Posts Tagged ‘CRM’

Eye of the Storm: Sales Reps vs. Grumpy Customer

Today was horrible. I was having a personal emergency and trying desperately to balance work deadlines at the same time.

I won’t bore you with the details, but it was one of those everything-is-going-wrong, my-life-is-ruined, the-whole-world-is-against-me kind of days where your head is throbbing and your heart is racing and you just feel like you’re going to implode.

Those days happen to all of us every now and then. And even on those days, we will have to deal with solicitors, advertisers, and sales reps trying to gain our business and talking our ear off as if nothing in the world were more important to us than what they had to say, OR maybe they are taking their sweet time to respond to an email or phone call that seems like it could break your career if not handled in a timely manner.

These are the days where good customer service really matters. And I know that, for sales people, these are the days when it’s the hardest to be polite to a grumpy, hurried person over the phone or email. Sadly, today, I was this horrible person to deal with. I was short wiImageth the sales reps I spoke to, and with the marketers that called me during the very busy day.

Two interactions, though, really stood out to me. The first, with a lady from a bureaucratic institution that I called to help me resolve a personal matter. Though I tried to stay polite and calm in my state of emergency, she was immediately short with me, interrupted me often, and was quite rude. I’m sure I was cursing her in my head as soon as she started talking. My mood spiraled and if it was possible to become a tougher customer than I already was, then I did.

On the other hand, I had an urgent need to learn more about some promotional items for work. I emailed the sales rep I had talked to more than two months prior. He got back to me quickly, answered all my questions, and then followed up with a phone call. He waited by his phone as I continued to call back with more questions. Even though I was under intense pressure, I felt immediately grateful to him. I recognized that he deals with customers all the time that are probably just as picky and difficult as I was. Yet here he was, treating me as if I was his only customer. I was confident that he would handle my needs.

I hadn’t felt that way toward anyone all day.

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For a very brief few minutes, I felt as if everything was going to be OK. I was in the eye of the storm. And that moment of calm allowed me to regain my sanity and take on the rest of the day confidently.

Lesson to marketers (including myself): Because of that moment, I am about 90% morelikely to use that company in the future. And I will likely call that sales rep directly every time.

Today, the difficult, grumpy customer was me. Tomorrow, I could easily be the marketer on the other end of the phone, stuck talking to an unhappy and annoyed potential client. I hope I handle it as well as this guy did.

Have you ever talked to – or been – a disgruntled customer? How did you handle it, and what would you do differently?

Client-based marketing: What’s in it for them?

Sometimes we all get stuck in a creative rut. With the small stresses each new day brings, it’s easy to get wrapped up in tasks and forget why we’re doing what we’re doing. That’s why every now and then, I like to refer to the “old greats” for inspiration.

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Lately I’ve been revisiting How to Win Friends and Influence People, and one principle that’s really struck a chord with me  is “Arouse in the other person an eager want.”

Hmm. That’s obviously what most marketers are aiming to do when they reach out to clients or prospects, but how many of us are actually achieving that goal?

As you may know, in January I started working as Director of Communications at an architecture firm.  I recently received an e-newletter from a vendor that went something like this:

<Vendor Name>

Check out our website!

Hello!

We have an updated website!

Our workers are very experienced and take great pride in their work. We will be happy to give you a free estimate, so feel free to call us at <phone number> to schedule a time for us to bid.

<Pricing list>

We provide our customers with innovative materials…we offer quality installations…We are committed to enhancing your ability to achieve the goal of your building project through our desire to excel…

We would love for you to stop by our showroom. <Address and hours>

Sincerely,

<Respresentative>

My first reaction was to delete this email. They were asking me to visit their website, but why would I want to take the time to do that? I am too busy trying to figure out how to drive people to my own company’s website! And what will they have to offer that others don’t?megaphone

Lots of people say they have high quality products and good customer service. These things just look like empty brags.

Finally, in the last paragraph, they mention my needs, the “ability to achieve the goal of your building project” but even that is vague and they start right back into talking about their own desires for us to come visit their showroom.

So I started thinking, what does our newsletter look like? What do our proposals communicate? What messages are we sending our clients? While I am glad to say I think our messaging focuses on answering concerns of the client, I was able to think of ways that we could be even more client-centered.

Take a step back and look at your marketing message – your e-newsletter, your flyer, your website. What message are you sending? Is it focused on your company’s desires, or your clients’ needs?

After all, as humans, we are all focused on our own needs. No one is going to use my services or go to my website just because I tell them that I want them to. What value am I really offering? How can my business make things easier or more efficient or higher quality for them?

In an effort to keep this question at the front of my mind, I printed off this label and stuck it to the top of my work laptop (sorry boss!) 😉

Have a great weekend everybody!

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