Last week I booked two appointments with what I thought were lead gen agencies. But calling them lead gen agencies is a bit of a stretch…
For one, neither of these companies ran a DFY lead gen agency, which I’m in the market for.
For two, they resorted to slimy, high pressure sales techniques to try to dupe me into buying and releasing some dopamine, only to be inevitably disappointed in a month’s time when I’m not getting the results they promised.
But I’m gonna focus this email on the second call I had because it was the epitome of what not to do in sales.
Here’s what happened:
First, I booked a call from X. Mayhap this was my first mistake, mayhap not.
But ever since booking this call, I received—and I’m not exaggerating here—at least 30 follow up calls, text messages, and emails. In fact, if you’re wondering how they followed up 30 times in a mere three days, every time they called me (and I didn’t answer because I don’t answer spam calls, and calls from unknown numbers are almost always spam calls) once, they called me back three additional times in rapid succession. They did this multiple times per day.
If you’re really that confident in your solution (and your ability to “find” qualified leads), you don’t need to call me 9 additional times after I booked my meeting. Instead, this just comes across as needy, and it made my spidey senses start tingling.
When I finally hopped on the call, the salesman on the other line followed his script to such a T...
….I could almost predict what he would say or ask next!
Following sales scripts is a bit of a double-edged sword. They’re valuable because most people suck at sales. But when your adversary realizes and can predict what’s next on your script, then, well, you just lost a sale you otherwise could’ve won.
Using sales scripts is like relying too heavily on copywriting formulas: They’re good for newbies to write something that isn’t anti-persuasive, but there’s a reason copywriters can’t just buy the best formulas and print themselves millions.
But the worst part of this sales call was his complete inability to understand where I was coming from. He didn’t listen, in other words, which is the key to sales, marketing, and persuasion itself.
Here’s what I mean:
Despite me telling him that I was looking for a complete DFY (done-for-you) lead gen agency, he sold me a DWY (done-with-you) offer. In fact, calling it an offer isn’t even accurate… He was trying to sell me a course. A course that would’ve taken me at least 30 hours to get through before I did even the bare minimum at outreach. And the fact that this course cost more than most lead gen agencies I’ve chatted with added insult to injury.
(Not to mention, I don’t need help getting better out lead gen. I can do lead gen, it’s how I built my business. However, at this stage of my business, I’m more interested in outsourcing my lead gen than doing it all myself.)
He didn’t understand that I didn’t want a course, I wanted a lead gen agency. And yet, he kept trying to sell me on the course. Before he even dived into the “offer” section of his lame sales script, he even gaggled saying “how much I’m going to love what he had to offer.”
Except… I hated his offer because I was looking for something entirely different and outsourced, not something that I had to invest 30+ hours of my time into before I even sent a word of outreach to qualified leads. You’d’ve thought that me mentioning this several times throughout our call would’ve registered this in his brain, but apparently his script didn’t account for the type of buyer I was.
Lots of lessons in this one that directly relate to sales, marketing, and persuasion.
If you need help writing more persuasive emails, hit reply and let’s chat. I promise I won’t resort to high pressure sales calls because I know the value I could bring to your business.