I want to spend my money. I want to give it to you! Why does your company make it so [email protected]#!-ing hard? If you are reading this and you own a business or are responsible for selling something, and you take inbound calls then please pay close attention:
GET OUT OF THE WAY!
Are your sales reps making it tough to buy from you? Let me give you two examples of trying to buy things this week and the aggravation caused by well-meaning sales reps. I have five examples from this week, but I think you’ll get the point after two.
1. I need an applicant tracking system (a fancy piece of software that tracks all of the potential candidates I am talking to about open jobs).
I’ve done my research online, and there are just a couple of companies that make sense for me because they also work with another piece of software that I love. I email a “contact me” form to company number one: Bullhorn. I wait and a few hours later the sales person calls. They ask me a bunch of unrelated questions, “Who makes the decision? What’s the buying process? I’d like to learn more about what your company does.” When I simply suggest that she allow me to tell her why I called and what I needed her response was: “Well before I can answer you my company wants me to learn more about you…” Uh, that’s just stupid. I am a sales consultant. I am ALL ABOUT getting information, but please get out of the way first.
Here is what I wanted:
I’d like to take a peek at the user interface to make sure it’s friendly.
I’d like a price. It’s an off the shelf product with no customization that I need. If it’s easy to use, I’ll buy. By the look of the buying process, nothing with this company is going to be easy.
Once she finally stopped and let me tell her what I needed, I was told she’d need to set up a call with a sales engineer. Finally, I get that meeting set up with the sales engineer who proceeds to ask the same silly questions after she confirms my name, email, phone number, etc. that I originally put in the online form. I finally just say, “Look, can you let me experience the product or not?” Her answer, “sure…I just need to have them set you up with a demo account. They should be able to do that in a few days.” I say, “If it’s a few days then I’ll move on.” They have a demo link to me in 5 minutes.
My point is: Why does your company make it so [email protected]#!-ing hard?
Please take some notes:
Inbound lead comes in. When returning a call simply say, “Thanks for reaching out, what do you need from me in order to discover if we are the right product for you?” Listen.
Then answer the questions. If you are clever, you’ll also discover my process, who makes the decisions, etc. but you won’t frustrate your potential customers. Understand that in the internet age, your customers have already educated themselves about your product/service and they are reaching out to have a few questions answered or to have some reassurance before they give you their money.
When I looked at my second choice: Jobadder.com they simply allowed me to sign up for a free 14-day trial. The pricing was simple. I logged in and played around. I liked what I saw. The next day the phone rang and the Jobadder person said, “I hope you are enjoying the product. What can I answer for you to make sure this is the right choice?” I gave them my money. They didn’t make it [email protected]#!-ing hard.
2. I want to buy a Polaris 4×4 Razor.
I’ve taken a friend’s for a spin, I’ve done my research, and I want someone to take my money. I get online and find the nearest dealer. They have a build-your-razor app, and I have fun selecting all the features and options. Then I land on the page: Your dealer will call. Only they don’t call. When I finally call, and they dig up my form with all of the details they say, “When can you come in?” I say, “I’d just like to know the price.” They say, “Well we can’t give you a price on the phone.” Really? How does this make any sense? They are 1.5 hours away! They have all of the details of what I want. They say, “Well we need to confirm what you want since we’d have to order it in.” I say, “Fair. It’s all on the sheet I already filled out. Confirmed. I’m not asking you to order it. I just would like to know what it’ll cost me.”
They stand firm that there is no way they’ll give me a price until I come in. I guess in their eagerness to get me in front of them they forget that I have options.
There is 100% zero chance I am coming in until I know what price to expect.
If you were the boss, you wouldn’t put your customers through such agony so why do you allow your sales reps to do it? Don’t make it [email protected]#!-ing hard.
I call the Polaris dealer and ask for the boss. He answers. I say, “I’m trying to give you money and your people are making it [email protected]#!-ing hard.”
He said, “Gosh, we shouldn’t make it hard. I want your money. What do you need?”
“I need a price for the model and options I emailed you on your online form.”
“Great, I will get you one.”
“Great, I will give you my money.”
It doesn’t have to be so [email protected]#!-ing hard.
Get out of the way.
This article originally appeared on LinkedIn. Join the discussion HERE.