November 2005

Huh? What?

I just got off the phone with a friend and our conversation got around to the topic of what skill many salespeople lack.  For that matter many non-salespeople lack this skill as well.  I'm talking about the simple ability to listen.  My friend related a story from several years ago.  He had recently bought a small business and had met with two business advisors from a local university.  There was specific information he was seeking (he wanted to get the inside perspective on a particular industry from the advisors).  Right away it became evident that the advisors didn't really listen to his questions.  They immediately launched into a spiel about developing a business plan and how to go about applying for a small business loan.  Good information, but not what he was looking for.

Too many salespeople make this same mistake.  They meet with a prospect, act like they are listening, and then launch into a pitch for whatever they want to sell. So many people in business just don't get it.  Listen to your customer and they will tell you what they need and want.  Listen closely enough and they will give you everything you need to provide the solution.

As sales people we all instinctively want to talk and tell everyone about what we do, and what we have to offer.  That's the problem, we are too concerned about ourselves rather than our customers.  Listen instead of talking.  It's the right way to help your customer.


Nothing Worse Than Dated Information

What's wrong with this picture?  Earlier today I was looking at a website for a local business.  I had just learned about this company so I was checking them out before I made a cold call.  On their site was a page listing their scheduled exhibit dates at various trade shows.  I clicked through to the page, and what appears at the top?  "Trade shows we will attend in 2003".  This doesn't send out a good vibe.  Then again, this business is not alone.  Too many business people setup websites and never update them.

I have always thought of a website as a "storefront" for any business.  In many cases it's the first contact that prospective customers may have with a business.  If you forget to update the "storefront" you could be sending prospective customers away.

Keep your website updated.  It can be a great marketing tool for your business, and unlike your brick and mortar location, you never know when someone may stop in.


How I Navigated Thorough Telephone Hell
 

I don't specifically speak on customer service, (although it is part of any company's sales effort), but maybe I should.  As we all know all too well, many businesses have substituted automated telephone answering systems for living and breathing people.  I recently called a local television station to speak with a sales representative, and of course the call was answered by an automated system.  I could dial the extension of the person I was calling, or I could search the directory by spelling their name  (didn't say if I had to spell their first name, last name, middle name, maiden name or stage name) or I could wait on the line and an "operator" would answer my call.  I waited, and I waited and I waited.  Finally a message came on telling me that the "operator was unavailable" and I should leave a message.

I couldn't take it anymore, so I hung up.  Later in the day I tried again, and after another trip through telephone hell I did get through to a receptionist.  I asked for the person that I wanted to talk with, and her immediate response was, "Oh, they don't work in this office.  I can't transfer you but here's the number where you can reach them." 

I didn't say anything, but just quietly wrote down the number and placed my call.  I finally got through to that person, but it took the better part of a day to do it.  What a great way to build your business and welcome customers!

Happy Thanksgiving

Don Speaks

Don is available to speak on matters of marketing, advertising and sales at  seminars, workshops and keynotes. Call for more information toll free
877-366-9445

 

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