Marketers – Just Ask!
By Scott Harris
June 24, 2010
As a kid in school, I never understood the value of “closed-book” tests. Even in the dark ages when I was a student, the answers to all the questions being asked were readily available in textbooks, encyclopedias and libraries. It always seemed to me that the true test should be if I knew how and where to find the answers, not if I could memorize them for a 45-minute test that I couldn’t possibly pass again a week later. In today’s information age of computers and electronics, those answers are at our fingertips (literally) and available almost instantly, making the idea of “closed-book” tests even sillier.
Now that we’re out of the classroom and into the business world, I’m curious why so many people treat jobs and projects as if it’s “closed-book” – wondering, guessing and taking chances when the answer is easily and readily available. I have sat through meeting after meeting where someone spends far too much time wondering what the clients or prospects think or want.
How many times have you heard other people (or yourself) ask any of these questions: “I’m not sure why we didn’t close the deal,” “We’re not certain what the budget is,” ”I wish I knew what they’re buying parameters are.” Even something as simple as, “Did they say the new ad should be green or blue?” is often fodder for discussion.
Here’s a novel idea – ask! Most clients and prospects will answer specific questions…when asked. Granted, it can be a little embarrassing to call (or e-mail) to confirm something that you know was previously discussed, but that’s still much better than guessing – and guessing wrong. While it’s still best to take quality notes and get it right the first time, we’ve all left meetings with hastily written and undecipherable notes, or found that something that seemed so clear during the meeting was a bit fuzzy later on. A quick “I know we discussed this, but I just wanted to confirm that my notes are right,” is a much better approach than moving in the wrong direction and blowing the presentation, meeting or sale.
In the sales process, we can all do a much better job for the prospect if we have more information. When I’m on the other side of the desk, I always appreciate if a sales rep asks questions that help define or confirm my needs, and I don’t mind at all if someone calls back to clarify, confirm or expand on something that has been discussed. As adults and business people, we are judged on results and not effort, so it’s best to get it right the first time.
I have a simple rule with my staff: don’t guess if you know that another staff member, the client or prospect has the answer – walk to their office, pick up the phone, send an e-mail, write a letter, Tweet, IM, Facebook or smoke signal a message – but ask. Get the answers you need to do the best possible job you can. Now, pick up the phone and make the call!
Scott Harris is the owner of Mustang Marketing, a full-service marketing agency serving Southern California for 25 years. You can reach Scott at Scott@MustangMktg.com.
See the online article here.