By Colleen Francis
Editor's Note: Part one of this article tells the first tale of deception. Click here to read the second and third tales in part two.
Over the past few weeks, I've found myself on the receiving end of a series of particularly heinous sales techniques—all of which were aimed at getting through a gatekeeper to a decision maker, and all of which ended disastrously for the business developer involved.
I firmly believe that, to improve our skills and the relationships we have with our prospects and clients, it's just as important to know what not to do as it is to know what to do. In that spirit, I decided to recount and dissect these painful experiences, in the hope of sharing with you where these sales people went so wrong—and what they could've done instead.
(One word of warning: while I've chosen not to use any names in order to protect the potentially innocent companies who may be employing these sales reps, and may not be aware of the "techniques" they are using, the stories you're about to read are, unfortunately, all true.)
#1: The Case of the Anonymous Acquaintance
First, a couple of weeks ago, I received a magazine article in the mail that detailed the benefits of sales professionals taking a public speaking course. On second look, I saw that the article was actually an advertorial, complete with a registration form for the course at the end.
Attached to the piece was a post-it with a handwritten note which read: "Colleen, I thought you would find this interesting." It was signed with an illegible initial—Maybe a "J"? Maybe an "I"?—I couldn't be sure. I had no idea who had sent me this "highly informative article," but because of the handwritten note, I assumed I must know them. I looked at the envelope it had come in, and, sure enough, found no return address and an automated bulk mail stamp - sure signs of unsolicited mail.
I'd never heard of the company offering the seminar, nor anyone they were associated with. Clearly, they were trying to hide behind their anonymity because they knew, that I knew, that they did not know me.
Why Is This Crossing the Line?
By trying to pretend that they know and have a relationship with me even though they don't, this company is lying. To me, an approach that is based on a lie is the worst kind of mistake—and the absolute worst first impression—that any sales professional can make.
This lie is being used in the hope that I'll feel guilty enough about not remembering who they are that I will call the company to find out, at which point they can try to sell me on their seminar.
Will I be in the mood to be sold anything once I figure out their game? Will I ever buy anything from this company, or recommend them to my colleagues and associates? Am I likely to respond warmly to any follow-up call that might happen to come along?
The answer is no!
So if you've ever been tempted to try to lure new clients with a lie, first ask yourself this: if the prospect finds out what you're really up to, will they be mad or embarrassed? If the answer to either of these questions is yes, then find yourself a different tactic—fast.
How Not To Cross the Line
The idea of staying in touch with your customers and prospects by sending them an occasional article or other information is a good one. But if you use this technique, make sure the following rules of thumb are applied consistently, and without exception:
- The article is relevant to the prospect.
- The article is simply that—an article, not just a glorified advertisement for your product.
- The prospect knows you and you clearly sign your name so they can see it is from you.
- You identify who you are on the envelope.
- You make a follow-up call after they've received it.
These steps just make good marketing sense.
Editor's Note: Part one of this article tells the first tale of deception. Click here to read the second and third tales in part two.
Colleen Francis is Founder and President of Engage Selling Solutions. She understands the challenges of selling in today's market and how traditional sales techniques from decades ago often fall short. She's studied the habits of the top 10% of sales performers and complemented conventional wisdom of the sales process with proven techniques for a sales approach. You can email her at colleen@engageselling.com.