[Updated - 29th June 2010 - see below]
I had a young chap come to my door today.
Now I am very aware of the situation of many people currently with the economic situation so when this young chap asked me about windows and doors I thought the least I could do is listen.
Give him his credit he said “you don’t need your doors or windows replacing, I can see that” – doesn’t take a genius to figure out that they have all just been replaced however he did spot the soffits needed doing and I agreed.
So he asked if he could make an appointment for his chief to come and give me a quote. I thought why not, after all he gets paid per appointment confirmed and I do need the work doing (at some point) so why not.
He told me his chief would have to call me tonight to confirm the appointment which in lamens terms is “my boss will call you to make sure I am not full of shit and making it up and just trying to earn some money” – how trusting of Anglian towards their staff, I am sure he feels very motivated and part of the team.
That’s not the fun bit though as this chap was a decent guy trying to earn a crust.
The fun started when his ‘boss’ called me on my mobile at around 8pm to seal the appointment.
He asked me if we had agreed to an appointment tomorrow at 7.15pm to which I said to him “yes, I told the guy who works for you 20mins ago”…odd question I thought…
He then asked me if my wife was going to be in at that time. I asked him why? He said it was (quote) “Anglian policy to see both husband and wife at the same time”
So my reply was, “what if I wasn’t married?” to which he answered “but you are”.
So I said what’s my wife go to do with and his reply was “well, seeing as she jointly owns the home we need to see both parties” – I asked him how he knew my wife owned part of the house?
And his reply was (quote) “well she does, doesn’t she, she’s your wife?”
So I asked why this was important to him. He replied by saying “can you make decisions yourself as regards to expenditure on the house without your wife being there?”. WTF?
You can see where this is going…
So what’s the point I am making?
The point is that times have changed but so many businesses fail to see this and continue with their old practices and wondering why they are having sales attrition, needing to discount services, pay more per lead conversion, etc, etc. Someone at the top (a very aged person) has the jaded view that all women make the calls on expenditure in the house just like car dealers always thought it was ‘the missus’ who would sign the paperwork for hubbys new motor a few years back.
The point here is that the old tricks don’t work.
The sales processes and marketing tactics of yester year are dead, buried, gone and have been replaced by customer power. Talk to me properly, ask me what I need and don’t, for god sake, tell me what to do to benefit you on our first encounter as I will think all you give a toss about is yourself…and there is the answer.
Brands and businesses who try to control and remain “on message” / “targeting the brand bullseye” / “within the brand pillars”…are simply talking to themselves.
So I wait with anticipation to see who turns up for the appointment.
I am thinking ill-fitting suit, loud tie, shiny Next shoes, smelling of CK One, large shiny (but shit) watch, gold ring on the little finger, clip board, you get the picture…
This should be fun!
Ps. Google “Anglian Windows” and check result number five (if you can’t be arsed here it is) now that is serious customer power…it dates back to 2005 but STILL ranks above AnglianWindows.co.uk and their own home improvement blog that was updated on the 23rd June as this guy is pissed and is optimising his aged blog post so it keeps on ranking.
So, it’s the 29th June 2010 and I have just had a follow from Anglian Windows/Homes on Twitter. (@AnglianHome)
No contact from them or even a reply on my blog about what I have said – Acquiescence maybe Anglian?
Regardless good on you for spotting it and doing ‘something’ (albeit not much) about it.
So the next challenge is do you guys ditch that old sales tactic (the Anglian Policy as it was told to me!) that you have to see husband and wife at the same time or are you going to come into 2010 with us all…
Oh and by the way Anglian I am loving your supposed to be ‘customer’ Tweeting about how excited they are about their Anglian Installation… LOL http://twitter.com/DarkenGold
That’s not how to do it either…