Business mishaps. Know your proposition and know your audience!

Excellent Client Engagement

As a small business I was recently involuntarily contacted (cold called) by a local Hotel’s telemarketer who pleasantly introduced herself and the venue to see if I was aware that they had services that I could use. A very busy market space with many vendors, but I was in inquisitive mood so listened and joined in. As a central city location and I knew exactly the location, I posed a context and a question straightaway. “ I don’t have an immediate need, but if I wanted to have a room for half a day for 4 people, how much would it cost?” I explained that as an SME I have a need to use ‘space’ occasionally to meet Clients. “When do you want it?” I was asked. After reiterating a few times, that SME’s are increasingly using external space and I don’t have an immediate need an estimate would be fine. She took my details and went away. Fairly promptly, I was sent an email to say thanks for the conversation and explained “…follow up regarding your needs and requirements for meeting and event spaces within our properties…” and provided a host of general attachments about the hotel, but none answered my question.

A few weeks later a follow-up call to ask if I had dates and wanted to go ahead with a booking.

I then went into Marketing Consultant mode and suggested that I needed to know what the proposition and offer was to consider it and they were unable to do this. “But, I don’t know the prices for these, I am not authorised to talk about prices! I can pass you to my Sales Manager?” I politely ended the call.

So, what’s my point? In a crowded market you have to have a proposition. You need to understand the profile of your target audience and you also need to have a process to complete what you start. It is fine to ‘qualify out’ rather than ‘in’, but know your product. The world has become increasingly knowledgeable, so if you have a gap in the facts about a product, your product, especially in a competitive market, you will be ignored. It affects brand and reputation, so it is very important.

We all need to try harder at getting the basics right, but we may also sometimes need a little help to identify a weakness in the way we do business, because we become too familiar with it.

And the photo? The atrium of a Hotel in Singapore where I stayed which had excellent and memorable Client engagement.

About David Dugdale
Business Transformation Consultant

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