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    Carey Smith on Sorry Who?

    Why is every one’s household garbage bin placed at exactly the right distance from the letterbox to be able to read all the junk mail and then decide which material will go into the bin and which material will go into the house?  Have we adapted to the speed of making a decision by where the bin is placed or do we feel that junk-mail is an unimportant method of communication but still worthy of some degree of observation? 

    Customer Service Pup

    Who is calling?

    What is the value of market touch points?  Non-contact material has a 3% observation rate, so for every non-contact piece of advertising in media, on TV, in window displays and in our letterbox has a return rate that is the lowest of any point of contact.  It also makes a reputation of your brand and a call to action that may or may not be acted upon by the market.  Non-contact material should only be used for the next level of contact and not for the sale. 

    What about a phone call or an email?  It is more personal, it has the potential to break through but it is the way in which that part-contact communication that is made that is vital.  The difference with the part-contact communication is that it can work both ways – you can call the customer or the customer can call you.  This is probably the most critical area of loss for business as some treat it as an interruption to the way they do business rather than an opportunity to convert to the next level of contact. 

    The Internet is playing an increasingly valid role in sales.  The Internet could be for some the new automated face of their business but does that mean that you can delegate the sales process to the Internet?  Generally a sale is made because of trust – trust in the brand, in the product or in the person and 95% of sales in the world are still made by the final contact.  A customer walking into a store, a customer touching and feeling the product and the customer buying off a person.  The whole sales process must be driven towards face-to-face.  Rarely is a product sold in the non-contact mode, generally more sales are lost in the part-contact mode and face-to-face mode is the area that reigns supreme with a conversion rate as high as 95%.  So, if you are not getting face-to-face with the customer your business will have a definite blockage to success.  Every activity should be geared towards bringing your customer face-to-face with you.  The past, the present and the future demand that people deal with people, when we get that right, opportunity will open up greatly. 

    In summary, 20% of your time should be spent on non-contact activities, 20% of your time should be spent on part-contact communication and 60% of your time should be spent on full-contact or face-to-face and follow up activities.

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    One Response to “Carey Smith on Sorry Who?”

    1. Peter Driscoll says:

      Carey, well said and agree completely, thats where I keep my bin and the following activities you describe happen. Certain tools can open doors but really only personal contact closes them – cheers

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