It's only a relationship (CRM) if you LISTEN!

We're looking for better CRM in our small (tiny) business.

A while back, I did a blog post stating that CRM was actually named incorrectly. Software can't manage relationships. Only people can do that. Software manages data -- so most CRM is really DUM...data under management.

However, today added a new wrinkle to the "DUM" aspect of which I had written earlier.

A major CRM software company representative contacted me about their platform. The email states, "Noticed you recently signed up for information on CRM. I work alongside your regional small business sales team and pending on your research, I will be able to connect you with the appropriate resources within (our company)."

I responded, "Because of extensive travel, I’m not able to connect via phone in the near future. Is there any info regarding pricing, etc. that you can provide via email?"

How would a customer-centric, experience-focused sales professional and organization respond? If you're selling customer RELATIONSHIP management, what would you do next?

Her approach was to just try harder to get a call.

Next, I got a message that read: "Typically, a conversation with me is about 3-5 minutes, from there I can figure out if it makes sense to get you connected with your account team."

I'm sorry -- didn't I already let her know that email was what I needed to do? What part of "I'm not able to connect via phone in the near future" was not clear?

As I'm flying and working this morning, I just got a notice she just called my mobile phone! She left a message saying that she "really" wanted to get a call scheduled...even though I had indicated that was not what was best for me.

In other words, what the customer indicated was the preferred form of communication was not important to her.

Which means her CRM platform is not important to me.

We've probably all read about the "bro culture" and how this aggressive, macho attitude has infected some college campuses. Unfortunately, I think we're seeing a proliferation of "bro sales" approaches, too. And, sadly, this "bro" approach is not restricted to any gender, industry, or profession.

Medium featured a post this week about a sales "expert" who exhorted his audience to not worry if the customer hated them. He implied that salespeople should just keep pushing until, basically, the prospect surrenders to their onslaught of aggressive attempts to close the deal.

I think that is an asinine approach, worthwhile only to hacks who don't have the intelligence or sophistication to create meaningful experiences that customers want to refer and repeat.

And, I don't necessarily blame the salesperson at the CRM company here. If her manager measures her performance on the number of calls she's able to schedule -- rather than the number of prospects she's able to assist -- she will do what will get rewarded. (Meaning, there is "bro sales management" too. Think Alec Baldwin in "Glengarry Glen Ross.")

What if the salesperson's response would have been, "I totally understand your hectic schedule. Let me provide the information you've requested by email. Feel free to send me any questions or comments -- and, if your schedule happens to ease up at any time, I'm also available by phone. I am here to help you"?

The answer is, she'd have a chance to make a sale. As it is, I've told her I'm no longer interested.

If you don't listen to the prospect during the sales process, what's the likelihood they'll listen to me after I become a customer?

It's something every salesforce needs to understand.

**UPDATE! The day after I originally posted this, I was speaking in Colorado. At 7:30 AM (6:30 AM in my office in Las Vegas) while I was on stage doing my A/V check for the presentation, my mobile phone rang. It was this salesperson trying to get me to listen to her pitch. I told her that I had honestly stated I couldn't schedule a call -- but, since she didn't listen to her customer, I had no desire to do business with her. I asked her to remove me from her list.

Notice, her aggressive prospecting turned an interested prospect into a detached one that will never do business with her. As I state in my upcoming book, "ICONIC," you may know how many sales you make by being so assertive -- but, have you also figured into the equation how many sales you LOSE because you're turning off prospects in today's environment? (Hint: most have NO IDEA!)