Why Executive Customer Calling Programs So Often Fail

Announcing a senior executive program for calling on customers is like playing the national anthem: everyone stands up and salutes, but few people could carry the tune in a bucket.

And when the music is over, everyone sits back down.

It REALLY sounds like a good idea for senior executives to meet with customers. And it could be.

But more often that not, programs fails only to be restarted the next time the anthem plays.


So, can executive calling programs be "fixed"?


YES!


Here are some guidelines that may help your next effort:


First, its not a "program". It is part of an executive's ongoing responsibilities to establish viable relationships with logical customers.


Note the word LOGICAL. Far too often, calling assignments are made almost randomly with little consideration for the possible value that could be added.


Calling on/visiting a customer once a week or month or quarter accomplishes nothing -- and can actually detract from the relationship -- if there is no reason to be there ... no value to add.


Sales professionals are expected to PLAN their calls and executives should not be any different.


Sales involvement is critical. Executive calls should support sales ... not check up on them.

Executives (particularly junior ones) love to play "gotcha" instead of building a united, supportive, sales front.


There is nothing worse that an executive who does not understand the operations details of the account that called on. Learning the business should take place before the call.


Executives who don't have skin thick to hear customers concerns 1) should not be executives and 2) should not be calling on customers.

Time calls for best effect ... don't wait until the contract almost is expired. Make calls in time to make a difference.


Try to avoid the trite: "So how are we doing?"


It's not all about YOU. The call is more about the customer's business that your own. A general understanding of the customer's industry is essential.


Check your pricing before you visit. If you're not competitive, fix it.


And remember that no matter the operational complexities and silos in your business, the customer looks to you to accept sole responsibility.


Try to identify the cultural similarities in your respective businesses and build on them.


Follow up calls in writing. A letter AND a hand written note are best.


Focus on your one goal to DELIGHT CUSTOMERS!