Sometimes the Best Deals are the Ones Not Sold
Blog | August 29, 2024
By Danielle Chinitz, SVP of Client Experience
Turning to the news, we constantly hear that the US economy is a twister. Globally, things may be even worse. It makes one reach for a bottle of Tums.
Things are up, then down.. We are heading into a recession one day, then things are great the next.
As a salesperson, the intelligent thing to do is strike where the iron is hot. If someone is willing to pay for our solutions, it’s a no-brainer to say thank you and keep them returning for more.
Right?
Yet, here I am, having turned away multiple deals in the past three weeks. Am I nuts?
The answer lies in a principle we embrace. It’s an approach that looks beyond short-term financial gain and speaks to the core of sustainable business practices we strive to maintain.
Here is how my thought process went:
- Values Alignment is Crucial
When you spend years building a brand, you become protective of how that brand is leveraged and utilized in the industry. If a misaligned prospect wants to use your solutions in a way that hinders your mission, it’s OK to politely pass. From a survey researcher perspective, it’s sort of like staying out of the “push-poll” business that is common in any Election cycle from both parties.
Values alignment isn’t just a buzz phrase to us. It’s the cornerstone of sustainable business relationships. It means ensuring that every business decision, from the clients you serve to the projects you accept, aligns with your company’s core values and mission. This creates a sense of purpose and integrity that resonates throughout your organization and ultimately with your Ideal Customer Profile (ICP).
A misaligned client relationship can cost you more than just money. It can drain your resources, demotivate your team, and dilute your brand identity.
- Long-Term Brand Health Trumps Short-Term Gains
We focus less on what deal we can strike today, and more on our long-term health and industry impact. In the fast-paced business world, getting caught up in the allure of immediate gains is easy. However, protecting your brand reputation and staying true to your company’s identity requires discipline.
Your brand is the promise you make to your clients. It’s what sets you apart in a crowded marketplace. When you compromise on your values for short-term gains, you risk eroding the trust and credibility you’ve worked so hard to build. This can lead to long-term damage that far outweighs any immediate financial benefits.
Moreover, a robust and consistent approach attracts like-minded clients who value what you stand for. These relationships are more fruitful and long-lasting, leading to sustainable growth and success. You’re investing in your company’s future by focusing on long-term brand health.
- Misaligned clients are usually a drain on resources.
Sometimes, new opportunities arise when clients ask us to stretch – that is exciting for all parties involved. But trust that feeling when you know that the stretch will lead your company in an undesired direction. Know when to entertain an idea and when ‘thanks, but no thanks’ is more appropriate. It’s scary, but it’s the right decision.
Working harder to keep a client who is not value-aligned is less than ideal. Misaligned clients generally end up sucking time because they never truly understood the way your solution helps them thrive. That crushes your team’s commitment to the mission and steals time that could be spent serving clients who are all in with you.
Important to note, this sort of discipline doesn’t mean being close-minded or resistant to change. It means being attuned to the subtle signals that something might not align with your values or long-term goals. It’s about having the courage to pause, reflect, and make decisions that might be difficult in the short term but beneficial in the long run.
Why?
Staying true to who you are as a company is not just important; it’s a commitment. When values are consistent, there is zero confusion about your identity. It feels good to be an employee at a company with a strong identity. Clients feel safe trusting partners who will not flip on them overnight. This commitment to your values sets you apart in the business world.
By aligning your business decisions with your values, prioritizing long-term brand health, and protecting your resources, you’re setting yourself and your company up for sustainable success.
Think about your future self; one year from now, you will be grateful you kept your focus.