7 Reasons Why I'll Never Buy From You
5. Slap a new logo on and sell the same thing to everyone!
Several months ago, I contacted a couple of newspapers because I wanted to get details on how they might be able to promote Affinity Express online. One salesperson told me he specialized in selling print ad space to colleges and universities. Guess what? He tried to sell me the same program. A college equals a B2B marketing production company . . . how? Take my word for it, when you do this, we all know you haven't made an effort. Do your homework.
When we wanted to get in the door to a major retailer, we dissected and rebuilt their weekly circular using copy about what we could do for them. We listed only the services that made sense based on their marketing practices and stressed benefits that addressed the chief marketing officer's concerns about changing providers. This was not a quick project but it got attention and made the contact feel like we had a laser focus on earning her business.
6. Ignore how I might have interacted with your company in the past
Don't log into the CRM, reference previous salespeople's notes or ask colleagues in other divisions. It's so much more fun to fly completely blind and hope you close a big deal!
You are establishing a relationship on behalf of your company with prospects. Build on previous positive encounters others have had with the contact at trade shows or by conducting demos. You'll have an opening to begin a conversation and update the person on relevant new developments.
7. Forget about saying "thank you" or following up
I should be thanking you for your scintillating sales prowess and wit, right? Wrong. Even if there is no hope of selling me anything ever, say thank you. I am likely to recommend or rank on you to my network as appropriate. And you never know where you'll meet me again.