The ignorant blunderbuss approach to sales and marketing

26 Feb 12 upload 024 (2)Knowing our abilities and our limits

My business is helping people with their tax issues, and finding help to support their businesses. I know a lot about how to do that, and that is down to hard work, training and experience. I am not an expert in health and safety or financial advice or insurance or carpet-laying. I would not dream of trying to advice on the first two or get on my knees on the floor to trim a carpet to size. There are people who are much better at doing that.

I am not an expert in social media (no such person) though I know a bit, read what I can about on-line engagement, and learn from people who know more. I pay those people who know more for their advice and for their knowledge. I am their client.

Blundering

So why is it that people blunder into an area, and think they can succeed without studying how it all works, and looking at what the more successful people do. Accountants make that mistake with social media, but so do web-designers and SEO specialists, and, heck, they must spend quite a lot of their lives on-line.

What do you make of a business which says in its Twitter profile: “We are one of the Most Reputed Online & Local Business Branding SEO  SMO Company” and then just tweets from a tech news feed it doesn’t own, with no personal interaction?

What about “Welcome to Prince and Draper’s Twitter page, we are Hertfordshire-based accountants and advisors”? (I changed the name and County). They hardly ever tweet, there is no actual person or photo of the very occasional poster / profile owner

How about a Twitter account in the name of a firm of solicitors “Proud to offer competitive fixed fees across our company / commercial and private client departments” again with no personal interaction.? As an aside, I hate to see “proud” to do anything in a website or marketing page. Why not say how they can help; ease the pain? I despair.

Blunderbuss or scatter-gun?

I was at a business exhibition the other day. I spoke to many people on the various stands and gave my business card to some. Both at the exhibition and since, over the telephone, I have been subjected to sales talk re various products. No one has asked how their product might suit my business. All have been eager to state what discount I would be getting and giving me the whole script. I appreciate they have to make a living, but they won’t if they do not think about the customer.

Why not study the potential customer and think how they might meet the customer’s requirements?

You and I know that we need to give our customers what they want, and that involves listening, not broadcasting a message. It is no good setting up a Twitter page and misusing it, or not using it. It is no good spouting a sales pitch to a business owner you don’t know and have not bothered to find out about.

These poor people are wasting their time. The trouble is they waste ours too, don’t they?

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