Attention Marketers: Your lead gen practices are making me look like a bitch

Posted on September 15, 2011 by admin

I admit it.  I am an information junkie.  If you send me a link to a white paper, I’ll probably download and print it.  (Apologies to the environmentalists, but I prefer reading from my deck vs. my desk.)  Add to that a last name that puts me first in the company directory, and I become the inevitable victim of lead generation gone bad.

Here are some simple recommendations to help me look less like a bitch (and help you win some new business):

  • Introduce your right hand to your left. I am regularly contacted by different people within the same organization with the same request.  Granted, I may have researched various divisions within your company, but to me, you are one organization.  Act like one.
  • Speak English, not Marketing-ese. I know you are passionate about how your cloud-based, Web-enabled interface can help optimize my performance and maximize efficiency, but frankly, I have no idea what you are selling.
  • Don’t wing it. A simple Google search would clarify what I do, who I work for, and where the name Kilgannon came from.  Bonus points if you can immediately articulate how your service translates into a tangible benefit for me.
  • Accept that your sales pitch is not my emergency. Yes, my office voice mail includes my cell number as backup for my clients.  Please don’t call it two seconds after I have let my office line roll to voice mail.  You won’t like the person who answers.
  • Show some respect. I took the time to fill in your survey saying that I was not currently interested in buying your service or scheduling a meeting.  Please don’t send an e-mail asking what time I’m available next week.   Your presumptuousness is directly proportional to my negative impression of you (and your company).
  • Read my “body” language. If I didn’t answer your first two e-mail or voice-mail messages, I probably won’t respond to the third, fourth, or fifth.  You can’t guilt me into doing something.  If I’m not responding, I’m not interested.  Stop harassing me.

However, here’s a shout-out to Bruce, who’s doing it right.  Bruce sends me an e-mail every three to four weeks.   I don’t remember his last name, but I certainly remember the name of his firm and what they do.   His e-mails are short, interesting, and cover a variety of topics, from simple contests to new capabilities to fun holiday greetings.  He may have called me once, but has respected that I rarely meet with potential suppliers until I have an immediate need.  I have yet to call Bruce to quote a project – but I probably will if the opportunity arises.  I did however, recommend him to previous client.  Isn’t that a lead gen win-win?

- Pamela J. Alvord, EVP Managing Director of Strategy & Operations

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About admin

Being driven means constantly moving forward, evolving and embracing the future. In that spirit, Kilgannon merged with Dalton Agency, headquartered in Jacksonville, Fla., in February 2012. The merger brought together the talents and energies of two exceptional shops and about 100 employees. Kilgannon is now known as Dalton Atlanta, and complements Dalton’s existing offices in Jacksonville, Orlando, Fla., Savannah, Ga., Tampa, Fla. and Columbia, S.C.
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  • Becky Minervino

    Good points. If only more reps would take this to heart. 

    The most egregious example of doing this poorly hit my inbox recently. This is a direct quote (though I removed the name of the guilty party in question): 

    I have attempted several times to reach you and do not want to waste your time should ____’s  services not be of interest to you.  If this is the case, please reply to my email so that I can remove you from my contact list.
    However, I am pleased to set up a time to discuss our product offerring if you are interested at your convenience.While I can appreciate the spirit of the rep’s question (am I selling anything you need?), the tone was lunacy. Needless to say, it didn’t encourage me to contact him back. 

  • http://www.kilgannon.com Pam Alvord

    Thanks for your comment Becky.  Ironically, shortly after I posted this article, I received an email properly addressed to me with the greeting “Dear Lou.”  Ironically, it was a company selling e-marketing services.  I was tempted to hit “reply” with a link to my blog, but I was afraid I would not only have prompted a new level of engagement, but also crossed the line into uber-bitchiness.

  • Kenheang

    Some what I disagree

  • Bob Smith

    Thanks, Pamela for a concise and spot-on post. So much of what is being taught to young (and not-so-young) salespeople regarding prospecting is simply un-productive. I have pointed out to a couple of different organizations that their manipulative marketing tactics were insuring that the businesses they were targeting would never do business with them and that they were burning bridges rather than building them. 
    The question I get from salespeople over the phone that makes me laugh hardest is, “You like saving money, don’t you?”

  • http://www.kilgannon.com Pam Alvord

    Gloria,  while I admit that there was some shock value to my stance on this issue, the truth is, I receive 10-12 solicitations per day.  I simply don’t have the time to respond to all of them.  Most people provide a simple description of the service they are promoting.  This allows me to assess if I am interested.  If someone fails to provide that simple description, I certainly won’t respond.  My advice would be to have a succinct, easy to understand description of what you are offering and the benefit you believe it will be to me.  If it fits my needs, you’ll definitely receive a call back.

  • http://www.kilgannon.com Pam Alvord

    Gloria,  while I admit that there was some shock value to my stance on this issue, the truth is, I receive 10-12 solicitations per day.  I simply don’t have the time to respond to all of them.  Most people provide a simple description of the service they are promoting.  This allows me to assess if I am interested.  If someone fails to provide that simple description, I certainly won’t respond.  My advice would be to have a succinct, easy to understand description of what you are offering and the benefit you believe it will be to me.  If it fits my needs, you’ll definitely receive a call back.

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