I'm one of those lucky people who receive regular (by which I mean several calls a day) from a variety of advertising sales reps.
This is, in essence, a good thing for my business. I buy a lot of media so it makes sense that I know about opportunities and the various different media that are out there.
It is interesting to me, however, that many people who work in advertising "sales" have a lot to learn about how to sell. And there are a few lessons they could probably take on board from some of the leading online dating sites.
The first one is to know what your target is. Boys or girls? Agency or client? If you have no idea who you're selling to, how on earth are you going to appeal to them? This may actually involve looking at their "profile" or, in my case, the company website.
The second is knowing what you have to offer to the other party. Good sense of humour? Loving and caring? If you want someone to care about you (or your product) you need to know how it's going to benefit THEM, not you.
The third is knowing that you ain't going to do it on a first date. To be honest we've barely even got to know each other at this stage. If you want me to spend £500 over the phone, without having even seen (or in some cases heard of) your publication, it would be fair to say you're not all that trustworthy and you're likely to run out on me at first light, taking my money and never calling me again. Heck, in some cases I'll be lucky if you even remember my name.
The best advertising sales people build relationships. It's a bit old fashioned, but I'm an old fashioned girl and I like to be romanced.
You just can't do that over the phone.
When it comes to media, I am ultimately looking for the perfect match.com.
Tuesday 22 February 2011
Sunday 20 February 2011
I'm Just the Messenger
It only takes a couple of minutes to fully ruin someone's night. And watching it happen can be just as upsetting.
That's what I discovered last night on a trip to the theatre.
We arrived early. Time for a pre-theatre drink and a natter.
But within seconds of arriving in the bar, we knew something was amiss. Staff were thin on the ground, those that were there were playing an admirable game of avoiding eye contact (you know: when they deliberately look everywhere, appear alert, but yet somehow never manage to scan the room in your direction?).
And then it happened. They arrived.
At first they waited to be noticed. And waited. And waited.
Then there was the kerfuffle with whether they had booked or not. We know there was a kerfuffle because we heard the manager ask the waiter loudly, and in a tone of voice that could only be regarded as irritated, "Have they booked?"
And it would appear they had.
So they were kept waiting. And waiting.
Then the manager announced (again loudly enough for us to hear, and therefore their waiting guests) that they "were late".
The unfortunate waiter was despatched to deliver the news to the couple.
They weren't happy. But they didn't go away (as I suspect had been hoped) but waited to be seated. And waited. So the waiter deferred to the manager to "have a word" with them.
The manager, possibly understanding the difficulty of the situation, left the room. And the couple waited. And waited.
After a while, the manager came back and explained to them, forcefully, that they were late. That they couldn't have their dinner (note this is 50 minutes before the performance begins) and that she was "just the messenger".
And I wondered: who's in charge here anyway?
Have restaurants lost the ability to feed people in a 50 minute window?
After being reluctantly seated, and pushed to hurry their order (and yes, I was now watching proceedings with great attention). The couple got up and walked out.
With a flourish they stood up, whipped on their coats and loudly dragged their chairs back.
Regrettably. The manager didn't seem to care.
The couple's night was undoubtedly ruined. But more so the theatre restaurant's reputation.
We were, as you can imagine, not the only witnesses.
So, in future, if you're "just the messenger", make sure you know what message you're sending. And to whom.
That's what I discovered last night on a trip to the theatre.
We arrived early. Time for a pre-theatre drink and a natter.
But within seconds of arriving in the bar, we knew something was amiss. Staff were thin on the ground, those that were there were playing an admirable game of avoiding eye contact (you know: when they deliberately look everywhere, appear alert, but yet somehow never manage to scan the room in your direction?).
And then it happened. They arrived.
At first they waited to be noticed. And waited. And waited.
Then there was the kerfuffle with whether they had booked or not. We know there was a kerfuffle because we heard the manager ask the waiter loudly, and in a tone of voice that could only be regarded as irritated, "Have they booked?"
And it would appear they had.
So they were kept waiting. And waiting.
Then the manager announced (again loudly enough for us to hear, and therefore their waiting guests) that they "were late".
The unfortunate waiter was despatched to deliver the news to the couple.
They weren't happy. But they didn't go away (as I suspect had been hoped) but waited to be seated. And waited. So the waiter deferred to the manager to "have a word" with them.
The manager, possibly understanding the difficulty of the situation, left the room. And the couple waited. And waited.
After a while, the manager came back and explained to them, forcefully, that they were late. That they couldn't have their dinner (note this is 50 minutes before the performance begins) and that she was "just the messenger".
And I wondered: who's in charge here anyway?
Have restaurants lost the ability to feed people in a 50 minute window?
After being reluctantly seated, and pushed to hurry their order (and yes, I was now watching proceedings with great attention). The couple got up and walked out.
With a flourish they stood up, whipped on their coats and loudly dragged their chairs back.
Regrettably. The manager didn't seem to care.
The couple's night was undoubtedly ruined. But more so the theatre restaurant's reputation.
We were, as you can imagine, not the only witnesses.
So, in future, if you're "just the messenger", make sure you know what message you're sending. And to whom.
Saturday 19 February 2011
Social Networks Have got the Upper Hand
Networking is an interesting concept. At it's heart is socialising, with maybe a bit of business thrown in.
Now. Cards on the table: I used to run a business network for entrepreneurs. So, when it comes to networking, I've pretty much been there, done that and got the T-Shirt.
I have run hundreds of events for thousands of entrepreneurs up and down the UK.
But, despite all this experience in the "face to face" arena, I have to say: Social networks have the upper hand.
So what am I saying? Facebook's better than your local Chamber of Commerce for generating business?
Well, in a nutshell. Yes.
When people join a social network, they join primarily as themselves (not some flashy business person they are pretending to be, Monday to Friday, nine till five). So you get to meet and interact with someone wholly three dimensional.
When people attend a face to face networking, and I've been arguing for years that this is entirely the wrong way to approach it, they come with a "strategy" and have adopted a "business-like" persona that fits said strategy. Is it therefore any wonder that people find face to face networking a somewhat fruitless task?
So, for all those "business networkers" out there, the next time you go to an event, go as yourselves.... and get to know your fellow networkers are people, rather than as "targets", you never know it might just make all the difference.
Meanwhile, the rest of us will be getting to know each other properly (and in depth, I might add) on Facebook (or Twitter) and doing business with people we know, like and trust.
Now. Cards on the table: I used to run a business network for entrepreneurs. So, when it comes to networking, I've pretty much been there, done that and got the T-Shirt.
I have run hundreds of events for thousands of entrepreneurs up and down the UK.
But, despite all this experience in the "face to face" arena, I have to say: Social networks have the upper hand.
So what am I saying? Facebook's better than your local Chamber of Commerce for generating business?
Well, in a nutshell. Yes.
When people join a social network, they join primarily as themselves (not some flashy business person they are pretending to be, Monday to Friday, nine till five). So you get to meet and interact with someone wholly three dimensional.
When people attend a face to face networking, and I've been arguing for years that this is entirely the wrong way to approach it, they come with a "strategy" and have adopted a "business-like" persona that fits said strategy. Is it therefore any wonder that people find face to face networking a somewhat fruitless task?
So, for all those "business networkers" out there, the next time you go to an event, go as yourselves.... and get to know your fellow networkers are people, rather than as "targets", you never know it might just make all the difference.
Meanwhile, the rest of us will be getting to know each other properly (and in depth, I might add) on Facebook (or Twitter) and doing business with people we know, like and trust.
Friday 18 February 2011
£3.79.... And do not pass Go.
Visiting the supermarket has become very much like a game of monopoly. Except it's no game.
Not for the customer, anyway.
If you're unlucky enough to have enough in your trolley to warrant going to a manned checkout, you will first be subjected to a diverting (or perhaps that should be disturbing?) discussion with a 16 year old who is pretending to be genuinely interested in what you have planned for the weekend...... Or worse, later tonight.
I often toy with the idea of telling the truth during these interludes. However, that would just be cruel. So, with a bit more effort on my part, I make something up. Something banal that pleases both me and the checkout operator? Our "duty" is done. They've followed the script and created a "magic moment" for me. I've played my part.
More magical for me, however, would be instilling the basic "P's and Q's" in these checkout operators. Rarely, if at all, do they ever say please, and I can't recall the last time they said "thank you" for my business.
It's surely not too much to ask. Is it?
Not for the customer, anyway.
If you're unlucky enough to have enough in your trolley to warrant going to a manned checkout, you will first be subjected to a diverting (or perhaps that should be disturbing?) discussion with a 16 year old who is pretending to be genuinely interested in what you have planned for the weekend...... Or worse, later tonight.
I often toy with the idea of telling the truth during these interludes. However, that would just be cruel. So, with a bit more effort on my part, I make something up. Something banal that pleases both me and the checkout operator? Our "duty" is done. They've followed the script and created a "magic moment" for me. I've played my part.
More magical for me, however, would be instilling the basic "P's and Q's" in these checkout operators. Rarely, if at all, do they ever say please, and I can't recall the last time they said "thank you" for my business.
It's surely not too much to ask. Is it?
Thursday 17 February 2011
Can I ask who's Calling Please?
Ever tried to get hold of someone on the telephone recently? Enjoyable experience?
I doubt it.
I call people every day. Sometimes I make many calls in a day. So when it comes to receptionists, I've experienced my fair share. These are the people who have been selected to serve on the "frontline" for businesses everywhere.
However someone seems to have forgotten to brief them with the right strategy. Their job, as I see it, is actually to enable the caller to get through to the right person.
My experience, sadly, tells a different story.
Can I ask who's Calling Please? (Okay, I appreciate the need to know my name so yes, you can ask!)
Can I ask what it's about? (Well, no. I have limited time as it is and I don't really want to explain myself twice - why do you need to know?)
Will they know what it's about? (Well, no. Not unless they are psychic. Which I very much doubt.)
Will they know who you are? (How exactly does that make a difference to my call being put through?)
Their defence strategy is second to none. The British Army could learn a lot from their tactics. Nobody's getting through this frontline of defence. It's clear to me that someone's told them that everyone else who works there is far too busy and important to take phone calls from customers, potential customers, partners, colleagues from other companies.... the list goes on.
Instead, genuine callers have to strap on the best of riot shields, tool up for the battle and make best use of their wit and agility to win the war: getting put through.
What a missed opportunity.
I doubt it.
I call people every day. Sometimes I make many calls in a day. So when it comes to receptionists, I've experienced my fair share. These are the people who have been selected to serve on the "frontline" for businesses everywhere.
However someone seems to have forgotten to brief them with the right strategy. Their job, as I see it, is actually to enable the caller to get through to the right person.
My experience, sadly, tells a different story.
Can I ask who's Calling Please? (Okay, I appreciate the need to know my name so yes, you can ask!)
Can I ask what it's about? (Well, no. I have limited time as it is and I don't really want to explain myself twice - why do you need to know?)
Will they know what it's about? (Well, no. Not unless they are psychic. Which I very much doubt.)
Will they know who you are? (How exactly does that make a difference to my call being put through?)
Their defence strategy is second to none. The British Army could learn a lot from their tactics. Nobody's getting through this frontline of defence. It's clear to me that someone's told them that everyone else who works there is far too busy and important to take phone calls from customers, potential customers, partners, colleagues from other companies.... the list goes on.
Instead, genuine callers have to strap on the best of riot shields, tool up for the battle and make best use of their wit and agility to win the war: getting put through.
What a missed opportunity.
Attention Please! (If it's not too much Trouble?)
Picture the scene. You're paying the bill in a restaurant. You've had a lovely lunch. All you need to do now is settle up quickly and get back to the office.
And the phone rings. The restaurant's phone. Not yours.
The waiter picks up the phone and starts a conversation. Leaving you to stand there like a spare part, waiting on him to fumble with the payment machine and "LOUDLY MOUTH" the next steps to you in the process.
More than that. He doesn't say goodbye. He's too busy. On the phone.
It's not difficult to give good service, but don't spoil it at the end. The person on the phone might be irritated that no-one answered their call immediately, however they will (probably) call back.
The person in front of you will (definitely) leave irritated that you couldn't be bothered serving them until the end.
It's not rocket science.
And the phone rings. The restaurant's phone. Not yours.
The waiter picks up the phone and starts a conversation. Leaving you to stand there like a spare part, waiting on him to fumble with the payment machine and "LOUDLY MOUTH" the next steps to you in the process.
More than that. He doesn't say goodbye. He's too busy. On the phone.
It's not difficult to give good service, but don't spoil it at the end. The person on the phone might be irritated that no-one answered their call immediately, however they will (probably) call back.
The person in front of you will (definitely) leave irritated that you couldn't be bothered serving them until the end.
It's not rocket science.
Busy is Not an Excuse
"Oh, I was busy". Simple enough. And I've heard it said more than a few times in the last few weeks.
"We haven't received our products yet that we ordered a couple of weeks ago....."
"Oh, I was busy. Sorry"
"You have only delivered half of what I ordered to eat, and that which you have delivered is wrong."
"Oh, we've been busy. Sorry"
Busy, is not an excuse. If you're in business, it's your job to deliver to the customer. If that means setting and managing their expectations ahead of time, then so be it. By the time the customer has had to chase. It's too late. The damage is done.
If you blame it on being busy what you are actually saying is "I'm disorganised. You weren't a priority. And to be honest, I'm not willing to take the blame."
Now, that's no way to treat your customers.
"We haven't received our products yet that we ordered a couple of weeks ago....."
"Oh, I was busy. Sorry"
"You have only delivered half of what I ordered to eat, and that which you have delivered is wrong."
"Oh, we've been busy. Sorry"
Busy, is not an excuse. If you're in business, it's your job to deliver to the customer. If that means setting and managing their expectations ahead of time, then so be it. By the time the customer has had to chase. It's too late. The damage is done.
If you blame it on being busy what you are actually saying is "I'm disorganised. You weren't a priority. And to be honest, I'm not willing to take the blame."
Now, that's no way to treat your customers.
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