A Tale of Vested interests getting in the way of making money. AKA looking after your customers....
Here's the story...
14th January 2014
I had been invited by a sales manager, to help the company he worked for to close more deals. He suggested that he set up a meeting with the Board of Directors so I could explain the solutions to the problems they face. We had talked before and I understood his frustrations.
I had checked out their web site and spotted a few things that are essentials for a commercial website, just were not there. No Title tags, no description, no keyword tags and no opt in form so clients can get information about the company's products and services.
Plus LOTS of ugly Typos.
Google was spelled goolge on the page where they were doing a product comparison.
But that wasn't the problem the sales manager wanted me to solve. He is a one on one kind of guy. An old fashioned salesman that values his relationship with clients and he is also a gentleman.
His problem is with follow up. He hates having to email people later or make calls, despite his love of relationship building. Not because he doesn't want to deepen and strengthen the bond with his clients and prospects.
His view is that while he's doing that he can't be talking to other people about what the company does.
(And their software is actually, nothing short of world class). (STUNNING)
What this guy is still looking for is a Brain dead simple way to follow up with clients from every situation. While he gets on with selling.
Easily and automatically.
Whether that's from a one on one, or one on many meeting, from the web, from Mobile phones, A trade show, a sign on the side of a vehicle or a billboard by the highway. Even from a book you sell on Amazon.
Before the meeting I was warned that the marketing director was very, very protective of his territory.
I'd spent my time over the Christmas break putting together a package for the company because I knew they do not have the marketing systems that we do. Because we are the only people in the country who have it.
So the meeting with the board consisted of
...and the marketing director...!
And the 114 page book that is my business card.
We introduce ourselves. I give him a brief run down of some of the systems and marketing processes we can offer. I also gave him some preliminary research I'd done on the number of searches for their product (29,000 uniques per day) and told them who their top ten competitors are.
He asks me "so what do you have to offer us ?" I list out some more of our capabilities.
"We already got that "he says. And I am thinking to myself, well you sure as heck haven't told your sales manager that. And I certainly can't see any evidence of it on your website. (Remember I know for a fact we are the only people in the country with what we've got)
"I own a web marketing company and you are not showing me anything new" Says Mr Director.
Mr Marketing Director then asks how I got into the building to which I replied I was invited.
(By now I am thinking the guy is a complete psycho, jerk and I am not wanting to work with these people anyway ...)
Despite being under some pressure I remain calm. I collect my promotional material and politely leave after acknowledging we are wasting each others time.
Time is precious.
You have a choice on how you spend your time.
Either talking to people, who don't want to know, or sitting on a dock with a cold one and a fishing line, looking out at the beauty of the world. (Which would you choose..? )
And I am getting to the point of this in a moment, which is this.
Often you have a wonderful product or service and your marketing just plain sucks because your web guy is incompetent or can't be bothered going the extra yards. Often your web guy believes that he knows it all. He has a vested interest in keeping you on the hook. A milk cow to drain every month.
If you are really interested I'll forward you the website assessment, I would have done for them, for nothing waiving my standard $200 fee. It's part of our service.
( The company would have been embarrassed to discover how many dollars the guy was leaving on the table) (LOTS AND LOTS OF MOOLAH)
email me to get it. It's educational in it's own right. Then check your own website so you are sure your web guy isn't slacking off, too.
You can also get the 114 page book I did for a product that is worth an absolute minimum of $40m per year at a 1% conversion rate . Click this link.
You also get to trial the software that would fix his follow up problem. Yours to try for free for 30 days...Plus LOTS of surprise bonuses.
PS: The sales manager just called me and apologised for the directors behaviour. YESSS !!
PPS: He still wants our solution. We're meeting for coffee next week.