Create a positive tension

Sales musing #7

Last week, I went on a zoom call with a client . The client seems happy and complacent with their current business. They are maintaining the same market ranking,  getting a decent growth on the platform and meeting their targets mid year itself for the entire year. The management is happy, VP sales is expecting a good raise and marketing person is expecting a bigger portfolio.  And as expectedly, they shot down my proposal. I thought arrogance and complacency were playing their part . I silently accepted my defeat and gave up on my selling. But wait,  the client is happy achieving their targets mid year. Why should I be worried about them . After all they have achieved their goals. My job is to keep my clients happy . That’s what customer obsession is all about. That’s what  I am paid for i.e. to make the clients happy.  I was so comfortable following the “client pleaser” approach since years. But I later realized, I was doing it wrong over the years.

Sales happens when we are able to influence. A part of influence is when you create a positive tension for your clients . What is a positive tension ?

Defining positive tension is best done in two parts:a) Positive: characterized by or displaying affirmation or acceptance or certainty; incontrovertible; impossible to deny or disprove. b) Tension: a state of mental or emotional strain or suspense; a balance between, and interplay of, opposing elements or tendencies.

Positive tension is basically pushing the client outside comfort zone without being offensive . Making sure that the clients are not complacent without being disrespectful. Challenging the status quo without making mockery . This enables the client to think more creatively and open for more new ideas. This tension if built in a right and constructive way can open path to your product sale.

Negative tension , on the other hand, is more aggressive in nature. It has more negative effects in the long run than positives . It blurs the line between persistence and harassment. It may work in the short term but it may lead to client disengagement or client avoiding future conversations.

So don’t be a client pleaser , be someone who can push them beyond limits.

Then there are smart clients who creates a positive tension .  Would love to know the comments on dealing with such clients.