A sales guy from Dubai Municipality called me to sell me advertising space in their upcoming book.I didn’t want to say “no” as I am a sales entrepreneur myself, so I decided to politely say “no” (and how many polite “no”s do I get a day?).So I asked him to send me a fax with details of his proposal.
Before I get the fax, he called me twice, asking me if I had got the fax. I told him not yet. He also had called our new secretary, asking if the marketing manager (me) has got the fax.When he called me for the 3rd time, I told him that I have got the fax, and I will need to discuss it with our Managing Director (which I will never do so). He promised to call me again.
This was yet one more sales person had given me call. I am receiving at least 10 sales calls aday, 90% of which I show them the door.
I think cold calling doesn’t work anymore. In fact, I myself am seeking new ways of getting new business, without cold calling and I think I have hit on something that I may share with you in future.
What I hate (as a decision maker with regards to buying marketing services) is that I hate “Force Marketing”. The sales guy from municipality called me 4 times, and had called the receptionist 3 times until I confirmed that I had received the fax. If he was a good and intelligent sale reps, he would have understood by now, that I am not going to buy a space in his book. He could therefore spend his time on contacting other prospects. I think his marketers have also not done proper market segmentation and they don’t have clear or correct strategy.If they had a clear strategy, they would not have called me in the first place. And then they would have taken their time to meet me and to try to build relationship.
What we learn from this? Lets not force the prospect to buy. It doesn’t work anymore.
It is the end of cold calling…it’s the end of force marketing.
Tuesday, August 08, 2006
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