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?
Also, why is it that so many executives simply duck calls? A salesperson can begin to tell when something is not right. However, when there has been some dialogue and interest up until this point, is it fair for a buyer simply to disappear and provide the salesperson no information? My answer is no. If you are doing this you are not being a professional.
If you want them to leave you alone, then man up and tell them. Please do not make them call you again and again so you can simply delete their voicemails. This is not a game. Again, I don’t see how this is good business. And, folks...I cannot tell you how small this world is. The person calling on you today may be the person who could help you get your next job. They could be the next employee at your company. We live in this type of connected world. Burning small bridges can come back to haunt you. And, I have seen it across North America time and time again.
So, if you get frustrated by people who do not get back to you, why not lead by example and begin responding to others? I am not saying you have to buy what they are selling or even be interested in it, but be kind as a buyer. Nobody is that busy. I am not perfect at this, but I try to respond to as many people as I can. It is a daily process. I challenge you to make a difference.
What do you think?
- Categories:
- Business Management - Marketing/Sales
Ryan T. Sauers has spent nearly 30 years running, leading or consulting with printing, graphics, promotional and visual communications-related organizations. Sauers is CEO of two companies, Sauers Consulting Strategies LLC and End Resultz Inc. that among other things, owns magazines and is a media firm. Key areas of focus of the firms 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 globally 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 the U.S. to achieve all three rigorous certifications related to human communications, personality and behavior).
Sauers has completed his doctoral-level coursework in Organizational Leadership and is now (ABD - All But Dissertation) working on his dissertation on why some entrepreneurs and small businesses achieve initial and long-term success, whereas countless others do not.
Sauers is the host of the Marketing Matters radio show in Atlanta that later becomes a global podcast. He also is the host of the Community Connections TV show that comes out in video and podcast form. Sauers is the author of the best-selling books, Everyone is in Sales, and Would You Buy from You? More info at RyanSauers.com or call (678) 825-2049 or email Ryan@RyanSauers.com