Your customer can say, “I do poorly with email. I prefer messages on WhatsApp.” He can afford to say that. You can’t. Your customer can say, “I rarely check my mails. I prefer calling.” She can afford to say that. You can’t. If you think you can, try telling this to your customer. “I didn’t see your email. I don’t check my mails much. I prefer DMs in my Instagram (or texts on my Telegram or even WhatsApp).” Good luck with that! Not only will he feel belittled, he’ll also wonder how you sell when you limit access to official avenues of communication. Flexibility in sales works to your advantage.

When rigidity costs you a sale: Importance of flexibility in sales

Inflexibility in selling can cost you a sale. “What seems to be the problem here?” the supervisor at the restaurant asked noticing some tension. “This customer has brought in a branded take-away competitor’s coffee cup and I have told him it’s not allowed,” the waiter explained. “Tell you what. Bring me an empty one. One of ours,” the supervisor instructed. Upon receipt, he deftly teased the ‘offending’ cup into theirs, and proceeded to ask the customer, “What would you like to have, Sir?” And a sale was saved Unfortunately, because of rigidity this whole-pineapple seller in Malindi, lost the sale to the competition.  He refused to slice and sell a full pineapple because, “Nauza nzima tu”(I only sell whole ones.)

What does flexibility mean in business? Flexibility in services industry

Flexibility, especially when selling services, is even more pronounced. Unlike products, which are set, services are malleable. For instance, a customer service training may have the same content but will be delivered in idiosyncratic fashion commensurate to the client industry. If they are a travel agent, for instance, their customer service needs differ from those of, say, a manufacturing entity. And even within the travel agency, customer service is department nuanced. Meaning, customer service for tour drivers differs from that, travel consultants to those in business development, let alone, finance. In banks, the proposed risk-adjusted interest rate seeks to address this flexibility challenge.  I mean, even with the reduced Central Bank Rate, why should you charge me the same as you do new applicants, yet I have a solid 10-year track record of dutifully paying my loans with you?  It’s not financial compensation I seek.

Setting boundaries: flexibility within limits

This doesn’t mean you should sacrifice all boundaries. In fact, knowing where to draw the line is key to maintaining professionalism. Flexibility should be balanced with clear policies and a sense of what’s reasonable. For instance, a prospective client might ask you to negotiate your price significantly because they’re a loyal customer. While loyalty is important, discounts need a structure—perhaps based on purchase volume or long-term engagement, rather than sporadic purchases. A polite but firm response like, “We value your loyalty, and I’d be happy to discuss a loyalty plan based on regular orders,” acknowledges their commitment without caving in to every demand. Alternatively, “You are right. We can, and will reduce the price because it includes transport and you are right across the road. There is no security risk involved and the labour required is much less.”

Here’s another example of flexibility in sales within boundaries by my barber to a potential customer. “Kama ni hivyo tuwache tu.” (I am unable to do that). This followed an absurd demand to charge half price because, “With this style I want, you are shaving only half my head.” Or, the car wash, “My car is small so I should pay less.” (This happened by the way. I kid you not). That aside, another boundary could be offer related. “We are unable to do what you request. We are not equipped to handle that size of market, much as we offer the service.”

Flexibility in sales

Overcoming pet peeves for better service

But lack of flexibility in sales manifests itself in even simpler instances. For example: “I don’t like people calling me on WhatsApp. I don’t understand why they do this. Is it that they cannot afford airtime? It’s also unreliable. In fact, when they call, I angrily disconnect the line and call them back on (traditional) voice.” Well, what if they are calling from across the border? Do you still reason as such? And if you don’t, is the problem here ‘people’ or you?

Flexibility in sales as a professional strategy

Flexibility in sales doesn’t mean compromising on everything; rather, it’s about meeting customers where they are and adapting to their needs without compromising your own professional standards. You see, every point of communication is a potential bridge or barrier. When your customer says, “I prefer WhatsApp,” she is giving you a hint on how to build that bridge. Ignoring it, or stubbornly insisting on another form of communication, only sets up barriers.

The sales environment of today is highly digital, with customers dispersed across platforms and varying in communication preferences. The salesperson who can swiftly pivot to accommodate these differences stands out. It’s less about choosing one platform over another and more about offering multiple avenues for connection, each suited to different scenarios. For example, follow-ups may work best over email, but a WhatsApp message can be great for quick check-ins or updates.

Finding the Balance: Flexibility with Boundaries

Flexibility in sales extends across product or service, price, distribution, staff to deploy, marketing and processes. For example, instead of a flat, “No,” to meeting after hours, consider whether it’s a habitual, or a one-off genuine request. Consider also whether the meeting can be online. That way you can do it from home, if that is a concern for you.

The bottom line: flexibility in sales is an advantage

Be flexible in sales. Think about flexibility in sales like a dance with your customer, where each step is a chance to read, respond, and adjust. Remember, adaptability isn’t just about being convenient; it’s about being customer-centric and ultimately building a reputation that fosters trust and loyalty. As we’ve said here before, the customer is not always right, but the customer remains King.

So, are you ready to move with your customers, or will you risk standing still while they walk away?


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