Over the last 6 weeks I’ve had 3 separate tradespeople come to my door trying to sell me construction upgrades, lawn fertilizer and a new roof. Over the summer so far, that’s brought the total amount to probably 10 cold calls. Unlike most people I LOVE standing at the front door and hearing their sales pitch. I like watching their body language, I eagerly outstretch my hand for their sales collateral, and I listen intently to their “close”.
Unfortunately though I’m always left very disappointed. Their sales pitches are usually rambling and sound over rehearsed. I’ve yet to hear one that contains an irresistible offer or a reason to make me want to whip out my check book right then. None have referred to a guarantee, and frankly their sales collateral (if they even have any) is just awful. And follow up direct mail? None.
All 3 of these companies are great examples of organizations still trying to use the old economy rules in the new economy. Sloppy salesmanship was acceptable in the past because back then it was more about being in the right place at the right time. The heedy spending days of the property boom meant cash was flowing and you only needed to offer a service scarcely adequate to make a good living.
Not any more.
As consumers we hold all the purchasing power again and we know it. Companies who want to separate us from our hard earned cash MUST woo us, persuade us and give us an incredible offer to make us take action. While the 3 different companies who dispatched sales people to my house had invested in uniforms, name tags and their staff actually taking the time to do cold calling – they choked on the stuff that really matters. The actual sales presentation, the sales collateral and the direct mail correspondence afterwards.
At bare minimum the sales collateral they left me with should have radiated with benefits and contained a limited time, irresistible offer that also contained a risk free, full satisfaction guarantee. And if I still failed to call to take them up on that offer, I should have been mailed 2 follow up pieces containing a second offer. And then I should have been added to their mailing list so that when I am ready to “grow a lawn as rich and thick as nature’s own shag carpet”, I’ll know exactly who to call.