Those of us who cold call as part of our sales strategy know how difficult it can be to get that prospect to answer the telephone. I keep track of such things, and my personal average is a live person in only 7% of calls. I typically leave a message, and I feel especially gratified when a prospect actually returns the call. It’s rare, but it does happen. I received such a return call yesterday evening. I was on I-635 in Dallas headed westbound towards home when my cell phone rang:
Me: “This is Jeff, how may I help you?”
Caller: “This is Jan Brady.” (I changed the name. I had a crush on the real Jan Brady as a boy. Might as well pretend I spoke with her on the phone!) “My receptionist gave me a message that you called while I was in a meeting this afternoon. I don’t know who you are, but she felt I should return the call.”
Crap. The name rings a bell but I sure as heck can’t place the company she’s with. I made almost 50 calls this afternoon. And to make matters worse, I’m moving at 70 miles per hour and she is talking very fast, so of course I didn’t catch her name when she first said it. Buying time and hoping she’d say the name of her company I continued.
Me: “I’m sorry, I didn’t catch your name. Would you mind repeating it and letting me know who you’re with?”
Caller: “It’s Jan Brady. I live in Dallas and I own a business here. You called me. Do you not know who I am?”
Double-crap. No. I don’t.
Me: “Ma’am, I’m so sorry. I’m in my car and I don’t have my notes in front of me. What company are you with?”
Caller: “This is a solicitation call, isn’t it. My receptionist knows I don’t take solicitation calls and this is why. I’m just one of hundreds of names on a list to you; you have no clue who I am, do you?”
Me: “Ms. Brady, I represent IMA. We are a regional insurance brokerage firm, and we help our clients mitigate their total cost of risk. I am actually very selective about the companies I choose to contact, and I wouldn’t have called you if I didn’t think that we might be able to add value. I apologize for the confusion. You see, I have my office phone set up to automatically forward calls to my cell so that I don’t miss a client if I’m out of the office when they try to reach me. It’s part of the way I serve my clients, and I mean no disrespect.”
I figured it was best to be succinct in my honesty; perhaps I could salvage this call.
Caller: “I have no interest in speaking with you. Remove me from your call list.”
Of course, I have replayed this call time and again in my head. I’ve banged my head against the proverbial wall. I gave myself a good cussing out. When I arrived in the office this morning I checked my call list from yesterday afternoon and found Jan Brady. I removed her from my call list – for now. And, first thing this morning, I turned off the automatic call forwarding feature on my office phone.
Some day, when Ms. Brady is a client, I’ll relate this story and we’ll share a good laugh. Until then, back to the phones.