This is how not to make a Sale!

This week I was contacted by a Corporate Merchandise Company, a cold call asking for me. When I picked up they went straight into overdrive asking me about my company…it’s a debt collecting business isn’t it?

Me??????????? NO.

My brain starts going a million miles an hour (this is a bad opening, their process is way off of how to truly build a relationship, they’re not listening),

As I piece together his opening statement “so you’re a debt collecting agency” I’m thinking, so you did a google search for “TCMUK” then picked the first one, “TV channel” no wouldn’t be that, next one nah!!!!!   It must be the third one…

What a PRIME example of how not to know your customer avatar…..I actually appear third and fourth, but they still picked the wrong one????

Sales 101

Know your Customer. (your avatar)  

What they want and what motivates them to buy. Clarify who your market is, What is it your perspective customer is looking for but doesn’t perceive to be available. Where do they hang out?

Develop your Marketing Message

Market – Message – Media

Don’t just cold call, shout at them down the phone, then get abusive.

It doesn’t have to be in order but it is certainly a PRIORITY knowing your customer avatar.

Now this business does look as though they’ve had some success (financials), but their customer reviews/feedback is 1.4 stars out of 5, and reading some of them

“Would never use this company again! Used them once for diaries for clients and ever since we have been bombarded with hundreds of phone calls, despite telling them we would contact them should we ever need anything in the future. Constantly having to put the phone down on them. Safe to say we will not be using *&^%$ again. There is persistent and then down right harassment. STAY AWAY FROM THIS COMPANY!”

They certainly have room for improvement, 1.4 stars out 5!!!! Imagine what they could achieve with a completely different customer orientated approach. I think there will be a KPI driving that Sales behaviour some-where. Wrong KPI, Wrong Behaviour. (KPI – key performance indicator)

Getting and Keeping Customers

Focus on Customer Satisfaction then Profitability, DON’T focus on Profitability at the cost of Customer Satisfaction, you will have limited success and you won’t be in business for very long.

0330 311 2820

Book a Return Call at a time that Best Suits You “HERE


Recently I was asked by an MD if I could support in a situation that was causing them a lot of stress and pain with a customer, customers who’d have them…;0) but in this case get the issue sorted = increased sales volume.

The Customer was increasingly getting frustrated, but not with the actual product (the product, new material and manufacturing process were performing superbly).


For some customers (most to be fair) traceability is a key item which needs to be controlled, like anything both parties had their view, which generally fall into these two options

a) What you THINK it is…
b) And what it SHOULD be…

Documentation Process Map

It’s not very often we look at “what it ACTUALLY is”, one of my sayings is “we don’t see things as they are, we see things as we are and perception is invariably different from reality, few processes work the way we think they do”

So manage by fact, collect the data, highlight the outcomes and opportunities and put it right.

Hasten to add that’s exactly what we did, a SIPOC (Suppliers, Inputs, Process, Outputs, Customer) was completed along with documenting the current situation, analysing the data, removing the waste and optimising the process. Standard Work was created for the new operation with all parties trained to the new standard.

Now we have a happy relaxed(ish) stress-free GM and more importantly a Happy Customer willing to increase the volumes to the business, WIN WIN!

Business Focus:-

  • Customer Satisfaction
  • Do so profitably (but Customer Satisfaction is always at the fore)

0330 311 2820

Book a Return Call at a time that Best Suits You “HERE