It’s seven o’clock in the evening. You and your partner have just sat down to enjoy a roast dinner. You’re set to enjoy a couple of glasses of your favourite red, and the kids are in bed so the night can proceed without distraction. Just as your partner is about to say, “This looks fantastic, honey!” an offensive sound smacks you in the ears … Ring! Ring!
“Who could that be at this time of night?” you spit! You reluctantly drag yourself from the dining table thinking to yourself that phone better not have woken the kids up.
“Hello,” you answer impatiently.
A slight crackle penetrates your ear, followed by a muffled “Hello”.
“Who is this?” you ask even more impatiently.
They respond, “Is this the owner of the household?”
You know from the countless carbon-copy introductions who you are speaking with. It’s a telemarketer. Another bloody telemarketer! In your polite rage, you simply hang up, which is an improvement on the previous occasion when you cut them to pieces with a razor tongue.
Your attempt to create a relaxing evening has been compromised, by a self-focused stranger trying to sell you something you don’t need or want — over the phone!
Even if they were selling gold bars for free, I wouldn’t buy. Why? As a customer, I don’t trust them. They don’t respect me, my time, my values, my right to privacy, and my right to choose what, when and how I buy. I love buying, but I hate being sold!
Why do salespeople conduct this type of insolent behaviour? Some would say they’re inept or desperate and have no other way of generating business. Others may suggest it works: since it’s worked in the past, it will work now too. This may also be correct, but I doubt it. I’m sorry to say, but thoughtless telemarketing is a waste of time, times have changed.
Telemarketing may be quick and easy and cost-effective, but it is also impersonal. Remember, when it comes to influencing and building genuine connections nothing is more powerful than full-body contact; the type of contact where you can see and feel the other person’s energy and understand the exact tone of the conversation. This builds trust.
Your success in business will be in direct proportion to the amount of people who know you and what you do in a positive light. Don’t ruin your reputation with thoughtless communication.
Trent Leyshan is the founder of BOOM!, Australia’s leading sales training and development specialist. He is the co-founder of Expand People and author of The Naked Salesman.
