Magazine article CRM Magazine

Selling What No One Wants to Buy

Magazine article CRM Magazine

Selling What No One Wants to Buy

Article excerpt

Some merchandise just doesn't move, and in his new book, The Coldest Call: Why Some Good Products Don't Sell, author Gerry Cullen explains why--and why it might not be your fault. This former vice president of marketing defines four barriers preventing sellers from selling--and customers from buying--and helps salespeople determine if the companies they work for have any barriers to sales.

[ILLUSTRATION OMITTED]

CRMmagazine: What are some of the biggest reasons that products don't sell despite the best efforts of a sales force?

Cullen: Many times the pricing and/or service plan is so complex, God couldn't figure it out. [Or] the problem the product solves is indecipherable. A salesperson needs to tell the customer the value right off the bat, but [not being able to isn't] always the salesperson's fault. I was in a call center listening to an outbound sales call. The salesman says, "This product is a new paradigm for Web enablement." What does that mean? When I asked him what the product really does, and why he just doesn't tell that to the customer, he said he needed to follow the script. The company ended up getting nowhere with a brilliant product. It's a perfect example of management putting up barriers in terms of the corporate organization and culture because executives are out of touch with the sales process. …

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