Are you a persistent salesperson who never gives up on contacting a prospect? You might want to rethink your selling strategy if your persistence borders on the relentless. I had a salesperson call me every day for the last 5 days. I didn’t take the call and I knew this salesperson. I had spoken with this person on the phone before and was doing business with her company. Why didn’t I take her calls? Here’s why.
During the first call this salesperson introduced herself as the rep working on my account. One of my books, Real-World Selling for Out-Of-This-World Results was published by her company. She wanted to work with me on a publicity campaign to sell more books. Fine. That’s a great idea. I’ve been interviewed on radio shows in the past. I’ve seen that publicity on some shows generates sales. Some shows are better than others. I was wondering what type of publicity she was going to propose.
What she was talking about wasn’t the kind of publicity I thought she was going to suggest. Her product was a book of books. It was like a directory that listed all the different books that were published. I thought that might have possibilities. After all, radio producers look to these types of books to select guests for their shows. This was not what she meant.
What she talked about was my advertising in a book that would be distributed to the AARP. Yup, the AARP that’s made up of retired people. You realize that her company printed my book so she should have guessed from the title that my book was about selling. I asked her, “Do you think retired people are going to be interested in new ways to sell more?” She answered that they buy books. She didn’t get my concern. She kept pushing with her scripted sales pitch.
Since she was young and probably new to sales, I thought I would give her the benefit of the doubt. I finally said, “I don’t think I’m a fit for your product, but here’s what you can do if you think I am. Send me an email about your program and tell me about some of the results you’ve produced for other business books.”
I got the email the next day. It was an outline of a $5000 program to advertise my book in this book of books. There was no mention of any other business books or results of success with other business books. I was disappointed. Then the phone calls started.
She called every day. Each time she asked if I got her email. Each time she said she wanted me to work with her. I groaned each time I heard her voicemail.
Let me give you some advice if you are working with your prospects. If they give you a clear request–which I thought I had–and you don’t do what’s requested, then consider your sale over until you do address what they want. Why would someone want to do business with you when you can’t even give them the information you need to make a buying decision?