Ambulance Chasing Lead Generation

Recently at Nuxeo, we had the pleasure to announce that our investors funded an additional $3.3M in our company to continue the expansion of our North American business.

What I had forgotten about is that the "Ambulance Chasers" in lead generation would start calling once the press release hit the wire.

Typically, the term "Ambulance Chaser" is reserved for lawyers that solicit business from the victims - at the scene of the crime.

However, in lead generation/sales, there are a group of bottom-feeders that troll for business based on such business announcements. Keep in mind, 99% of these folks have never done nor asked for our business before - nor do they understand our business pains. They are simply trying to get a slice of that money.

It is one of my biggest pet peeves.

They have no understanding of my business issues, they don't care why we got this funding (or how we plan to use it) - and worse, they set themselves up for me (as the consumer) to never want to use their services. It's not just that they annoy me temporarily - it actually makes me turn to other vendors if I do want that type of service.

You may ask "why" it annoys me so much - especially in light of the fact that I'm a staunch supporter of creative ways to find the next hot lead.

It is my pet peeve due to the fact that it is the equivalent to "spray and pray" lead generation - aka SPAM, mass mailings, cold calling centers that have NO background about your specific business.

In the era of Google, one can find out a wealth of information. Both about the company itself - and its principles - but also the management (including their Facebook pages, Twitter streams etc).

Why in the world would anyone elect to give business to someone a) who doesn't have a freakin' clue about their goals, b) who can't articulate how specifically their service can help with those business goals, and c) puts a classic "sales cycle theater" pressure on them to make a decision ASAP (thanks to Cheryl McKinnon for teaching us about sales cycle theater) before the end of their fiscal quarter?

If any of them think that they are going to be successful with me, you're not. Good luck finishing out your fiscal quarter bottom-feeders.

Using Fear (Badly)

Tonight, I saw a familiar company use blatant fear to instill more fear in the mind of their clients - for the sole purpose of selling more software. I remember the days of early Sox compliance that had "everyone going to jail and paying astronomical fines" - did some go to jail? Sure. But so did Little Wayne (recently). Does that make a compelling reason to spend a lot of money - without seeing the upfront ROI? Umm, no.

You may sell some seats because of fear. You may not. Those are the two options.

But you will sell long-standing relationship if you can be a partner to your client and help them achieve their business goals.

Business is Personal. Ask American Express business card users - they've been sold on the fact that AMEX will be there for them, no matter what. AMEX does not care if they are purchasing plane tickets, office supplies, or customer dinners. The mandate is that they will be there for that business user.

So instead of creating slick videos that cause more fear, how about picking up the phone and talking to your clients - and figuring out what they actually need?

Today's KISS question is: which company have you received the best customer/sales interactions from?