Sales ain’t a picnic, but it can be a feast

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Posted via email from rgsharp’s posterous

Posted via email from rgsharp’s posterous

Good place for kids.

Dumb as a doorknob. That’s not always a bad thing. Sometimes you can be too smart for your own good. Ask questions that may seem transparent to you, but your customer may have some illuminating things to say in response. Just be smart enough to listen.

I was reading this great post over at the Marketing Tech Blog about brand valuation, and how Starbucks has hurt itself by devaluing the experience of getting coffee there. Going to Starbucks used to be a stylish thing to do that was about more than just getting your morning cup of joe.

This made me wonder what responsibility we as front line salespeople have to maintain the image of the brand in a business to business scenario. We make our living by promoting the brand, as well as the products and services that it represents. In doing so, we have the responsibility of being aware of more than the nuts and bolts of the business. We’re equally responsible for the mystique of the business.

From the inside, most businesses seem pretty straightforward, and we sometimes wonder why our customers choose to spend their money with us instead of doing it for themselves. We often fail to look at ourselves (and our business) through a customer’s eyes. While we see our operations warts and all, they (hopefully) see a seemless enterprise providing a top quality experience at a fair market value. It’s important that we maintain this mystique for the customer.

It’s inappropriate to air the company’s dirty laundry to a customer, even when they become long time good customers. Sometimes, we develop friendships with these people, and share things with them that shatter the illusion that all is perfect. In doing so, we lessen their experience when dealing with our company and risk losing them to another brand that has properly maintained their face to world.

Don’t make the mistake of forgetting that you are in the business of providing your customer with more than a service or widget. You’re in the business of providing them the doorway to an experience. That experience will be set in the confines of the expectations that you set when you meet with the customer. Don’t oversell what your company can do, NEVER lie or dissemble, but always create a positive environment for the customer to see. This will go a long way to help them make a decision in your favor, and help protect your brand (and by extension, your livelihood).

Happy selling!

The guys at Engadget have previewed the new Mio Knight Rider GPS. Who wouldn’t want KITT telling them how to get to Krispy Kreme…err, I mean that big customer meeting?

Mio Knight Rider GPS

One call after another ends with hang ups, voicemail, gatekeepers and rude prospects. After hour three, you start to wonder if you’ll ever get someone to talk with you, much less set an appointment.

So, how do you keep dialing…and dialing…and dialing?

Well, as stupid as it sounds, perseverance is the key. I know others will give you cute little mind games to play, like every “No” is just one step closer to a “Yes.” Frankly, that’s bulls**t.

Telemarketing is a tough game, and you’ve got to play it that way. Outlast the other guy. Prove you’re stronger, better, and more persistent. Grow a thicker skin.

I know this isn’t the usual feel good new age crap that you’ve heard for years. It’s time for us to come out of the sixties and realize that we’re playing ball in the big leagues.

Telemarketing sucks. It’s also part of the job.

Just do it.

(apologies to Nike)