SALES CALL: Trusty Today, Trusty Tomorrow

If you called me up and left a message that I failed to return, what would you think of me? Would you assume that I was busy or maybe in the GAOnline Columnists' Lounge swapping war stories with other literary giants? What if you called back and left me a second message, and I still didn't reply? What then?

My guess is that you would question my upbringing and start Googling my parents' phone number to complain. A third and fourth call would make you increasingly angry, especially because my outgoing message is a cheery and chipper, “Hi! Thanks for calling. Leave your message, and I will get right back to you.” At this point, you'd think, “Liar! Where are his manners? Where is the courtesy? Is he REALLY someone I want to speak to and possibly do business with?”

I recently placed an entry in my GAOnline blog regarding rude print buyers. I had just come off a week-long barrage of prospecting phone calls, in which I was attempting to sell existing customers a new time-management training program. I made a total of 69 outgoing calls and was directed to voicemail 76% of the time. Only four customers called back. Customers! If they were prospects, I might understand, but customers?

Okay, sure, I am certainly not a priority. I know that. And I am trying to sell them something that requires that they spend budget dollars. I know that as well. But it baffles me that two or three voicemails do not result in at least a “Thanks but no thanks, Bill.” So, after a week of feeling ignored, I was in no mood for a pleasant blog, and I unloaded. (If you are looking, it's called “The call I would like to make” at graphicartsonline.com.)

In response to my venting, Liza D. wrote, “Bill, I understand exactly what you are saying. I am a polite person, and had been a print buyer for years before starting a print sales job within the last five months. I can't understand these buyers being so rude.” She went on to suggest that it be mandatory for buyers to call back any sales rep after the fourth voicemail message. I'll be passing around a sign-up sheet for that idea.

In fairness to the print buyer, a voicemail message that stimulates no interest in generating a return phone call probably should go ignored; but still, I believe persistency needs to be recognized. According to my highly suspect, self-funded live seminar study, 90% of all first-time voicemails go without a follow-up phone call. Those who call a second time instantly differentiate themselves. Calling a third and fourth time, while borderline “stalking,” should earn credit—and does.

Liza D. continues, “The good news is that as a buyer for 10 years, I do know for a fact that the person who keeps calling subconsciously gains the respect of the buyer, and when the time comes that the buyer needs something that their current supplier can't do for some reason (and it will ALWAYS happen), that sales rep will get the call to see if they can help. The buyer knows the rep won't bail on him because he has persistently been calling for 10 months.”

So, after you read the blog entry, consider leaving this voicemail message the next time you make multiple attempts: “Hello again, this is <<your name here>>. I hope that by now I have proven my pleasant persistency and demonstrated the kind of drive and diligence I'd think you'd want in a print vendor. Why not reward my effort with a return phone call? A good vendor is as important as a good customer. Imagine how hard I will work for you once you gain that status. Call me!”