I’ve been working on a direct sales project recently. A fascinating, eye-opening experience. Direct, either in sales or marketing, means talking directly to potential customers, and it scares the hell out of them!
First of all, almost regardless of the situation, it is an intrusion. The phone rings in the middle of Emmerdale, and it’s Auntie Edna – no problem – but if it is a sales call…God help us. Likewise, direct mail. If it is the menu for your favourite take-away, great, file it in the draw because the last one got hosin sauce all over it, but if it is an offer for a credit card, it’s junk mail.
Similarly, the direct sales approach. You can see the fear in their eyes. ‘Are they talking to me!!!’ They are shopping at the time, so in the mood to ‘buy’ but someone talking to them, and trying to offer them a good product…well, it is a downright insult, and there must be a catch…
I am beginning to think it is a peculiarly British thing, too. I witnessed several Americans stopped, and they reacted quite differently. More open, more interested, less downright terrified. Less suspicious, too. They seemed to trust themselves to listen to the features and benefits and make up for themselves whether they were interested or not. Stopping for half a minute to chat did not phase them.
So why does it phase us? Even with good offers, from trusted brands, people are looking for a catch, when they should be assessing the opportunity from their point of view. Opinions, as always, welcomed.
