Making Your Move: 5 Approaches That Will Ruin Your Chances with a Prospective Client (& What to Do About It)

Making Your Move: 5 Approaches That Will Ruin Your Chances with a Prospective Client (& What to Do About It)

by Cathleen Elise Rossiter

“If you respect the customer as a human being, and truly honor their right to be treated fairly and honestly, everything else is much easier” – Doug Smith –

 465352043As a consumer, I have seen a great many approaches to courting my business. In my thirty-two years in the field of Customer Service, I have seen a great many more. Most of these approaches leave me speechless – well, actually, once I pick my jaw up off the floor, they leave me in desperate need of a soapbox from which to expostulate.

Courting clients, like courting a sweetheart, is a delicate art – one that requires finesse and attention to detail. Above all courting clients requires respect. Let’s look at the five sales approaches that companies use most. These approaches top my list of the worst techniques to enticing clients to purchase your product or service for the simple reason that they are meant to provoke a quick sale with little regard for developing a true and lasting relationship with the buyer.

  1. Screaming and Excessive Hype (the marketing equivalent of a beat-down) – Think about your days in grammar school. Did you ever pay attention to the teachers who screamed at you or spent the class time pounding the information into your brain? By the end of class, your brain was suffering from an intellectual concussion, swelling beyond the confines of your skull, numb from the pain of the beating. You hated that class and the teacher who inflicted the suffering. As a business owner, what would make your potential clients feel any differently about you, or what you offer, if you approach the sale with this Old School Teaching mentality?
  2. Patronizing or Belittling those without your product or service – This tactic always reminds me of the bully who tries to make himself or herself look better or feel important by talking down to or making fun of those they deem vulnerable. To those with this mentality, work at making the vulnerable feel more so, thereby in acute need of the bully’s services. Again, the victim resents the bully, continually looking for ways to avoid him or her and get away as soon as possible. How loyal will any clients be to your company and product who are gained by being bullied into buying?

  3. Begging or Desperation – This one should be obvious yet I see far too many business owners resorting to this approach. Think of all the scenarios in which you encounter people begging something from you – a c0-worker for gas money/lunch money/a date, an irresponsible neighbor for another night of babysitting to go clubbing, a stranger on the street for a handout, a friend’s brother for a sympathy sale of the steak knives he peddles door-to-door. Unless you are Mother Theresa or Princess Diana, your instinctual response is to runaway as fast and as far as possible. Sometimes both parties are uncomfortable with the situation. Oftentimes only the person of whom the resources are requested is the one feeling awkward, cornered, trapped, helpless. Not only does this approach set skin to crawling, as a business owner, it eradicates all credibility and professionalism, labeling you and your company as incompetent and clueless.

  4. Taking – This one is particularly irksome to me, as a consumer and a business owner because it leaves me feeling used and abused. The most prevalent form of this approach is the misused automated e-mail and newsletter. I receive endless e-mails filled with sales pitches faintly disguised as friendly, personal notes to me intended to solve my problems (or in Office Speak, to add value to my life). The only thing these e-mails do is to w.a.s.t.e. m.y. t.i.m.e. period. If someone is bold enough to blatantly disrespect me by bloating my inbox with demands for me to “Buy Now” because “This Limited Time Offer” “Ends TONIGHT” so “Don’t (be a loser and) Miss Out”, I have no qualms about filtering these e-mails directly to the trash where they belong.  

  5. Elitism or Discounting/Dismissing/Judging a potential client by appearances – I am always reminded of the scene in the movie Pretty Woman where Julia Roberts’ character goes shopping, the classic example of what not to do. Watch the clip. It speaks for itself.

If you employ any of these tactics, you may be interested to know that:

  • 30 % of your business’ success lies in the success of your relationships with your clients.
  • It costs more than seven times as much to attract a new client than it does to keep a current client.
  • There is a significant difference in the lifetime value of your Average customers and your Above Average Customers. [This article will enlighten you. Make certain that you are sitting down, as I know you will be quite surprised.]

By relying on The Dreaded Five, as I like to call them, you literally are reaching into your corporate coffers and handing wads of cash to your competitors. If you want to eliminate the extra stress of having to slave away constantly for little return, you need to look at the client acquisition process differently. The best way I have found to do this is by mastering The 3 Cs of Superior Client Relations – Consciousness, Compassion, and Communication.

Taking note of the core element that each of The Dreaded Five have in common is the complete lack of respect for the potential client as a human being. People who are drawn to these approaches generally view their audience as Targets, Spend, Prospects – all impersonal terms, terms for things and theories.

Removing the person from the message is the same as trying to talk to a cement block. Cement blocks have no need of what you offer.

  • Rather than screaming sales messages at your audience, try starting a conversation with them and listening to what they say.
  • Rather than talking down to your audience as if they are morons or three-year-olds, try talking with them as respected members of the community, as adults with a different point of view.
  • Rather than begging anyone and everyone for business, try focusing on educating those who would most benefit from your product or service about the pieces of the puzzle that they are missing and what they are missing out on by not having these pieces.
  • Rather than constantly demanding something from your potential clients, try giving with not thought to what you will receive in return.

This month, take stock of your sales approaches. What type of relationship with your would-be clients are you setting up with these approaches? Are you creating relationships filled with apprehension and animosity that won’t last long, or are you initiating nurturing relationships that will last far into the future? The next time you make your move, if you approach it properly, you will be assured of a second look, a date with your ideal client, because your potential client will know that you are in it for the long haul.

 

2016 Copyright - Cathleen Elise

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Power On

Teamwork in the office

Power On

By Cathleen E. Rossiter, PCS

 “It is not the strongest of the species that survives, or the most intelligent that survives. It is the one that is the most adaptable to change. ” ~Charles Darwin

 

Flash! Crack! Pop!

Darkness engulfs us. Silence, too, but for the pelting of rain and hail on the house and windows.

A neighbor’s tree has just split in two and taken out the power to the neighborhood as it fell on the power lines across the street, pulling the wires from her house in the process. A few of us neighbors gather in the storm to check on our neighbor and her ninety-nine year old mother. We assign ourselves various tasks of calling the town about the tree, the power company about the wires, and vacationing neighbors about windows left open and the severity of the storm. We also call our neighbor’s son a State Trooper, to make sure his Mum and grandmother have the help they need during this frightening time in the middle of the night. All the while, we take turns staying with our neighbor and bringing her updates as new developments occur.

Change is hard enough to deal with when one has time to see its approach and adjust. There is so much emotionally to come to terms with during times of change that often goes unnoticed under the best of circumstances. When change takes us by surprise and places us in a state of complete upheaval, we feel the lack of control and the effects of all our emotions on a highly magnified scale. Without someone to keep us grounded and to guide us through the change, we, like my neighbor in the storm, fall to pieces in some fashion, unable to think clearly and take the necessary steps to deal with the change.

Recently in New England, the news was full of accounts of a particular company in the throes of sudden upheaval after decades of rumblings from within the beast of an acrimonious family struggle for control of the business. In the early stages of this most recent installment of a public struggle, it was easy to see the ulterior motives of some of the participants in spite of the veils with which they covered these motives.

This brings me to the point of my comparing two seemingly dissimilar situations.  Change will happen. It’s inevitable. Whether it happens at its natural pace or thrusts itself upon us is irrelevant. How we handle the change matters. Whether our handling of it produces three-dimensional, positive results is determined by the motives involved in the change. Our motives may be pure or they may not be pure. The motives of the other parties involved in the change also may be pure or they may not be pure. Whatever goes into the change, will have an impact on the results. “Garbage in. Garbage out.” as the saying goes.

Conversely, if you put good stuff into the change, it will produce results that are good for everyone. Here are a few things to consider the next time you are facing change:

  • If you are the instrument of change, ask yourself what your motives are in instigating the change. Be honest or there is no point in reading any further. If your motives are self-centered, admit it. Then, decide what you are going to do next. You can continue on your original path, or you can decide to care about the people left in your wake by asking yourself if there is another way to get what you want while helping others in the process. In the corporate situation above, the motives behind the change were the best-kept secret everybody knew yet the offending parties would not acknowledge, thinking instead that they were hiding them. Mid-way through the ordeal, it reached the following point:

“Any reasonable person would begin to put into question whether or not this is going to happen, whether [the defendant] will be able to put this together,” said Richard Nicolazzo of the communications firm Nicolazzo & Associates, which has advised companies such as MetLife and Nortek in acquisition deals. “If past is prologue, I’m not optimistic. I think that this has been a situation where it’s no longer a rational or economic discussion. It’s about, ‘You’re not going to win at any cost,’ even if it means putting this company into some kind of reorganization.’”

  • Do not be shortsighted in your quest for big profits. My thirty-plus years in the corporate world have allowed me to witness well-planned change strategies that made the companies stronger on paper and at their core because the companies took into consideration all the aspects of what the changes would mean to everyone involved. I have also witnessed hastily made changes designed to boost the Bottom Line for the upcoming shareholders meeting that ultimately produced devastating results.

The advice that my grandfather gave me when buying my first car holds true for all of Life’s decisions:

“I you are pressured into buying the car without being allowed to step back and consider the deal from all angles, walk away because the deal’s no good. If it were good, it would stand on its own.”

  • If your goal is not simply to survive the change but to thrive throughout the change process, be certain to include solid change management practices into your strategy. By helping your employees to deal with the emotional aspects of change throughout each stage of the technical/physical change process, you will have a workforce fully able to support the change from beginning to end, becoming advocates as opposed to adversaries.

Copyright © 2014 – Cathleen E. Rossiter, PCS

All rights reserved. It is strictly prohibited to copy, redistribute, republish or modify any materials or software contained on the cerossiterpcs.com website or in subsequent support without the prior written consent of Cathleen E. Rossiter, PCS.

Think Tank Tuesday – V1;N3 – Listening and Learning

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Today we think about the critical role that listening plays in our ability to serve those around us. Take time today to think about how well you truly listen to what people are saying, remembering that listening involves more than physically hearing the words that are spoken to you.

Listening involves observing and processing the physical and environmental cues that are being sent to you as well as keeping yourself clear of any hidden agendas you may have set in place for the outcome you are hoping to elicit.

Listening involves learning from past encounters with a person as to how he or she processes information, or the manner in which he or she communicates. Perhaps a person needs only the critical pieces of information in order to come to a decision. Some people need every gory detail to arrive at the same conclusion. Others need time and physical space in order to process, while still others need to work out a solution on their own before to be certain that he or she had fully grasped the situation.

The list is as endless as the stars in the sky because there are so many factors that go into the communication between people. This means that each person needs to remember that what works for us most likely will not work for the person with whom we are communicating.

Finally, do not underestimate the power of your personal agenda for a particular communication to completely destroy effective communication. The presence of an agenda inherently denies communication because the agenda is, in fact, the outcome, therefore, there is no communication. Oftentimes we are not aware that an agenda exists, so when communication breaks down, we are dumbfounded and become frustrated, attributing the breakdown to the other person or people involved.

Paying attention, clearing out all ulterior motives, remembering what we have seen and experienced, and learning to work with the needs of the person in front of us will take the act of communication you are currently experiencing, to a higher level. 

Until the next time, I send you all my best wishes.

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Copyright © 2013 – Cathleen E. Rossiter, PCS

All rights reserved. It is strictly prohibited to copy, redistribute, republish or modify any materials or software contained on the cerossiterpcs.com website or in subsequent support without the prior written consent of Cathleen E. Rossiter, PCS.

Focus Friday – Volume 2;Number 1 – Passion

I hope this first Focus Friday edition of the New Year finds that you are well. In the wake of St. Valentine’s Day, our focus is on our passion for the work we do.

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Whether or not you are in your Dream Job/Career, take some time between now and Monday to look closely at the work you do and write out the areas that you truly love working at, then write out why you feel this way. By doing this every day for the next week, you will begin to see your job in a different light and you will begin to reflect this change in the work you do.

Until the next time, I send you all my best wishes.

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Copyright, 2013 – Cathleen E. Rossiter, PCS

All rights reserved. It is strictly prohibited to copy, redistribute, republish or modify any materials or software contained on the cerossiterpcs.com website or in subsequent support without the prior written consent of Cathleen E. Rossiter, PCS.

The Rossiter Report – Volume 2; Number 1 – “Soul Searching and Transformation”

The Rossiter Report – V2:N1

By Cathleen E. Rossiter, PCS

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“Soul Searching and Transformation”

Good Afternoon, Everyone. It is great to be back with you at the relative beginning of this brand new year. As St. Valentine’s Day is a mere few hours away, I am taking this time to talk about the importance of putting into words what it is that makes you so passionate about the work that you do.

As I was meeting earlier today with the owner of a small, but thriving, business (I’ll call him Marc) looking for a way to help him with his staffing issues, I was sensing a high level of frustration with the fact that his staff just does not take pride in their job or the work that they do. Marc is truly passionate about his business and has been so from the start. After twenty years in business, he is continually expanding and is focused on providing the best quality products and service to his customers (whom he views as welcome guests and family), yet he cannot understand why his employees do not see things the way he does, why they will not learn to do the simplest aspects of their job, and why they take no initiative in solving problems. My heart was breaking as I listened to Marc’s dilemma because I knew the solution was so simple (hard work, but simple nonetheless).

How many of you have felt the same way? How many of you wish you knew the magic formula for completely changing people’s attitudes? Well, fret no more. I give you the same advice I gave to Marc. The answer is simple. If you have not taken the time to write (yes, write it down) the reason you are so passionate about your work, your business, and what you envision for your business, then you will not be able to convey that passion properly. In Marc’s case, the unnamed passion turned to frustration at the sight of sloppily done tasks and the general lack of pride and connection he saw in his employees.

Oftentimes, until we dig up the root of our frustration, we actually communicate the opposite of what we intend. In Marc’s case, by not understanding why he is so passionate about his business, he is instead conveying to his employees that he is angry at them all the time. Without being able to articulate what it is he is angry about, his employees can only assume (and we know where that leads) that Marc is angry at them personally. This is a perfect example of why my Three C’s of Superlative Service are invaluable. Unless and until we become Conscious of the world within and around us, we will not develop the Compassion we need to get to the root or core of the person we are dealing with (the passion that is driving them at the particular moment we encounter them), therefore, we are incapable of Communicating the truth of the matter at hand. If we are incapable of communicating, the relationship breaks down.

Another effect of not taking the time to write out what it is you are passionate about in your business, along with the “why” and including your vision for your business, is that this lack of clarity is directly transferred to your employees. What Marc needed to see was that without any clear delineation of (to use real estate as a metaphor) your property lines, your employees do not know where to put their feet. Your employees are left without solid ground upon which to stand, therefore remain adrift and insecure about what is expected of them. This insecurity takes their focus off of serving the customer because they have no clear understanding of what that means in the context of your business.

As the day comes to a close, do yourself a great favor and set aside some time every day (in Marc’s case, someone who is struggling to find time in his day for everything, I suggested taking fifteen minutes each day) to put on paper what it is you love about the work you do and WHY you love each item on your list. The “what” is essential, but the “why” is critical. Without knowing why we do anything, we will never have a full grasp on the “what”. Having had decades of practice in this art, I am able to say with certainty that you will begin to see a change in the people around you and how they relate to you. You will be unconsciously communicating your passion in the proper manner, in a manner that people will finally be able to understand without you having to utter a word (although, once you have the understanding of your passion, you may not be able to keep quiet).

Until next time, I send you all my best wishes.

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Coppyright, 2013 – Cathleen E. Rossiter, PCS. All rights reserved. It is strictly prohibited to copy, redistribute, republish or modify any materials or software contained on the cerossiterpcs.com website or in subsequent support without the prior written consent of Cathleen E. Rossiter, PCS.