Always. Always. Always put yourself in your customer's shoes. Ask yourself, “what would I want if I was my customer?” And, “what would I buy if I was in my customer’s shoes?”

In addition, “What information would I need to make this decision?”

If you aren’t working directly with the OWNER or decision-maker, you have an extra step. You also have to think like the owner who is potentially buying your product through another business. 

Most owners and end users don’t have money falling out of their ears, so providing the most expensive solution, which sounds great, is typically not the right answer. 

By the way, thinking like an owner isn’t an easy thing to do, but it’s a skill you can work on and get better at. Sometimes you literally need to take a 10 minute break, close your eyes and think, “If I was the owner of this manufacturing facility, and I had this same humidity problem, what would I do?”

Putting your owner hat on, the first thing you would do is figure out how big the problem is. And understanding the IMPACT to your business.

Most salespeople don’t even ask those questions. They just try to sell whatever product they have that might get rid of humidity. 

But think about it from the owners perspective:

  • Small impact = small problem = small budget.

  • Large impact (IE costing thousands of dollars a day) = large problem = large budget. 

One more point; owners like taking calculated risks. That’s what the definition of an entrepreneur is, a calculated risk taker. 

So if the BEST solution will take care of the problem for $150k, but there is a chance that the building only needs half of the equipment, most owners will take that risk because they have nothing to lose. 

Put yourself in your customer’s shoes and think like an owner. 

What could go wrong?


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Brad Telker
Vice President, Applied Systems Group at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of the Applied Systems Group, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys reading, running and spending time with his family


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