Being Assertive With Clients

Q & A with Joe Murphy
Q. - Does being assertive with clients help in a consultative type of sale?

This is a great question that is rarely asked. Since it is rarely asked, I have to assume it is not understood how important a question this really is in dealing with high-value, complex solution sales.

In almost all cases the C-level executive does want someone who is assertive. This does mean they want someone who is controlling and directive, who wil guide them as to what they need to do to fix or solve a problem for them. This means that the client - in the executive role of solving the problem - is hiring someone not just for their technical expertise, but also for their leadership capabilities.

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This means that the client - in the executive role of solving the problem - is hiring someone not just for their technical expertise, but also for their leadership capabilities.
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Leadership strengths are critical in the sale of any solution that is of high-value to the client. The client wants to trust that someone will get it done and done right. This means exerting influence on their organization. This means bringing to bear the resources of the firm the executive has hired (i.e. you and your company). This means that you are willing to take total repsonsibility for getting the job done. No excuses. No blaming. You get it done.

This does not mean that you run over the client's staff. This does mean that you work with them collaboratively. This means you inform the client executive, the person who hired you, of progress or non-progress, caused by his organization or your organization.

Too many professionals who are selling their services and solutions, rely on the technical capabilities of their solution or the functionality of their solution.

The mistake here is that we forget they are buying us as well. This buying of "us" is often thought of as relationship selling. And relationship selling often becomes translated into, taking the client out to lunch, to play golf or watch a football game. While these can be important, they pale in comparision to the need for the executive to feel they can rely on your personal leadership strengths, such as being assertive, controlling and directive to get the job done. This is one of the main reasons they will hire you. If you don't act this way, then they will have to do this to get the job done. And they know and realize they have too many other things to do and places where they need to assert themselves, than in this area where your experitise lies.

Good Luck!