Every organization that sells something, whether it is a tangible product, a service, or just an idea (think non-profits and politicians), has to reach out to its customers, and active existing customers are the best bets. After all, if I have purchased something from you or donated before, I may buy again. Anyone in business who has had any success has likely spent time and money cultivating existing relationships for additional sales and referrals. Why? It works.
Can we get real about the sales call, though, and avoid pretending that the call is about something that it isn’t? My family has a subscription to a famous magazine, one with a long history, filled with pictures and featuring a yellow-bordered cover. You know the one. They called every day last week at about 10 AM. The phone would ring, I would look at the caller ID, say, “Oh, it’s them,” and ignore it. The answering machine would kick in and the caller would hang up.
On the fifth day, I finally broke down and answered. The person on the other end of the call started by stating, “Hello, Mister Florin, this is Matt from the yellow covered magazine, and we are calling to say thank you for being a loyal subscriber. We are also going to send you a free gift – a world map poster – that is yours to keep just for previewing the blah-blah-blah DVD.” The call didn’t get much further than that, and I am pretty sure that they will not call again soon.
Why do telemarketers feel like they have to start their calls with false pretenses? The thank you was not sincere, of course. It was just a way to keep me on the phone for a few seconds. Maybe there are people in the telemarketing industry who know better than I, but I can’t be the only one who finds the hollow thank you approach irritating.
Here’s a better idea: Be direct! You know that we have subscribed to your mag for years. We sometimes watch TV shows on your cable channel. We like you – or did until the telemarketing blitz. Why not say, “Mister Florin, this is Matt at the yellow covered magazine. Since you enjoy the magazine, we thought you would like to preview this incredible new blah-blah-blah DVD. Just say yes and you can be enjoying it by next week, and if you don’t love it, send it back at no charge.”
As business owners and leaders, don’t we have the obligation to be clear with our customers? Matt wasn’t calling to say thank you. He was calling to sell me something that I might enjoy. The next time you call your customers, be clear, concise and purposeful. I know I appreciate the direct approach, and they will too.
Work: Getting It & Keeping It 