Business Pet Peeves - ABC's of Small Business

Business Pet Peeves

Sometimes, I truly despise certain elements of the business world. It seems, at times, the business world, particularly the sales aspect of it, is difficult to distinguish from the Hollywood film world. You know the type of film, whereby, a 'formula' movie makes a billion bucks, then immediately afterward, there are a ton of copycat movies fired to movie-goers in rapid succession in the interest of financially capitalizing on the latest phase, fad, or special effect.

Even the purported film originators sometimes don't know when enough is enough, and recognize that a story line has run its course. They, alternatively, overstay their welcome, so to speak, by opting to suck as much money-making yardage out of the synopsis and movie-going public as possible.

For example, simply review such slashers as "Friday the 13th," "Halloween," or "Nightmare on Elm Street" movies. Aren't all of them just about going into their 30th release?

The business world is often like that. Some marketing 'genius' (and, I use the term more loosely than a bungee cord) dreams up some ad scheme, which quickly goes from the initial point of being cute and an attractive lure, to the point of becoming an overly used cliche you soon see applied to every other product or service for the next several years until it makes you, practically, sick to your stomach.

I have listed 2 such ongoing present-day schemes below that are personal irritants to me, and also ones that I imagine you have seen, at least, on one occasion. After reviewing them, perhaps you can realize you too have a few business pet peeves of your own. ========================================

My Pet Peeve #1:

Ad: "Make $4,000 A Day, Sitting At Your Kitchen Table In Your Underwear!"

Now, when ads similar to the above first appeared on the business scene a few years ago, I can only imagine how very attractive they were to opportunity (and, often lazy) seekers. Aw, heck...they were probably attractive to most people seeking to make a fast buck, or pound, or yen, or deutsche mark, or... er, you get the point.

However, upon closer study, I decided I would not want to purchase anything from anyone who readily admits to sitting in their kitchen in their underwear, or worse, a thong! Far too much personal information!

After picturing a less than appeasing scene in my mind, my afterthoughts as a potential customer amounted to, "If they are sitting in their kitchen in their underwear, do they even take the time to wash their hands before eating?" "Ever heard of placing a desk in your bedroom or living room?" and "Thank you for not ever inviting me over for dinner!" =======================================

My Pet Peeve #2:

Another pet peeve, is the longstanding idea that it takes a minimum of 7-10 times of approaching a customer before you can convince him or her to make a purchase of your product or service. A great many business people have bought into this insanely tedious ritual. What Thomas Edison- understudy ever thought of *this* bright idea? This one must be straight out of Harvard Business School.

Now, in this technological age of enlightenment, online business people are using follow-up auto responders to hound, harass, and haggle with people for their hard-earned dollars. In my opinion, this is just one step above on the ladder of spamming...just a way of justifying and moralizing it. These 'business' persons are, obviously, candidates for masochism who relish the prospect of rejection on a grand scale.

My take on this, is that the few harried people who finally succumb to making a purchase, simply do so only in the interest of ridding themselves of the pesty salesperson. I, personally, would not desire to have any customer purchase my product or service, simply because I harassed them to the point of a near-death experience.

To me, a sale as a result of this technique, does not indicate how beneficial or desirable a particular product is, but otherwise indicates an ability to stalk on behalf of the salesperson.

My afterthoughts as a customer on this pet peeve would be, "Hey! Don't you get it? Do I have *Alzheimer's* written on my forehead? If I didn't buy it the *first* time, I probably wasn't interested! What makes you think I am going to buy it during either of your *next* 7 mailings? Hello! Obviously, Houston, we have a problem!"

Clearly, both of these examples are ones where, though the business person perceives himself or herself to be an expert salesperson once the customer is ensnared and makes a purchase, yet, that salesperson has overlooked one crucial point. And, that point is, the necessity of placing themselves in their prospective customer's proverbial shoes.

I subscribe to the idea that a product or service, with a strong desire or perception of great need among its prospective audience, and with an already- existing built-in market, will sell itself with minimum sales effort or resistance from its prospective buyer, or the necessity of habitual presentation on the part of the seller.

Sales persons who are in direct control of the quality of their product or service, should concentrate and spend more time on enhancing the benefits and quality of the product, as opposed to actually concentrating on force-selling it.

If the product is inferior, even with your ability to successfully sell it initially through your 7-step program, its success will soon be short-lived, as word will quickly spread regarding its quality (or lack thereof). In the interest of honest salesmanship, we should rethink which aspect is most important... consistent quality, or groundless hypey sales methods.

Focusing on the former, instead of the latter, can save us from becoming a much despised pet peeve within the business world.

-Kenny Love

Kenny Love is author of "Big $ With Your Computer," a new E-Book that shows you how to contract your computer skills in two rarely considered areas for an excellent source of additional income. Get more information by sending a blank email to skills@getresponse.com.