When Things Change

Let me tell you a story: Paul was waiting at the airport luggage claim for his samples to come off the conveyer belt after a six-hour flight. He was tired, but also felt excitement and anticipation — he sensed that something big was going to happen.

Paul was in the Northeast for an important meeting with a major customer; Judy, a buyer for a retail chain, had seen his products at a show and was so excited about them she almost shouted her invitation. “I want you to make an appointment to come and meet with me in my office to discuss our carrying your line! I'll get you an extra room, because I want you to bring everything you've got in the line. I'm really high on this product!”

As the cab took Paul to Judy's office, he reviewed his PowerPoint presentation for the sixth time. It had taken him hours to get the presentation right — he wanted to check it one more time. As he flipped open his laptop, Paul thought yet again about how much this little expedition was costing his company. His boss had told him not to worry, though, because it was an investment that had a chance of high return. Still, it was a lot of money.

At 3:45 p.m. Paul, once a high school track star, approached the desk with the same anxious feeling he used to get when he lined up for a big race. As he planted his feet, smiled and looked the receptionist straight in the eye, he could almost hear the starter pistol go off. “Good morning,” he said. “I'm Paul Smith, and I have a four o'clock appointment with Judy Jones.” The receptionist picked up the phone and called Judy's desk. “I'm sorry,” she said, “But she's not answering. Have a seat and I'll try again in a minute.”

A little deflated, Paul moved to a chair in the corner, and sat with his samples piled around him. It was now 4 p.m., and Paul glanced at the receptionist who shook her head “no.” Soon it was 4:05, 4:10, 4:15, and still no Judy.

Finally, the receptionist called Paul over. “I'm sorry,” she said, “But Judy is off-site today for another meeting. She's going to have Angela, another buyer, meet with you.”

His heart now in his throat, Paul fought down the anger that was overwhelming him. How could Judy have done this to him? Shaking it off, he mumbled, “Judy said she would arrange for two rooms.” The receptionist shook her head again and said that there was only one room available. Judy had not reserved any rooms, but she would find him one.

Now feeling angry and foolish, Paul sat in a small room with his boxes piled up around him. Angela, the substitute buyer, came in and glanced around. “I'm afraid that I don't buy your category, so I don't really know a thing about it,” she said. “But if you show it to me, I'll tell Judy what I saw.”

Paul felt a mixture of fear and anger. His face was hot, and he knew he looked angry. Of course, snapping at a buyer could be professional suicide. But it made no difference, his adrenaline was sky-high and the words just shot out of his mouth: “Look! I am here at Judy's request! It cost me and my company a great deal of time and money for this trip!”

Angela looked uncomfortable, maybe a little scared and defensive. Paul made a halfhearted apology and tried to press on. What followed was an extremely awkward meeting with a frosty Angela, who obviously didn't care for him or his products.

The meeting over, a thoroughly depressed Paul walked out of the office and prepared himself for the phone call he dreaded. Would his boss believe him when he said Judy hadn't shown? Would he lose his job over this? Would the customer ever see him again?

Unfortunately, Paul's experience is not a rare occurrence. Every day, salespeople spend a significant time and resources on business trips that are fool's errands because buyers fail to live up to the promises of their invitations.

Of course, it's not the obligation of any buyer to buy what they see. It is, however, the obligation of the buyer who extends an invitation to a salesperson to honor the appointment. This means providing the space promised, the time promised, the attention promised and most of all the level of interest promised. In an industry where travel expenses are so high, appointments must be seen as binding contracts — a promise to meet is a commitment.

These are challenging times, in which the social fabric between buyer and seller can sometimes be stretched thin. Buyers need to make an extra effort to fully honor their commitments. Why? Because it's the right thing to do.