Every touch point is a possible sale

Borrowing a line from Alex Baldwin in Glengarry Glen Ross film, “Always be closing!” I’ll start this post. If you’ve worked in sales I’m sure you’ve seen this. The movie came out in the early 1990’s. Alex is a trainer and is sent to motivate a sales team.

While dropping a volume of profanities only New York City folks could chuckle at, Alex’s character not-so-gently reminds everyone to sell. (After a while we become de-sensitized to the f-bomb. We are apologetic when we meander outside of the tri-state area. But this happens.)

Sign the deal.

Yes, there are sales people. Yes, their job is to sell. (And in this movie feedback is provided on the quality of sales leads. That they are weak, old and not helping generate sales. Alex, my buddy, doesn’t care. The sales team is there to make money and to do it quickly.)

However, any touch point is a possible sale. An existing customer can easily be motivated to stay or flee based on a touch point. You’ve been there. This is not a blog post about calling tech support and navigating the beloved phone tree. (Everyone loves those, no?)

I ask for live product demos often. I will go this route if:

  • I’m interested in learning more
  • information isn’t available in written form
  • information isn’t available as a demo video
  • a website isn’t smartphone friendly (Sometimes a laptop is a luxury)
  • on behalf of someone else

While I appreciate a company being hyper protective with proprietary information, being polite is not optional. Blowing smoke may sell a product to some customers. However, that may result in confused customers down the line. Speaking in clear, every day terms reaps bounties.

Tech people talk the talk. These are some big words. Every industry has code words. But technology should makes things easier. One of the most rewarding aspects of any job I’ve held is saying, “Eh. I don’t understand. Why does that happen?”

Then I’d listen. And get to pull the, “Um…that still doesn’t make enough sense to me. Can we go back a few steps?”

Why am I giving a user experience talk in the middle of a post about sales? My personal experience with contacting sales people has ranged from “Oh my gosh. Whatever they are selling I-MUST-HAVE. NOW.”

….To having the phone slammed down in the middle of conversation. “Oh, she’s not a vetted lead. Never mind.” (My imagined words. The last sales person said, “Bye.” as she interrupted and ended the call.)

Sales permeates every step of a product. Thank you, Master of the Obvious Irene.

I feel like a reminder is helpful. Pointing my finger at no one and many. Word of mouth is king.

Live demos do not have to be long. A question and answer session can be done in a few minutes. If a tech savvy person is unable to obtain a demo to ask questions?

Oof. I hope the Q&A once a contract is locked down is much easier. I know what my gut tells me to buy. It’s something tangible I can touch. If someone is in the market for a service I’ll remember the nicer one. Any question, in my opinion, to a sales person is a potential lead. Referrals matter.


Alright, alright. Here’s a link for the transcript of that infamous scene 🙂

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