You’ve got something you think I’d like. You want to get paid for it. I’ve got the right to say no, of course, but why do you have to be ashamed to come out and ask? I’m upset right now because I just got a call from a public radio station I’ve supported in the past.
[Digression – I live where I can listen to 3 public radio stations and I do. Frequently. And I support them. Donations have ranged from $100 to $1000. So I like these guys. Until today. End of digression]
The call started like this: “Hi Mr. Seiffer [Dead give away right there when they use my name. At least he pronounced it right] I’m calling from WNYC radio. You appreciate the coverage we provide and blah blah blah ….”
The call ended like this: “Sorry I’m not in a position to give right now” and I hung up. But that’s a lie. Who’s not in a position to give $35 or $50 bucks? You blow that going to a movie if you’ve got kids. So why am I upset? I guess it was the hypocrisy of the whole thing. Not showing any idea that his call might be an intrusion and then having a stranger try to tell me what I like and why.
The best way to respect my time is not to ask if I have time to talk, or how am I doing. Just to get to the point. You know I like the station – you’re getting my name from a list of donors! Don’t act like you have to remind me. You’ve got 10 seconds; come right out and ask for money. Like this:
“Hi. I’m calling WNYC contributors because we need more money. Can you make another donation at this time?” Short, honest and respectful. Of course they should be prepared to talk if I say “But I just gave – why do you need money again?” They should even be prepared to bribe – and I don’t mean with another damn tote bag – how about with my privacy. “Well, sir if you can’t give now, is it because we did something to piss you off? Or can I put you down for a gift in 6 months? If you say yes to that I can promise you won’t get another call or letter from us till then. “[but then they better make good on that promise].
They could even be funny. “Hi. I’m calling WNYC contributors to beg grovel or plead because we need more money. Would you prefer begging, groveling or pleading?” That would be a lot more respectful that fake conversation.
Takeaways:
- Nothing wrong with selling. Don’t try to hide what you’re doing. But make it easy for me to end the conversation. Not only will I be happier, you’ll get more sales calls in each day.
- UPDATE: I’m an introvert so I don’t like chatty friendly sales people – I want to do the business and move on. But what about people who like that “small town” friendliness? The takeaway is honesty. If you really care or really like to chat, by all means do so. But don’t act like the sale is an after though or not the main driver of the interaction.
4 responses to “What’s wrong with Selling?”
If you are a WNYC member, and if you are old enough, then you would know that
WNYC = We Need Your Cash.
If you are a WNYC member, and if you are a New York Times reader, the please start dunning the managing editor of the Times about their lack of any notice of WNYC’s participation in musical events when WNYC is one of the commissioning or producing agents, e.g.,Ingram Marshall’s ” Orphic Memories,” reviewed in the Times with no mention that WNYC co-comissioned the work; the the just past Bjork concert, co produced by WNYC and NPR, reviewed in the Times with no notice of WNYC;and, previous to these, the Ira Glass television project for This American Life, two articles, and no mention that This American Life can be heard weekly on WNYC New Yorp Public Radio.
Start to write the managing editor, and, spread the word. I wish we had a forum on tghe web site, but we don’t.
>>RSM
WNYC Zealot
I really didn’t mean to bash WNYC – they are in my opinion a wonderful radio station. And their marketing is not nearly has ham-handed as some. But it is typical.
John,
Hi, nice post. I’ve just started my own business blog, and like you, I am interested in helping small businesses. I am in the UK though.
I think your point is spot-on and my personal feeling is that when people look to make a pitch or presentation, the sales and marketing seminars/books etc have way too much focus on ‘slickness’.
Here in the UK, such pitches are generally less ‘slick’ and this correlates with the less pushy nature of advertising and market over here compared to that of the USA. I’ve seen some material from the states in the past and you can just tell immediately that it must have been created in the USA.
It would be very interesting if the Radio station would carry out a campaign based around your ‘being candid’ model and compare the feedback and fundraising results. Maybe you should suggest it to the station manager?!
On a side note, I’m hoping to stimulate my thoughts on business topics, so plan on keeping track of your blog and commenting on your articles. Maybe my UK slant on things will make a worthwhile read 🙂
Mark,
I’d love to see the UK slant on things. Feel free to post your blog address here. My take on the slickness factor is that Americans get hit with so many marketing messages they are jaded. The marketer’s response is to get slicker. Not necessarily the best response but the one they’re doing.
I’ve spent some time in Australia and agree that the things that work in one place don’t quite work in the other. And it’s also true that the US is a very large market but also a very diverse one. Things that work well in some places here don’t work in others.