The Value of Taking (and Returning) Phone Calls
It seems that nearly every week a printing company complains to me that the people they are calling on do not call or e-mail them back. Ouch! I hear this from the sales staff, as well as the executives and/or ownership. So why do I bring this up?
I find it humorous that people complain that their prospects do not get back to them or return their calls/e-mails. Why? The same people complaining (oftentimes executives) are usually not good at getting back to the salespersons who are calling on them. For example, I hear executives say, “put them in voicemail—it is a salesperson, right?” Also, they may tell the receptionist to tell the caller they are in a meeting. Or, they simply have the salesperson leave voicemail after voicemail and do not respond at all.
In my humble opinion, this is not good. You see, we are no longer in the printing business but indeed are in the communications business. The way we communicate with everyone defines our brand. Not getting back to people, even if it is to say “no thanks” is bad communications and hurts your company’s brand.
I believe in the golden rule of life which applies to sales as well. We should treat others the same way we want to be treated. If a person calls you, then you should return his call. If a person e-mails you, you should return his e-mail. You may not be interested but they, too, are a person and are trying to sell their services the same way that your sales team is, right? Well, if this is the case should we not walk the walk and not hide behind technology? Are we better than the salesperson calling on us? Are we too busy to take one minute of our time to respond? Wouldn’t you hope an executive at another organization would at least respond in some professional manner to your sales team?
Ryan T. Sauers has spent 25 years leading and/or consulting with printing, graphics, promotional and visual communications related organizations. Ryan is President of the independent consulting firm, Sauers Consulting Strategies, founded in 2010.
Key areas of focus of the firm include: sales training, marketing strategy, personal branding, leadership development and organizational change.
Sauers is a frequent national speaker and columnist. He has been recognized as one of the top 80 CMOs in the world and achieved the top designation of Certified Marketing Executive through Sales and Marketing Executives International.
Sauers is an adjunct university professor teaching leadership and communication courses to current and aspiring leaders. He is a Certified Myers Briggs, DiSC and Emotional Intelligence Practitioner (one of few in US to achieve all 3 rigorous certifications related to human communications, personality & behavior).
Sauers is working on his Doctoral degree in Organizational Leadership and hosts a radio show in Atlanta (Marketing Matters). He is author of the best-selling books Everyone is in Sales and Would You Buy from You? More info at: RyanSauers.com