanding them – even if your point is valid. So instead, first fully grasp their unique situation before jumping in with suggestions.

Third, your challenges must lead to a better outcome

Even if you know the industry, the market and your contact person, the intention of your challenge matters. For example, it won't go well if you are just critical of your potential or existing customer to improve your standing or ego.

Instead, your challenge needs to come from a good place. And it needs to go to a better outcome. Remember - a better result doesn't always mean they purchase your product, solution or service.

Challenge when applicable, but earn the right

Some people want to be a decision-maker. But they don't try to learn how to be a great decision-makers - so even if they get promoted to that role, they won't be ready for it.

In the same way, you need to earn the right to challenge your potential customers. That starts with doing homework about the industry and the market you are selling into. But it's equally important to understand your customers and their needs, challenges and desired goals. 

And, even then, if they are doing something worth challenging, you need to go about it respectfully and constructively. But, again, this leads to you serving your customer instead of your ego. 

Challenges can benefit everyone, but only when these challenges or conversations are based on knowledge, a trusting relationship, and mutual respect. Don't be afraid to ask those questions that push boundaries when respectfully challenging an assumption that your contact has made or to bring a new insight that might conflict with their existing point of view.

My bottom line is – challenging effectively can make you a better businessperson, as it'll help you build trust with your customer. The key is to challenge with credibility, and you must know what to do with the answers and reactions to your challenges.

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Anders Björklund
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about how to think about onlinification and digitalisation in B2B.
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