I've owned my own real estate company since 2004 now, and I probably get more than my fair share of telemarketing calls and email solicitations from companies all over the country.
I got an email today that started out with something along these lines:
"Hi Jason - Are you still accepting new clients?"
Seriously?
Well, now that you bring it up, I've decided that I don't want to make more money this next year. Instead, I've decided to place a firm limit on the number of clients I will accept into the club. This "velvet rope" philosophy worked for Studio 54 back in the day, so I figured I'd give it a go.
Perhaps this script comes from the old technique wherein you get the prospect to answer "yes" to as many questions as you can, then close them?
Here's another gem:
"With one average sale in your market, you can pay for an entire year of our (service, product, software, you name it)."
Wow! Really? Thanks for helping with that, because I'm unable to do simple math in my head. I will admit that there are times when I think about our marketing expenditures in these terms, but having heard it SO. MANY. TIMES. I am immune to this pitch.
Yes, it's important to consider my return on investment, and if something works and helps us to generate more sales and income, I am happy to pay for it. Having tried virtually every type of advertising going back to 1997, I have a reasonably good handle on what will work in our industry, although I'm always open to ideas. I think the only thing I haven't yet attempted would be billboard advertising, and if I had a solid call to action or something that I thought would justify the expense above and beyond simple branding, I would try that, too.
As a longtime salesperson, I am probably more susceptible to good marketing and sales than some people, but the essence of good telemarketing is being genuine. If it feels too scripted, it's obvious to me. If I ask a question and it throws the caller off his/her game, it probably won't result in a sale.
Thanks for reading my mini-rant.
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