We Might Not Want Your Business
I called a print company in Texas and it immediately went to voicemail. It started with a friendly greeting, apologized for not being able to pick up, suggested a faster way to connect, gave what sounded like a mission statement, and then announced that they don’t see new customers without an appointment. Oh, and they also don’t give prices over the phone.
To apply a phrase I despise, there's a lot to unpack here.
First, the outgoing voicemail message was over a minute long. Think about that. One minute. Doesn’t sound like much? Get out a timer and sit quietly for a minute.
Second, no new customers are seen without an appointment. Can you imagine?
And no prices over the phone? Geesch! It’s as if they don’t want the business … or rather, they don’t want certain business. Hmmm….
When I finally got through to the owner, he explained his reasoning. Walk-ins are rarely the sustainable client he's looking for. Either it’s a small order or a one-off. Worse, it might be the tire-kicker who wants something but isn’t quite certain what it looks like, and “Could I see a few paper samples and perhaps get quotes on three different combinations in five different quantities?”
Um ... no.
Instead, my Sales Vault client works to define his company at a higher level. Sure, the word “print” is in his company’s name, but I suspect that’s because he is a part of a franchise. What he really does is help clients navigate the various communication options to first create an impactful message and then deliver it in the right medium(s).
No walk-in would understand that.
The point of this story is simple: Not everyone is your customer. You probably know that, but what do you do about it? While it’s important to be polite, it is equally important to be ruthless and unwavering. Have a clear idea of who your customer is and who they aren’t. Then, stay in that lane. Offer the customer other options and educate them on where you fit. But stick to your guns.
Don’t hold the bar too low and accept everyone. Hold it up high and work with those who rise to meet it.
Good time management means engaging your sales activities wisely. Sometimes, that means saying no.
Solved at SalesVault.pro:
- Selling thru LinkedIn
- Crazy-busy selling
- Landing Big Fish
- Getting your price
- Beating voicemail
- Finding great leads
- Selling to that hybrid worker
You’ll find answers and ideas inside The Sales Vault. Join Bill, sales reps, and selling owners at SalesVault.pro. Bill can be reached at 781-934-7036.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at email@example.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.