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It IS About the Semantics
by Art Sobczak
Why is it that some salespeople believe that just because they dialed the phone and somehow reached a decision maker, that the person should buy? Apparently they rely totally on the "Being in the right place at the right time" theory of selling.
Let's look at this inept caller.
Caller: (in a duller-than-dull monotone) "Hello, this is Marla with JB Communications. I saw your post card in the Sales Manager's Resource Deck."
Me: "Yes!" (Thinking it was probably a potential customer.)
Caller: "We have decks also and I was wondering if you're looking for more coverage?"
Me: (confused) "More coverage? I'm not sure what you mean."
Caller: (dull, frustrated monotone) "Well, are you looking to get into more decks this summer?"
Me: "No, I'm not looking at just getting into decks."
Caller: "(In a tone that conveyed an attitude that I was wasting her time) Well, again, like I said, we have decks too, and I'm just wondering if you'd like to take a look at ours."
Me: "(Now, I was the one getting annoyed) Look, I make my decisions dependent on if I can get a profitable return on promotions I do to audiences who have a likelihood of responding to my offer, based on their past response history, so I can get a return on my investment."
Caller: (PAUSE, arrogant, dull monotone) "Well if you want to get into semantics . . ."
Analysis
I can't believe it. SEMANTICS! Is that how this salesperson-and thousands others who use uninspiring approaches like this-views her calls.
It's not just about semantics. It's about capturing listeners' attention immediately with some euphoria-inducing message about how you might be able to help him/her get whatever it is they want most in business or life, as it relates to the types of products or services you offer.
Semantics. What garbage. Forgive me for getting worked up here, but this woman acted as if I was doing something wrong by trying to figure out what the benefit was for me! Unless the rules have been changed, that's her job isn't it? I should've blown her off the phone with an early "I'm not interested," as I'm sure she hears on most calls.
Now that I think about it, it is about semantics. It's about stringing the perfect combination of words together, and presenting them in a way so that the listener doesn't have to decipher how we might help him/her. Otherwise we could call people up and say, "Products. We got 'em. Want any?" Which is essentially what this woman did.
Suggested Approach
By the way, she would have grabbed my attention and respect by saying something like, "I'm __________ with ___________. We publish a card deck that goes out to proven buyers of sales training materials. I saw your card in the Sales Manager's Resource Deck, and depending on your marketing plans and the types of groups you're targeting, it might be worthwhile for us to talk."
If that's about semantics, I guess I'm all for it.
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