I recently donated a small amount of money to a presidential candidate and yesterday an earnest party rep called my cell during a meeting to ask for more.
Not being able to talk, I politely told them I wasn't interested in giving more for the moment, but thanks for the call. Not sensing my queue to end the call, the rep pivoted to his script with a rehearsed retort "I understand, but how badly do you want to win this November?" A little annoyed, I answered that of course I would like them to win, but I'm not going to donate more right now, thanks for calling me.
Again, the rep ignored my signal to end the call and launched into another reason why I should give. At this point I decided that we were in a loop and I had to punch my way out. "Sorry", I said "I can't talk anymore to you. " and I hung up.
The next time they pop up on my caller ID, how eager do you think I'll be to take their call? They tried so hard to get me to give that now I don't want to speak with them anymore because I don't want to go through the hard-sell meat grinder again.
Marketers do this all the time. We latch onto customers and assail them with reasons to buy. We profile them, stalk them and interrupt them. That's a good way to win a battle but lose a war. Smart marketers design remarkable products and speak to consumers in small but potent doses over time, winning trust and business. Turning the volume knob up to 11 only works for metal bands.
Not being able to talk, I politely told them I wasn't interested in giving more for the moment, but thanks for the call. Not sensing my queue to end the call, the rep pivoted to his script with a rehearsed retort "I understand, but how badly do you want to win this November?" A little annoyed, I answered that of course I would like them to win, but I'm not going to donate more right now, thanks for calling me.
Again, the rep ignored my signal to end the call and launched into another reason why I should give. At this point I decided that we were in a loop and I had to punch my way out. "Sorry", I said "I can't talk anymore to you. " and I hung up.
The next time they pop up on my caller ID, how eager do you think I'll be to take their call? They tried so hard to get me to give that now I don't want to speak with them anymore because I don't want to go through the hard-sell meat grinder again.
Marketers do this all the time. We latch onto customers and assail them with reasons to buy. We profile them, stalk them and interrupt them. That's a good way to win a battle but lose a war. Smart marketers design remarkable products and speak to consumers in small but potent doses over time, winning trust and business. Turning the volume knob up to 11 only works for metal bands.
