“Hello? Is This Mary R. Schmidt?”
You guessed it. It was a telemarketer calling. But, here’s the thing, it was a call from Discover Card, a company with which I like doing business. I’m pre-disposed to listen when they call, at least until I hear, “I’m not trying to sell you anything.” Right… But, in this case, asking for me by the full name, complete with initial? I’m immediately in defense mode, since I know it’s some poor soul in a body shop reading off a script – and that – yes, indeed, there’s a sales pitch involved somewhere.
There’s nothing wrong with calling your customers, but do it in the right way, for the right reasons. How about just calling them to see how they’re doing? (You know, like you do in your important personal relationships.)
Here’s another radical idea: What if the CEO set aside just an hour a week to call and talk to customers? What if the Marketing Veep did the same thing? Sales Veep, HR, CFO, and so on…Hmmm…Keep it random, keep it real. Ask questions.
Here’s another way radical idea: In the next executive staff meeting, instead of watching nervous staffers present what the customers think, fire up that fancy-schamancy speakerphone and call 20 customers (who haven’t been pre-screened by the staffers) and ask ‘em. Nobody should ever be too important to talk to customers. (You know, those people who give you money.)
(And, never, ever disguise a sales pitch as a “We value your business” call.)
Tags: Discover Card, marketing, marketing troubleshooting, customer service, telemarketing, telesales
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Mary:
In the days before the internet, I used to spend a lot of time on the phone catching up with clients — old and new, active and inactive. I found that these phone calls led to business very often. Sort of the opposite of “out of sight, out of mind”. With the advent of the internet and e mail, I find that I stay in contact less via phone and more via e mail. As I think about it, I get less business from these e mails than I did phone calls.
I’m travleing this week, but I will be picking up the phone when I am in my office next week.
And, I agree with you — stay in touch calls should be about staying in touch, not pitching business. If the business is there, the person you call will bring it up.
Keep up the interesting posts.
All the best,
Bud Bilanich
The Common Sense Guy
http://www.CommonSenseGuy.com
Mary, I’m SO with you on this one. I guess I’m more tuned into script reading that I used to be now that I oversee a call center. We actually do call our customers and ask them how they are doing and how they like our service, and on those calls upselling is strictly forbidden. I think that’s very important. Also, I get your point about execs calling customers themselves – I admit I don’t do that as often as I should. Thanks for the kick! All the best.
Bud, Starbucker – as always thanks for dropping by.
Personally, I find it effective to combine emails with phone contact, “Here’s an article I thought you’d find useful” and so on.
And, good ol’ fashioned snail mail is really different and a way to keep that personal touch personal. Funny how “outdated” things become cool again, isn’t it?