Simple, but Difficult

It seems so simple; yet, in reality it must be quite difficult. Selling to customers without alienating them in the process. Perhaps companies have saddled the sales representatives with such out-of-reach quotas that they will do virtually anything to get the sale. For whatever reason, I think these pointers warrant attention. As a consumer, I have been on the receiving end of the negative situations that inspired them.

* Never call at dinner time or during a critical divisional football game. My friends tally who calls at inappropriate times. Then those companies take on the persona of a bad dinner guest. If someone is rude and inconsiderate, you probably won't invite him back to your next dinner party. My friends feel the same way about telephone solicitors.

* Although the golden rule of sales suggests that the customer needs to say no three times, pressing the point can put an end to your future relationship with potential customers.

* Many salespeople who get the three noes often put the icing on the cake with "Can I ask you why?" By contrast, one woman replied, "I understand that you are not interested, but would you mind sharing your reasons so I might have insights for future sales attempts." In a kind way, she was asking for information, not trying to find a new angle for pressing the sale.

* Many salespeople and solicitors have a pat sales routine. When talking to people, talk to them; don't overwhelm them with unchanging, canned speeches.

* Never make up information. For example, one PCS carrier told me it had nationwide roaming just like cellular carriers, when I knew for a fact it had no roaming agreements whatsoever.

* It's OK to be fallible. I accompanied a friend to buy a PCS phone. While there, the computer system went down. The salesperson admitted that the computers had shut down, and it could last five minutes or 50 minutes -- she didn't know.

"I know you have other things you want to do today," she said. "So why don't I get the pertinent information the old-fashioned way (pen and paper). Then if you could call in later today, I will complete the computer portion of this application for you."

* If you have a nice display area, give the customer some time to nose around. The trick is finding the balance between giving enough time for the customer to develop questions and giving so much time that you appear indifferent.

* One person per customer. At one stop, I had three different salespeople approach me wanting to help. That verges on harassment.

* Generally salespeople want you to get the biggest and most costly package. Work with customers to find the phones most tailored to their needs, even if it is your lowest-priced phone with your most basic plan.

Let's remember that the potential customer you alienate today could be lost forever.

If you have your own suggestions for salespeople, send them to rhonda_wickham@intertec.com.

In response to the January 15 issue (Appeasing the Locals), the carriers just don't get it. As a local elected official, aesthetics are the number one reason for delaying a permit for a monopole in a residential area. If the carriers just would come in right away saying they will conceal the tower, most planning officials and town council members would let them breeze through the process. Some towns will even waive the public hearing process if the carrier volunteers to camouflage the towers. I know ours would. OK, the poles cost a little more. But I bet it's cheaper to conceal the tower at the get-go than incur the zoning and legal costs fighting city hall. Additionally, if the carrier gets the pole up without a fight, it is getting the revenue quicker. Carriers need to work harder on becoming friends with the towns they do business in and quit picking fights.

Mike Boyd Pima County Supervisor Tucson, AZ