Received a voicemail from a gentleman saying the the television talkshow host (very well-known) whose show he produces wanted to interview me for a special program he was doing regarding increasing sales in today’s economy.
Because I do a lot of media interviews both for The Go-Giver and Endless Referrals and have been writing and guesting on this topic quite a bit of late, it didn’t seem like an abnormal request. It was terrific that it was this particular host who was interested but, aside from that, nothing out of the ordinary.
When I called he began to pre-qualify me and do a “pre-interview,” both of which are quite normal for a show of this magnitude. Once he was satisfied, he began a…dissertation that lasted about five minutes. It turned out to be a sales “pitch” (Ugg, hate that word) for an advertising package that would be about $20,000.
I politely declined without – of course – even considering the benefits of the package.
The question is, “What was that “gonif” thinking?”
Perhaps the following: “I’ll lie through my teeth to bait this person, and then, once I have him on the phone, I’ll switch him to a $20,000 package. And, he’ll probably be so anxious to be on television he won’t have any idea what I just did…and he’ll buy.”
First, let’s put aside the fact that you would never even want to do something like that because you are a principle-based sales professional and what he did is totally beneath you.
However, there is also a very selfish reason for not acting that way…it ain’t good for business.
The moment the prospect understands they’ve been lied to, the sale is over. There is no trust involved. And, even if the prospect is temporarily “bamboozled” enough to buy on the spot, he’ll rescind once consciousness has been regained. (I know, not always, but usually.)
This doesn’t mean he should have left a voicemail message telling me that he wanted to sell me an advertising package with a pricetag of $20,000. Of course not. I wouldn’t have had nearly enough information to reach a logical conclusion on my own. However, he did need to find an honest way of eliciting my interest in order to ensure a return call
(Actually, anyone who knows me knows I return all reasonable calls but I realize that most people don’t so the voicemail should inspire curiosity…but must be presented honesty. An excellent teacher of this skill is Art Sobczak.)
I love what my friend, Gill Wagner, President of Honest Selling says:
“Sell with manipulation and the world is your battlefield.
Sell with honesty and the world is your playground.”
It’s also a lot better for business.
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We’ve all fielded those kinds of calls and, if we’ve been in sales, we’ve probably been trained and expected to MAKE those kinds of calls. No doubt about it, occasionally work – ONCE. But even someone who does buy feels duped and seldom buys that package again (nor are they as likely to fall from it the next time someone tries it on them.) As you say, that “advertorial” sometimes has value but that kind of manipulation leaves you feeling you got less than you expected (because the relationship started with you expecting to be featured based on your merit not your money.) As you know, Gill is a dear friend as are you, so perhaps my endorsement of your joint philosophy seems biased, but those friendships began from my admiration of your philosophies and grew into my love of true friends. So I’m going to sing your praises anyway and know the world will come around and be a better place for it.
All the sales games, gimmicks, tricks, closes, etc. are on their way to the graveyard. They can’t work in a connected world. With the entire world communicating more than ever before we are all becoming more and more attuned to anything that is outside of authentic. It might be wise for ALL salespeople to realize that the world is now training in communication 24/7 and the more everyone trains the more sensitive they become to being gamed.
Awesome story and So true. The best life policy I have found is to be kind and tell it like it is. I’d rather have three really satisfied customers than one prospect who thinks I’m a “gonif”. I just love your book, “The last prospecting…” It’s thin, easy to read…but best of all easy to understand. Thank you for being you and helping to make our industry a better place.
I do not run my business this way and I doubt anyone who reads you would.
But this is a very timely and important post. While I don’t resort to these tactics, this makes me re-examine my own behaviors to make sure that I act with scrupulous honesty in all I do.
It’s always good to take inventory. Thanks for a gentle reminder.
Thank you, friends, for your TERRIFIC responses. All very profound. Much appreciated!!
Bob