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Why Don’t You Know Who I Am?

It’s important to prequalify our marketing prospects to ensure we are getting the right customer. If we sign the wrong customers, we immediately know because our productivity lags, meeting volumes increase, and more and more frustration enters the relationship. We don’t want that. We want clients that understand our process, value our relationship and see the results we are getting them.

This afternoon I had to make the call to a friend and colleague of mine, Chad Pollitt at Kuno Creative. Chad has a great relationship with a large vendor who we’re looking to buy from. With the reach of our blog, the close association we have with their industry, and the key clients we have… I’m fairly confident that leaders in their company would appreciate doing business with us.

Unfortunately, they have an inboarding process that has required I talk to a sales person, respond to a number of prequalification questions, talk to a channel manager, watch a few videos sent by the channel manager, respond to a spreadsheet with about 50 questions… and God knows what next.

Don’t they know who I am?

I don’t mean that in the egocentric jerk kind of sense. I’m just honestly frustrated that they really don’t know who I am! Their organization has grown… as has their process… and they now have a layer of people internal to their sales process who are so unfamiliar with the industry that they really don’t know that I have a good name and reputation within it. I don’t believe they took the time to look, either. I’m simply another number in their sales funnel.

I’m frustrated because I worked hard to build recognition and the enormous following that I have. I’m no Steve Jobs… but within their little niche of an industry, I’m pretty sure I show up in the top 25 folks that understand what they’re trying to accomplish, speak about it, and share about it. Our blog has enormous reach within their industry, but the folks in their sales process are oblivious.

This is a great example of the sales process gone wrong. The first thing I do when a company contacts me for possible business is to go research them. Sometimes we do business because they’re going to be a great client… but many times we do business because it’s going to be a huge opportunity for us!

I’m probably not going to fill in the spreadsheet. I’ll wait until Chad’s contact sees whether or not they’d like to be partners with another leader in the industry. It will be disappointing if they don’t since I sat on a demo and saw tools that I could use for our clients… but if they’d rather put me through a 42 step process to disqualify me rather than understand who I am, I’m not sure I want to do business with them.

Everything a business does shouldn’t be thrown into a process. Processes are great for machines, but humans are able to think and made decisions incredible decisions that don’t always fit in a process. Your prospects aren’t entries on a spreadsheet… they’re real people. You should have exceptions for everything you do… from timelines, to budget, to resources applied. I want everyone one of my ideal prospects to feel as though I understand who they are, why they’re important, and how we can help them.

This vendor should, too.

About Douglas Karr

Douglas Karr is the founder of The Marketing Technology Blog. Doug is the CMO of CircuPress and CEO of DK New Media, an agency specializing in assisting marketing technology companies with their inbound marketing - leveraging social media, blogging, search engine optimization, pay per click and public relations. Their clients include Angie's List, GoDaddy, Mindjet and many more. Douglas is also the author of Corporate Blogging for Dummies.

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4 comments

  1. Bravo Doug!  I’m new to your blog and so far find your information very valuable.  I do agree with you, sometimes the bots need to be put aside and business gets conducted by the pertinent parties.  period.

  2. Process is important. It usually helps both the buyer and seller. But, sometimes it needs to be put aside in favor of dialog.  An important part of selling is knowing when to diverge from the process and just talk with people.

    And agreed that ‘research is critical’. Always know who you’re talking to.

    Thanks for the feedback, Douglas. Will put your feedback into practice.

  3. Hi Douglas,
    First time here and nice to know about  you here. Everything you wrote here sounds inviting 
    and informative. I keep coming back here.

  4. Whether you are referring to growth of a business or just the
    implementation of new technology, either one has the impact of dehumanizing and
    deemphasizing person-to-person relationships. And it’s really to a marketing
    executive’s benefit to figure out a way to emphasize person-to-person
    relationships, regardless of the company size and the type of technology he or
    she implements.

    In my area of professional services, if I don’t develop a
    relationship with a consumer, whether I am providing services to a big company
    or a little one, I’m typically not going to achieve a sale of those services. It’s
    very rare that I will just fill out a form, give a questionnaire, do an interview
    and then get a project. It just doesn’t happen in my line of work; it always has
    to be about relationships. To me, every customer should feel like you know who
    they are. That’s the relationship. And if you can’t figure out a way to make
    customers feel special, you’re going to lose business.

    David S. Jackson

    Carlile Patchen & Murphy LLP

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