Minding Your Own Brand

Does anyone know ... Continued

So what should Randy have done differently? First, he should have never tricked me into calling him back. Second, once he got me on the phone, he should have asked me if this was a good time to talk. If the answer was “NO”, he should have thanked me for my time and hung up with no further questions. This would have impressed me and added to the credibility of the brand.

If I did want to talk, he should have talked to me like a normal human being, not a robot programmed to counter my every objection and to make me agree to a meeting as early in the conversation as possible. This normal conversation would have allowed him to qualify me as a prospect and create a favorable experience for me.

Randy was the first person to begin my relationship with this company. If he had created an extraordinary initial experience, he could have moved me one step closer to being an advocate for this company’s brand. Instead, he resorted to dishonest sales tricks to fill his calling quota and used a canned script which did little to peak my interest in XYZ’s services. His overall tactics reflected poorly on the company’s brand and should leave XYZ’s leadership asking, “Does anyone know why Randy left this message?”

Dave Lubelczyk is the president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or by e-mail: dave@imageidentity.com.

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