Clients Love Disruption NOT Interruption

Who love Interruption? No one ! Obviously, if someone trying to sell 1.44 MB Floppy Disk in the age of 512 GB Memory Cards, then he is simply interrupting customers. But still there are some selected market places for him. May be a Science Museum or Antique showroom would be the best place to target. But no doubt Floppy Disk will be the first preference of a research engineer to experiment and understand the beauty of this Digital Storage Technology. Apart from this, it will never be accepted in the market for any commercial trades, no matter whether it is sold by a topper from a top most management institute or by a simple unqualified sales person.

It's really simple to understand and agree. But one point we miss or ignore while understanding the difference between Interruption and Disruption, and this article is all about that one point.

In dictionary, there is no difference in these two words. Both are defined as an action, causing delay in continuity of a work/task.

Oops! I am getting a phone call. Let me attend it and then I resume ...

Hey there! I am back ! It was from an Executive, selling Credit Cards. Now, this gentleman has interrupted me, in my writing, and after listening to him, finally I said - Thank you for calling but right now I am not interested. Anyways, now I need to reassemble the points which I was thinking and no doubt, this call has delayed my continuity. So definitely, for me it was an Interruption.

But, he was doing his job, so for him, it was never an interruption. And this is what we miss most of the time.

I had one more option to answer this call and that is to behave unprofessionally and say - Never call me again, I am not Interested in your Credit Cards. Also, I don't have even 1 % of doubt that, the very next day, i will be contacted again, may be, by the same executive or some other executive from the same bank or the other.

But, opting the second option will delay my continuity to much higher extent, because now my reaction to his call has not only interrupted me, but has also hampered my mental stability, and more interestingly, not because of his phone call, it's because of my nature of handling an adverse situation.

Now a days, Credit Cards, are used by billions of people worldwide, so it's impossible, that this business will stop just because an executive has interrupted me when I am writing this article.

But here is the Disruptive side of the same business :

When I started my corporate career, at that time fulfilling my basic needs till month end was the biggest challenge for me. So, that time, this call would have given me the feeling, as if god himself has called me from the heaven. Let me talk to this godly gentleman and then I will make a stress-free comeback to my writing. This is how the same call would have Disrupted my work and would have given me more positive energy in achieving my primary goal i.e writing.

That's why, today whenever I receive calls from any bank executive for a credit card, I find it difficult to answer as per the second option. And moreover, I also call my customers in B2B environment, and learn many new things interacting with them (such as, what is their business model, their thinking process in making market strategies, and many more professional etiquette)

But doing this, I have realized one thing - Only one process need to be optimized sincerely in credit card selling business or any such Telecalling business and that is - If someone says, I am not interested, then please make a record of his response, and avoid calling him on daily or hourly basis. We can definitely make a follow up after 6 - 7 months, because nothing is permanent in this world, then how can we predict someone's financial status stability. Still, I am awaiting for this step to be followed by few business firms who keep on calling their customers, no mater whether customer is interested or not.

But what can they do ? Strangely, many such firms put a target, that everyday a telecaller has to disturb (not disrupt) at least 500 customers, no matter they are driving, sleeping, eating, or doing some important work. Logic is simple there, If you are reaching out to them when they are busy, they will simply scold you, and you should understand that they are busy. But being a true sales person, the very next day, you are gonna try again. Or else, there is a manager above you, who has done the same stuff to become a manager or has graduated from a reputed institute and has a freedom to skip all non managerial roles. Now he will keep a track on your dialed numbers, and once you miss, disturbing 500 ears, then you don't have any hope to grow for next few years. More interesting part is : Organizations which follow this rule with high discipline, seems to suffer from some incurable disease.

But, on a majority level, IT industry, Product Based Companies and even many Small Companies, understands the drawback of this practice, and always try to maintain a work life balance for their employees.

If we start keeping record of customers' responses rather than keeping call records, then this will completely transform the credit card selling business or any such Telecalling business, forever. I am taking telecalling profile as an example to explain my views, because most of the time this profile is seen with disrespect and sometimes with senseless sense of humour.

At the same time, we should also understand that it's quite difficult for few people to understand this role, who graduates from top management institutes and joins directly on higher designation with high package and with a high EGO. May be because they are unable to find anything more precious in life other than degree and designation. But there are many such people who are from the same top institutes, and understands the business impact of these profiles, and also respect human beings as an individual. May be that's the reason, these kind of profiles still exist in Corporate world. Other than this, I don't see a single reason for simply keeping a Telecaller and paying them some salary.

As a Telecaller, we are here to help people/companies in solving their business challenges and not to make them irritatingly helpless with our continuous phone calls.

People Love to listen when we have something new to say. When we don't agree to repeat ourselves.

When we keep on asking What Next!

When someone composes a new song and release it into the market, people buy it, listen it, but when the same song we listen daily for few months, it becomes boring. When we buy a new phone, we enjoy using it for few months, but after a year, we hardly care for it, until someone see it and asks - Is it the one, recently launched as world's most expensive phone, and costs more than a luxury car? And then suddenly for few hours we get a temporary pleasure in the same phone.

It's human nature to get bored, and more intelligent a person is, more bored he is. That's the pain of creative people, if they don't create anything new they get bored. But, they find immense satisfaction in the process of creating something new.

That's why I believe - Clients Love Disruption not Interruption.

Hope you agree with my view points !

** Photos in this article are from web communities, who allow their work to be embraced by everyone for FREE. Thanks to all such people out there !

Best Regards

Ravi Singh

Client Partner

Sasken Technologies Ltd.

www.Sasken.com

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Founder & Customer Service Evangelist

SalesMatinee

www.SalesMatinee.com

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