Newsletter #15: Can a sales call make you feel special?
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Not too long ago, my phone rang in the middle of the workday from an unknown number. I answered it as usual though my hopes were low. Most of the phone calls I get have a suspect pedigree: threats from the Canada Revenue Agency about impending jail time, congratulations from Westjet or the Marriot Hotel for winning a holiday and a throaty Chinese lady telling me about something, if only I spoke Mandarin or Cantonese.
Imagine my surprise when a real person said, “Hi Andrea, it’s Lynn from Thorpe Benefits.”
Thorpe Benefits is a group benefits and wellness consulting company in Toronto that provides customized and cost-effective solutions for mid-sized businesses. I hope this doesn’t sound like name dropping, but I know Roger Thorpe, the president.
Lynn got my attention right away because she was calling from a trusted source. She’s associated with Roger so she must be okay.
And she didn’t lose that proximity trust by launching into a sales pitch without coming up for air. Instead she simply said, “Roger is speaking at an event next week and he asked me to invite you.”
She told me what the event was and the date and time and asked if I’d like her to send me the details by email.
I said sure and made a joke about heckling Roger from the crowd if his speech wasn’t perfect. Lynn—a sentient being who could adapt to and incorporate off-script humour—chuckled and mentioned something about tomatoes.
Altogether, a delightful exchange.
I’m not naïve about how lead generation, marketing and sales work. I know my name and number were on a list, with a bunch of other people’s names and numbers. A cynic might say I was simply a number to convert into a bum on a chair.
And though cynics are simply the worst, this assessment is probably spot on.
Except I felt special.
Even though I know how it works behind the scenes. Even though, when it comes right down to it, I know it was a sales call.
Am I impervious to sales? Nope. And neither are you, though you may think you are.
Sure, you can say no to those duct cleaning guys who call once a month even though you always tell them you live in an apartment building and don’t oversee duct cleaning ever.
But that’s scattershot sales. Easy to say no to.
What they’re doing over there at Thorpe Benefits is more like what you’d learn from Zig Ziglar, Jim Rohn or Harvey Mackay.
It’s about service.
And that’s why it made me feel good.
Sure, it’s in Roger’s best interest to speak to a full room. But that event is just the sort I’d enjoy because it’s in my niche. The good match is what makes it special.
Lots of people think sales are icky. I used to be one of them, thinking sales was all about empty promises (to drive operations mad) and the infamous Glengarry Glen Ross monologue.
But I was wrong.
Sales (and lead generation) is about helping people get what they need. It’s not about trickery. It’s about connection.
I’m telling you this in case you’re like the old me. Naïve about the necessity of sales (you don’t like eating every day?) and unaware of the higher purpose that comes with true sales: service.
Is it icky to help people with something they want help with? Nope.
Well then, that settles that.
Until next time, keep on truckin’,
Andrea
PS: If you know a mid-sized company in the GTA that wants group benefits and wellness programs with exceptional customer service, transparency and cost accountability built in, send them over to the folks at Thorpe Benefits.
**********The quote of the month**********
Positive thinking is more than just a tagline. It changes the way we behave. And I firmly believe that when I am positive, it not only makes me better, but it also makes those around me better.
— Harvey Mackay
**********Marketing tip of the month**********
The preferred content of executive decision-makers
In B2B, the sales cycle is generally long. There’s no “BUY NOW” button. Instead, there are decision makers making careful decisions. As marketers, it’s important to know how to help these folks. And that means creating content they prefer.
Here’s what marketers should know about C-suite preferences (in professional services):
The most important quality of content is its usefulness.
Executives rely on email to keep up with industry news and trends.
Articles are appreciated for their educational value.
Videos are slightly more appreciated for their entertainment value than their educational value.
For more insights, download Greentarget’s State of Digital and Content Marketing Survey – Professional Services Edition here.
Source: PR Daily
**********Good vibes**********
Bring people with you
In this five-minute acceptance speech (YouTube video) for the 2019 Generation Award, Dwayne “The Rock” Johnson shares a lesson he’s learned over the years: “The most powerful thing that we can be is ourselves.”
Later he talks about the importance of bringing people with you, being your authentic self and being kind. Go watch the video and soak up the grace of this 260-pound beefcake.
**********My 60-second commercial**********
I'm an executive ghostwriter, specializing in benefits, leadership coaching, corporate wellness and employee assistance programs (EAPs).
I work with executives and executive coaches who have big hearts, are driven to help others and never open a conversation they're not willing to close.
My clients are straightforward, ambitious, humble, hilarious and I never have to wonder what they're thinking because they say what they mean and mean what they say.
If you're a tough-love executive or executive coach who would benefit from the kind of work I do, please get in touch:
andrea@redsailwriters.com | 647-502-3187 | ca.linkedin.com/in/andreabassett
Let's talk about these thought leadership projects in 2021:
Newsletters | White papers + e-books | Ghostwritten articles
Workbooks to supplement corporate training
Business book ghostwriting (fall 2021, early 2022)