How Not to Sell

This Blog entry is a case study of a selling campaign and the lesson learned about how not to sell.

Serena Software, wanted to conduct a seminar for its ALM (Application Lifecycle Management) software. It claims to be the leader in this field, probably its world famous in India :)

So, they hire www.gotocustomer.com to market their seminar. I recall that IBM or Intel had conducted a seminar, which was co-ordinated by Gotocustomer, I had attended the seminar. So, they probably used my contact without my permission. I am sure IBM or Intel would not permit their contacts to be sold.

First they mailed me, and then called me up on my mobile. when I asked them where did they get my contact they could not answer it. They were like, sir, its our backend database, blah-blah-blah. Then they say, sir, there is a free lunch at a five star!

Hey get this right! the kind of profile, you guys are targeting, the CXO, they are not into 5 star buffets. Most are members of high dinning clubs and are not lured by FREE lunch buffets.

After 20 emails and 10 phone calls later, I got totally frustrated with them. So, when I was sitting with SIPL COO, Benny john, they called again. When I was giving them a piece of my mind, he interrupted asked what was it about? I told him the story and somehow he was interested in ALM! So, I passed on my phone to him. Thank God, I thought, some one is taking away my daemon. But I was mistaken, though he exchanged emails with them and probably registered; they started to bug me to give me his mobile number!

Three different people calling me for his mobile number! When I asked them why did not they respect his privacy and that I had asked them not to call me or Benny. They apologized saying the other caller was from the call center! After it happened thrice, I lost control.

I don't care if they are from Serena or call center, its not the customers' problem, the call center and the outsourcer MUST co-ordinate.

The Lesson Learned:
1. before outsourcing, ensure that you customers' private information is not misused.
2. Don't bug you potential customer. Communication is good, over-communication is bad.
3. Co-ordinate seamlessly with your call canter.
4. Respect your customer's privacy and value her time.
5. Don't try to lure CXO with "Free Buffet Lunches".

I hope others can learn from their mistakes!