Now, I know there is nothing more clichéd than the double glazing salesman cold call, but the following is based on a true story.
My parents were recently cold called by a well-known double glazing company. As often happens with a cold call, they were not especially in the market for double glazing but on this occasion they had recently started to think of things they should be doing to the house. The windows are not in need of repair but they are getting older and probably inefficient and since the house has become a bit of a project recently, they entertained him.
Over the course of a couple of calls the price halved, then dropped to a third of the original and any risk was outweighed eventually by the affordability and the vision of new patio doors. Fast forward a month and mum and dad took the decision to pursue the offer. Bearing in mind they were never really in the market for new windows in the first place, this is quite some feat in and of itself – a good example of when cold calling pays dividends. So my mum duly placed a call into “Well Known Double Glazing Co.”
The scenario should have gone like this:
“Hold on Mrs Lawson, let me call up your record. Yes, I see Duncan spoke to you on the 14 December. You have a requirement for 7 windows, 1 floor to ceiling, 2 patio doors and a front door correct? And I see Duncan has quoted you £X thousands pounds. Shall we discuss how you proceed?”
Instead what happened was this:
“I accept you have had several calls and a quote from one of our sales advisers but we don’t have any customer relationship management tools so we don’t keep any records of past conversations or quotes. Here’s a different number you can call if you want to start again with a different adviser.”
The upshot is that whilst my parents had decided to buy, they weren’t enough in the market for it to put up with going through the process all over again. Given that cold calling tele-canvassing is the most expensive type of sales resource for any business, you’d think that when it works… you’d make the most of it! Why throw it away for a lack of CRM? My suggestion is that “Well Known Double Glazing Co.” should spend some of their cold calling sales budget on some good CRM software so that when their cold calling works they won’t lose the sale. It’s such a simple thing to fix. In fact, my parent’s sale could have easily covered much of the cost.
The moral of the story for poor old “Well Known Double Glazing Co.” – insulate your warm leads by investing in some CRM or you risk leaving your customers out in the cold.
To talk to some people about how CRM can help you sell more get in touch.