The Sales Café

We've been following the whole Apple "Antennagate" story today, mostly for fun (since we got the new iPhone 4 the first day, thankyouverymuch) and partly because we recently wrote about Apple being a company that espouses the Outside→In™ approach in its development.

Today's press conference about the situation and Apple's response to the problems of the antenna was part of the company's strategic management of its user base. It does beg the question (for us, at least): Is Apple Outside→In™ when it comes to customer service?

[Click here for the whole press conference as it was live blogged on www.engadget.com.]

First, we believe that, like the iPad, the iPhone 4 is the result of Apple's Outside→In™ approach to development and the market. It has features that answer our needs in a smartphone and more. Is it the best smartphone? After certain specific benchmarks, that title is subjective, and, the "best in technology" title only stands until the next leading edge product comes out. It seems that antennas are part of a design flaw in smartphones in general and something that everyone is working on. "Less dropped calls" is every cell phone company's marketing line, which indicates that there are some to begin with. Anyone that says that the Blackberry has no dropped calls is lying, whether your service is AT&T, Verizon or any of the other carriers.

For some people, Jobs' response was not enough of an apology and more of a reluctant, and arrogant, admittance to the problem. Let's get some perspective on this, Apple's faulty cell phone antenna is not akin to Toyota's sticking gas pedal or BP's gushing well. Those faulty designs require continued apologies. No one is dying due to a dropped call (we hope). 

From our perspective, Jobs was the mouthpiece for a large group of engineers who seem to be dedicated to their own mission of providing a well-developed product by listening to their customers. If they didn't listen, there wouldn't have been a press conference today.

Now, how do we get that free bumper case?

ELA's lead generation survey results are in!  Nearly all respondents are from or with sales organizations where they are responsible for the relationship or partnership with their customers. Everyone expects salespeople to generate new leads, every month.

The best return on time invested included local networking/public speaking and asking for referrals.  Over 80% thought the lead generation approach used was vital or important to developing trust.

Respondent advice on lead generation ideas sorted into four primary buckets.

• 1) Reward lead generation activity as part of overall sales process
• 2) Focus on the Customer in all interactions
• 3) Be professional including making and keeping commitments to prospects
• 4) Always provide value by knowing your product and value proposition

Since relationships are based on trust, then the lead generation approaches like asking for referrals, networking, and public speaking must cultivate trust between the prospect and the sales person.  Let's create a list of tips for each approach that are both effective and build trust.  I will post a short ELA RTG blog entry on each approach over the next few weeks.  You can enhance the approach by adding your comments and ideas. 

Thank you to all who participated.

Creating a trusting customer relationship is at the core of every B2B or B2C salesperson's role. Sales is a company's face to the customer. Whether talking on the telephone or in person, the salesperson's goal is to make a connection with the customer. Through that interaction, the prospect and/or customer develops the trust that results in a buy decision. 

Salespeople are generally expected to generate their own leads in addition to those generated by marketing. Their ability to do so is the difference between success and dashed expectations. A salesperson who has confidence that their lead generation approach creates trust will be motivated to repeat the approach. 

What is the best way for salespeople to generate new leads while fostering a trusting customer/sales relationship? 

Please click on the link below to participate in ELA's six question Business Development Survey: Generating Leads and Building Trust. Share what you think is the role of a salesperson in arranging the initial customer meeting. Offer your ideas for approaches that lay the foundation for a trusting relationship. By sharing, you will receive a summary report of the results including a list of ideas to improve lead generation performance in your sales organization or territory.

Please click here to take the short (only 6 questions!) ELA Consulting Group Lead Generation Survey!