Magnus Marketing Blog

I got a call from Pitney Bowes representative just a few days ago which provides a perfect example of how NOT to prospect. This is what I also call classic telemarketing - which does not work today. The woman was just doing her job and I do not fault her IN THE LEAST, in fact, I lay blame on Piteny Bowes marketing - which like Cap Gemini - needs to get with the program in terms of how to develop new business!

Phone rings, I answer it. A lady identifies herself from Pitney Bowes and immediately launches into some new mail machine that can be used for clients (my clients) or for promoting my business. It is cost effective and (blah, blah) plus I can try out the machine. I listened and proceeded to tell her that I do not do any mailings, being that I am a one person office and don't do any direct mail. She then asks the ONLY question of the interchange, "how do you promote your company". To which I answer, the same way I promote my clients through phone and email. She then asks me if I heard of the new model and would I still like to try it out to promote my business? I say No and thank her.

Lets break down all the errors committed here:
1. She did not qualify me at all with any questions, save one which occurred late in the conversation.
2. She pitched without a clue as to what I do or how I do anything.
3. She tried to push a solution on me when I have no problem (try the new mail machine).
4. She did not offer any products or services that I really might need or suggest ways in which my business could benefit from doing direct mail.

A simple solution and training would change the situation. All she had to do was ask 3 simple questions.

Hi, my name is Alanna, from Pitney Bowes. Are you familiar with Pitney Bowes? (Yes, I am)
We are launching a new SMB focused mail machine, the RMB2001. How often do you do direct mail for yourself or your clients? (I don't do any direct mail.)
You don't do direct mail? How do you typically promote your company or clients? (Through email and phone)
Oh, I see. Well at this time Pitney Bowes does not have any products or services that fit your needs. (OR: I know of a customer just like you who started direct mail and achieved a 15% ROI, you might look into it as an avenue to promote your business or your clients) If you or your clients do any direct mail, then I hope you will think of us first! Thank you for your time.

Same thing happened with a very nice salesperson from Progressive Business Publications. He was introducing a new newsletter for IT people. I receive the Sales newsletter which I like very much and would definitely recommend, the Marketing ones are good too. They have a good product. In his case, he kept trying to get me to look at this newsletter which, again, has no relevancy since I have no IT department and am not in IT. He, at least, asked me some questions. However, the minute I said I have to IT department - the next question should have been do you know anyone who might be interested, and if not - "Thank you for your time, we will let you know when our next newsletter launches to see if that would be of interest".

These are classic examples of not only selling to an unqualified prospect and poor qualification processes, but of sales people who do not know how to move forward. Not to mention, poor lists and backend management. I will be these folks are measured on how many dials, connects, and conversations they have. Sure, both of the people talked to me, but got no sale. Uh, I wasn't qualified and should never have been called in the FIRST place. Also, a quick look at my website or blog would have clearly demonstrated I have a home-based business, I don't do direct mail, and have no IT department.

Now, I will show you an example of REAL consultative prospecting!
The client is 3X Systems. One of the target companies was a software firm that creates password management solutions. I looked at the website, did a little research on the company - they are a smaller business that works within our target market. In poking around, I found that they had some clients who were asking about how to store and backup their accumulated passwords. AH-HA, I said, I see a problem that 3X could solve. We share similar markets and target companies, our data storage solution is compatible with their technology, and - bundled could make a nice value proposition for those clients who desire a storage behind the software. I found the President/Owner and sent him a nice email with my thoughts about a prospective partnership. We then had a conversation, to which he added even more to the scenario and....the meeting will be in a few weeks. It could be a very good opportunity for both companies. Very good. How lucky are we.

That is "intelligent prospecting" at its finest. Not only did I qualify the prospect, but created opportunity on both sides.

And, when people tell me "NO, it isn't a good fit" and I find out WHY, if the reason is valid - it really isn't a fit - then by golly, I move on and find someone else who may fit. Why waste time? Why try to push to meet some arbitrary number that corporate set? If you manage by the numbers, you will get only numbers - not strong opportunities. Lets change the mindset!