Surely you want to talk with this guy!
Those of us who cold call as part of our sales strategy know how difficult it can be to get that prospect to answer the telephone. I keep track of such things, and my personal average is a live person in only 7% of calls. I typically leave a message, and I feel especially gratified when a prospect actually returns the call. It’s rare, but it does happen. I received such a return call yesterday evening. I was on I-635 in Dallas headed westbound towards home when my cell phone rang:
Me: “This is Jeff, how may I help you?”
Caller: “This is Jan Brady.” (I changed the name. I had a crush on the real Jan Brady as a boy. Might as well pretend I spoke with her on the phone!) “My receptionist gave me a message that you called while I was in a meeting this afternoon. I don’t know who you are, but she felt I should return the call.”
Crap. The name rings a bell but I sure as heck can’t place the company she’s with. I made almost 50 calls this afternoon. And to make matters worse, I’m moving at 70 miles per hour and she is talking very fast, so of course I didn’t catch her name when she first said it. Buying time and hoping she’d say the name of her company I continued.
Me: “I’m sorry, I didn’t catch your name. Would you mind repeating it and letting me know who you’re with?”
Caller: “It’s Jan Brady. I live in Dallas and I own a business here. You called me. Do you not know who I am?”
Double-crap. No. I don’t.
Me: “Ma’am, I’m so sorry. I’m in my car and I don’t have my notes in front of me. What company are you with?”
Caller: “This is a solicitation call, isn’t it. My receptionist knows I don’t take solicitation calls and this is why. I’m just one of hundreds of names on a list to you; you have no clue who I am, do you?”
Me: “Ms. Brady, I represent IMA. We are a regional insurance brokerage firm, and we help our clients mitigate their total cost of risk. I am actually very selective about the companies I choose to contact, and I wouldn’t have called you if I didn’t think that we might be able to add value. I apologize for the confusion. You see, I have my office phone set up to automatically forward calls to my cell so that I don’t miss a client if I’m out of the office when they try to reach me. It’s part of the way I serve my clients, and I mean no disrespect.”
I figured it was best to be succinct in my honesty; perhaps I could salvage this call.
Caller: “I have no interest in speaking with you. Remove me from your call list.”
Of course, I have replayed this call time and again in my head. I’ve banged my head against the proverbial wall. I gave myself a good cussing out. When I arrived in the office this morning I checked my call list from yesterday afternoon and found Jan Brady. I removed her from my call list – for now. And, first thing this morning, I turned off the automatic call forwarding feature on my office phone.
Some day, when Ms. Brady is a client, I’ll relate this story and we’ll share a good laugh. Until then, back to the phones.