Whenever I work with entrepreneurs I ask them: “What is your first and most important responsibility?” The popular answer is “make money”, and of course this is vital. But at the top of the priority list is … letting your target market know you exist. The emphasis is on target market because when we spend time connecting with people who will never be our customers … we can create some serious damage. Here’s an example from my long-time colleague and friend, Linda Daley of Daley Progress.
What was Linda’s experience in a recent phone call? And how did she react?
Recently I received a phone call that went like this: “Hello, I’m just calling to speak to the person who makes decisions about your exterior signage.”
Having learned from The Phone Lady that using the word “just” is a no-no because it diminishes our message, it always jumps out at me when someone uses it on the phone. My first thought was, “Oh, too bad,” and I felt pity – and yes, a little scorn – for the caller.
Equally sad is that I shouldn’t have even been on the calling list and received that phone call. I work from home and that’s easy to find out with a little online investigation. Not only that, but I’m known to the company owners. With a little care, I should not have made it onto the calling list.
Then, only a few days later, I received an email from the same company that started like this:
Some days it’s better to stay in bed. Would you trust your signage to a company with such disregard for their own marketing?
And again, I should not have received this email as I had previously unsubscribed. After a few years of not hearing from this company at all, suddenly I became part of a new campaign. And my experience has not been good. What they’ve ended up sharing with me is:
- an untrained or inexperienced salesperson
- poor vetting of their prospect list
- poor management of email contacts (leading to CASL violations)
- lack of care with their own marketing
This combination of events has made that company stand out in my mind as one I would never recommend. And I’ll remember it for a long time as I share this story with other small business owners as an example of what not to do.
Where’s The Phone Lady?
September 25 – Customer Service Excellence, Dartmouth Sportsplex, Dartmouth, NS
September 26 – Customer Service Excellence, Wilsons Security, Halifax, NS
September 28 – Talking to Your Customers, CEED, Halifax, NS
October 2 – Essential Communication Skills to Reach and Meet More Clients, Toronto, ON
October 4 – Client Service Excellence, North End Community Health Centre, Halifax
October 10 – Owning Your Sales Process, CEED, Halifax, NS
October 15 – Phone Skills for Entrepreneurs, CBDC NOBL, Truro, NS
October 16 – Phone Skills for Job Search, Older Wiser Labourforce (OWL), Halifax
October 17 – October 4 – Client Service Excellence, North End Community Health Centre, Halifax
October 18 – Creating Consistent Revenue, ConnexionWorks, Saint John, NB
October 19 – Building the Future: How Mentorship Supports Prosperity in Atlantic Canada, Futurpreneur Atlantic, Saint John, NB
October 25 – Client Service Excellence, North End Community Health Centre, Halifax