It’s a sad fact, but many of us are terrified of our customers. I’ll say that again – many of us are terrified to make contact with our customers, it’s like they are aliens visiting from outer space – a species to be feared and avoided at all costs…
Unfortunately for our businesses and sales figures, these aliens are unlikely to abduct us, take our products and leave us with a pile of cash and a story that will probably get us committed.
So why are we afraid to make First Contact?
Here are the top five excuses that we hear all the time – and the reasons why they are as far fetched as UFO’s
- Nobody Likes to get Cold Calls
Absolutely true. No one likes to get cold calls at 6. o’clock at night when sitting down to supper. And no one wants to get cold calls at the busiest times of the day and week. So think about WHO you are calling, and when would be most convenient. For example, if you want retailers to carry your products, the best days to call them are not Thursday, Friday, Saturday and Sunday, because these are likely to be their busiest days – call on Monday – not first thing, around 11 o’clock, after the first cup of coffee. Choose your time wisely, be polite and engaging, and you are more likely to get a hearing. If you really dislike the thought of a cold call…send an email first…
- I sent an email and I didn’t get a reply.
No kidding. I don’t have the exact statistics, but you have to “touch” , or get in front of the customer anywhere from five to fifteen times before you are top of mind for them, and they think of you when they want to buy. So one email won’t cut it. Follow up with another email, and then a phone call….and so on..
- I don’t like to “bug” people
It certainly does take us out of our comfort zone when we put ourselves in front of people so often. But while it feels uncomfortable for us – it isn’t half as bad from the customer’s point of view. Be polite, be passionate about your product. Sales is all about building relationships and this takes more than one date.
- I’m not “salesy”
I wish I had a buck for every time someone said ” I’m not a natural salesman”. Of course you are. As I said, sales is about forming relationships, gaining trust and credibility, and providing your customer with the product they need or want. If you really mean “I’m not a natural secondhand car salesman” – GOOD! Those kind of sales people are NOT trying to form a relationship – they are hoping to grab your cash, sell you a lemon – and never see you again…
- WHAT IF THEY SAY NO?
This is the Big One. Fear of rejection. It is hard, when you have worked to create this product that you are passionate and proud about, when someone says “no”. So do your home work. Research your “ideal customers”, those who will most likely want or need your product and focus your attention only on them. Then, if you get a “no”, it’s more likely to mean “not yet”….rather than “never darken my doorstep again”
It’s going to take time to build your customer base. Like great relationships, they need to be worked on and nurtured.
So don’t be afraid….make First Contact……..
