Chris Belden of Portland, OR, received a realtor’s postcard soliciting business.
The attention isn’t surprising given Portland’s soaring housing market. “I get daily outreach from many realtors,” Chris reports, who’s tempted to sell for an 800% profit.
She continues: “This realtor sent me two previous mailings, but this last one rudely asked why I hadn’t responded to her? I was really surprised to see the card, which reeks of ‘Marketing 101’, and tossed it into the recycling bucket. Do business with her? You MUST be joking!”
Chris’ key question: “Don’t ALL marketing people understand that ‘snapping’ at a potential customer guarantees you’ll lose any sale?”
It reminded me of when I requested information from a specialty bed manufacturer. During the follow-up sales call I decided against buying, prompting the comment “Then WHY are you wasting my time?”
Today brought to my door the pest control guy who’s “servicing some of the neighbors” who suggested I’d also want his services. Does ANYBODY buy that line?
After I declined his pitch, he started badmouthing the condition of my house.
Salespeople typically make their living by commission, and good salespeople know a customer’s “NO” is just the beginning. So do these three clowns honestly believe rudeness is a persuasive sales tactic?
It may take 20+ “touches” to make a sale, depending on the customer’s interest, your price point, and other factors. Most salespeople give up after one or two calls.
Yet consumers typically won’t change without good reason. If customers aren’t buying your pitch, maybe it’s because:
- They’re too busy to speak with you
- They don’t need what you’re selling
- They don’t like your company
- They don’t like your sales representative
These issues all cross the mind in a split second, suggesting you must get past these barriers before you can discuss pricing, guarantees, colors, options, or delivery.
Before replacing your ineffective salespeople, consider:
- Sales patterns. What do your profitable customers have in common?
- Training opportunities. What can the best representative teach other team members?
- Learning from failure. Ask customers who didn’t buy from you what turned them off.
Done correctly, a little research goes a long way, and your efforts can pay off handsomely. But whatever else you learn, remember what they say about catching bees with honey.
With that said, I wish you a week of profitable marketing.
Get personalized marketing advice at www.marketbuilding.com.