This is a reminder to me: Do not apologize for making a career out of advertising and marketing. If you take something away from it, too, then cool by me.
Salesperson #1’s Tale
Salesperson #1 sent me four emails over two days urging me to buy something for one of my clients. Here’s the last of the four emails:
On Jan 20, 2011, at 5:16pm, [Salesperson #1] wrote:
I am fighting for page 2 ….have someone else starting to show interest, I am crossing my fingers [your client] gets back with you. (no I am not a used car salesman, this is real)
Listen, I’m sorry, but it’s kinda like you saying, “Well, I’m not racist, but …” and then you proceed to render some horribly racist judgment.
If you have to say you’re not a used car salesmen, I think you and I both know you’re behaving like a used car salesmen. Right? Do you disagree?
Salesperson #2’s Tale
Late last week, Salesperson #2 emailed me about a different client to let me know our annual (my clients typically all buy 52-week contracts) contract was coming up for renewal in about a month and could we schedule a get-together to discuss renewal.
My client’s business is weather-related, and our weather’s been bad (and thus good for his business), so my client hasn’t had the time to discuss advertising.
This morning, Salesperson #2 followed up to see if I’d spoken to my client yet. Nope, I said.
On Jan 25, 2011, at 10:24 AM, Salesperson #2 wrote:
Sure, I understand. Thanks for getting back to me. I hope I didn’t come across too much like a salesperson! Thanks again, have a great day.
Tim Miles replied:
You are a salesperson, though, and a good one! You’re a great steward of your gifts and talent and your company, and you have no need to apologize for it!
People don’t hate salespeople. They hate pushy jerkwad poopheads, and sometimes pushy jerkwad poopheads are salespeople, and sometimes they’re kindergarten teachers and sometimes they’re carpenters.
Okay, they’re not usually kindergarten teachers.
: )
t
Love it!! Thank you for pointing out the difference. I feel the same way.
First of all, salesperson Number 1 is VERY excited and “sold themselves” on whatever it is that they are wanting you to buy. That’s usually a good sign from a rep. The more excited THEY are about something, they know it’s of great value. I think salespeople forget the part that: WHAT’S IN IT FOR THE CLIENT” is most important.
No salesperson should apologize for following up. That’s their job. Your client has a business to run and advertising is just one small part of what all a business owner has to do within a day. I think the word “salesperson” has a stigma. Truth is, we sell whatever our clients are selling.
Tim,
> WOW!!!! Thanks so much for this email. I find the “issues” discussed with Sally very interesting. I am a sales rep, been doing this 14 years now. I’ve worked for the same manager 10 years. I love the guy. However, he has a new boss(s) and they are the stereotypical “here’s-how-you-do-it” folks. Cookie cutter packages, always want to go back to square one and believe “their way” is the right way. They don’t think or trust that my relationship with my customer or that my interaction with my customer (many of whom I’ve worked with more than a decade) is the “right way”. They want the whole “here’s-why-we’re-great” speech given to someone at every turn. They also want me to push “packages” and other stations in our “cluster” down the throat of a client who I know doesn’t want or require these “great ideas” to accomplish their goals.
Managers need to understand that although they have a wealth of knowledge (that’s why they get the big bucks!!) that AE’s have relationships with customers that must be recognized and valued. We know what our client wants and we work with them in the manner they request. Not only does this make it an easy process but it shows our client that we respect THEM.
I recognize the education process is a vital tool, but that information can be discussed at regularly scheduled coffee or lunch (monthly or bi-monthly as some of my customers prefer) meetings.
When customers send an RFP, they want their needs met. End of story. A good radio rep already knows what’s going on with the client (and client’s client) because they’ve been in touch prior to the RFP.
Tim — Thanks for sending the e-mail…
There are so many things that come to mind after reading this!
Illuminates the definite difference between “salespersons” and “meetingclientsgoals/needspersons”.
But you’re exactly right, if you find it necessary to say you’re not (something), then most likely you are.
By the way, I do know some used car salespeople who do a great job of meeting their customers’ needs without the stereotypical nonsense, but totally get your point.
I take some comfort in the fact the the “stereotype” hasn’t moved to “your acting like a media rep”, although I worry a bit…
I have been proud to “feed my family” — you know, I really like them a lot! — as a “salesperson” for all these years.
Tim,
The things we say and do as “salespeople” can sometimes really show how good or bad we are at our job or how close or far away we are from our goal, huh? Desperation shows everytime. I have always liked thinking of my self and my staff of consultants who help people sell themselves on what they know they need to do. I will admit, there are some really pushy salespeople in our industry and they do have sucess for awhile but make people run from the rest of the great salespeople. There are also a lot of really good salespeople in the advertising industry who really care about their clients and come up with great ideas and strategies for long term success. Our jobs are to sell so I understand where sales person #1 is coming from, he just needs to think a little deeper and learn how to sell with out desperation and try to accomidate the needs of the client instead of himself. Salesperson #2 seems sweet and sensitive to the fact that you have a lot of people after your time. I hope she works for me and I hope she learns that it is a great thing being able to help people buy something that helps their business grow!
Well-spoken, as always, Mr. Miles. Agreed that not all salespeople are alike and not all salespeople conduct business like he/she is working on a used car lot. There is a big difference between the ones just wanting to make a sale and those who are truely interested in a client’s needs.
Tim,
That’s great stuff! I like the use of POOPHEAD. I gleaned a couple of things from your article. One, salespeople should not apologize for selling or being a salesperson. Be proud of what you do and just remember we all sell, regardless of our profession. Some just better than others:)
And second, don’t be the jerkhead who does not listen and forges ahead without any consideration of the prospect or clients wishes or time.
P.S. I too know a car salesman who sometimes sells used cars but is never pushy nor obnoxious.
wow… are you going for the sympathy card? trying to be humble? to have me believe that I’m the only client you really care about? or are you really attempting to become irrelevant… because if so, rock on coz you’re on the fast track and gaining.
Let’s get it on the table. You know that I know, that in order for you to get paid someone has to buy something from you. That’s ok with me… I believe that you and your family should eat. My client too for that matter. Oh and me — and my horse, Kenny. There’s nothing wrong about being paid for providing a product or service that I need and/or want. But I digress.
Pity won’t quicken or insure my response. If you were trying to be humourous… oops, missed it.
I know that you would like me to buy what you are offering. And it’s probably a good thing that I know what you have to offer and the caveats that determine its availability. Be up front with me. Heck, even be so brazen as to ask me to let you know if, when and how I want you to follow up. That’s just respectful — of your time and mine.
But don’t belittle yourself. It’s not an attractive colour on you.
I firmly believe that 95% of the people in sales positions would be better off either taking catalog orders over the phone or robbing people at gun point. A bad salesperson is either too weak (order taker) or too dominant (thief with no morals). A quality salesperson is capable of understanding not only what the customer needs, but also how that customer prefers to do business. What a silly attempt by salesperson #1 to introduce some third party interest in the hopes of turning the screws on Tim Miles.
Also Tim, that was good advice you gave salesperson #2.
Timmo…I too was recently reminded the difference between a booger-eating weasel and good salesperson. It involved purchasing life insurance for my new son…I explained to the gentlemen ahead of time that I preferred to build a relationship with my agent but if I didn’t feel it was the right fit…I didn’t want the HARD Mike Anderson PRESS…the agent explained that he understood.
He understood during the process…
However…when I informed him that we were not interested after much consideration…the phone calls and emails came in waves EXPLAINING to me why I was making a poor decision…
That experience immediately made me revisit how I treat my clients…I feel pretty good that I’m doing it the right way…
Tim,
This reminded me of a pet peeve I have with salespeeps.
They say, “Let me be honest with you.”
I’m thinking… “Then that would mean all the other times you’re NOT honest?
Salesperson #1: Not cool with the, “I’ve got someone starting to show interest” bit.
Salesperson #2: If you provide a valuable product/service, you shouldn’t ever have to apologize for being that provider.
See you soon.
It seems a consensus has been formed that Salesperson #1 blew it. I agree. He/She would have probably fared better had they used the telephone in this instance. If nothing else, the inflection of their voice might have helped rescue them from an awkward comment. They should have enough common sense to understand that you as an experienced buyer are aware others might step up and take the position.
Salesperson #2 sounds like she made the classic mistake of making an off-hand comment without truly understanding the ramifications of how it undermines her own chosen profession. At the same time, I suspect she will learn. If she reads your blog, she will.
This conversation reminds me of something I recently listed to about sales: “If you are a salesperson, don’t screw it up for the rest of us. Be professional. I promise you if you follow me into a prospects office, whether they buy from me or not, your chances aren’t going to be negatively impacted because of my behavior. I expect the same from you. If you can’t deliver, get out of the business!”
Joe,
I like your “Don’t screw it up for the rest of us” part. Very nice!
Duane,
I can’t take credit for that comment, although I do agree with it. That was from David Sandler.
I’ll give a little bit of partial credit to you for sharing it. And knowing that it’s a significant and valuable statement! Thank you.