The phrase "What's in it for me?" encapsulates a self-centered perspective, and is often used to gauge the potential personal benefits before one engages in an activity or makes a decision.
I was a member of the Rotary Club for years. This organization was founded on four principles that align perfectly with my way of treating my customers. At each meeting, we recited the four-way test.
The Four-Way Test: This is a nonpartisan and nonsectarian ethical guide used by Rotarians worldwide. It asks four simple questions to assess what one thinks, says, or does:
Is it the TRUTH, Is it FAIR to all concerned, Will it build GOODWILL and BETTER FRIENDSHIPS, and Will it be BENEFICIAL to all concerned.
A few customers I have dealt with make buying decisions based more on what they personally derive from a business relationship or transaction rather than what is in the best interest of their employer.
Today’s war story is a pathetic example of this type of behavior. You would hope that in the ensuing 50 years we have made progress. While it may not be as blatant today as this example provides, it is still alive and well.
War Story #3
In the early 1970s, as a new clinical sales representative for Scientific Products (S/P) in Louisville, Kentucky, I faced an uphill battle. Despite St. Anthony Hospital's national contract with S/P, securing their lab business was far from easy.
The lab manager, Don S., had a severe speech impediment, so his second-in-command, Hank H., handled all communications. They made it clear they disregarded the contract, and would award business to the sales rep with the largest expense account.
During a private meeting, I was informed that my competitor, Ray D., whose family owned a local hospital/lab supply company, had offered to buy Don S. a Sunfish sailboat for their business. This boat was presented as the "starting bid," and I was asked for my counteroffer.
I explained that as a straight commission-based sales rep without an expense account, I could barely afford my own rent and car. I stated that my company had a contract, and I would file a complaint with Procurement. In response to said complaint, Procurement stated they were unwilling to intervene with the lab. All future orders would therefore go to Ray. This wasn't an empty threat. All orders ceased.
What would you have done in this situation?
The Sales Pitch
I have written extensively in an eight-part series titled “The View From the Other Side” about my experiences working in management of a large distribution company. The sixth in this series, “Rebates and Prebates” specifically addresses the practice of paying money, up front, for the sole purpose of being awarded a contract. In other industries such payments would be considered bribes. Whether or not that is the case, the same applies here as my situation at St. Anthony hospital. My competitor was able to buy the business because he had far more money.
My sales pitch this week is simple. We are a distributor who will always treat you honestly and fairly. From our cost-plus pricing to our freight policies, we want to set the standard for honesty and fair play. We believe in good, old-fashioned personal service - we use real humans to answer the phone and chat sessions.
