Doing Business
Rude Awakenings
by Cheryl and Cory Sickles

When running a business, we should always try to be positive and encourage others to do the same.  It’s difficult on some days, when others we encounter are negative or act in negative ways.

Many of us have our personal list of “Pet Peeves” – annoying things that get under our skin and can take our minds off being positive.  So it goes with one of ours, people who don’t return telephone calls.  With modern technology, we can expand that to emails and even text messages.  Certainly, science has provided the means for most of us to ignore the rest of us.

Do you ignore your kids?  When they need you attention for something, do you sometimes say “Later, Mommy’s busy right now” or “As soon as Daddy finishes this, I’ll help you with that”?  Do you actually get back to them or do they have to seek out your attention?  If you say you’ll communicate with them later, can they count on that or is it a lie?  Because if you say something that isn’t true, then you are lying to them – perhaps over and over again.

We all have busy schedules, some more than others. When someone calls or stops by or contacts us in some other way, we may well be in the middle of something else.  That something may have a higher priority at the moment and so we have to postpone whatever it is until later. But there is a difference between “postpone” and “ignore”.  If you ask someone if you can call him or her back, then make sure you call him or her back.  If you ask someone to follow up with you later, then make sure you talk with him or her later.  If you end up ignoring them, then you are just lying to them – perhaps over and over again.

Recently, Cory met with someone about producing a commercial for their business.  The meeting ended positively, with a quick follow up of pricing needed, since there was need for a fast turnaround, due to an upcoming promotion.  Cory sent the information requested later that day.  There was supposed to be a meeting by the prospective client in a few days and, if approved, work was to begin immediately.

The day came and went, with no contact. Cory called the contact’s cell phone. Instead of them picking up, he had to leave a message.

This would be repeated 12 times over the course of nearly 3 weeks. Still, no returned calls from this person, no emails, no nothing…

Finally, well after the originally specified deadline had passed and after the 13th call, this person finally returned the call(s). She was “so sorry” for not getting back, had a cold for a few days (which we all know prevents you from sending an email) and well – blah, blah, blah. There was more, but who cares? What are you going to believe from someone who lies to you? Bottom line, she wasn’t going to have anything new done. Something that could have been said, in a vastly more professional manner, 3 weeks earlier - yes?

You may well ask yourself, why would you spend so much time following up?  There’s a simple explanation to that in 2 parts.  1 – Most sales are lost due to a lack of follow up.  2 – Perseverance is the key to closing sales. (more about that, next month)

While Cory held up his end of the deal, the prospect did not, spending more time to paint a fantasy world than simply say “no”, when it was still the professional thing to do.

As it turns out, (we all talk with each other, don’t we?), this same sort of behavior had been played out with other people for different reasons at the hand of this woman. Certainly, she did nothing positive for her reputation or that of her company. In a time when we all could use more business, can you really afford to be like this person?

Scenarios like this have played out for years. Even when we’ve been the ones looking for information needed to purchase new equipment, we encounter people who won’t return calls. When you are waiting, money in hand, for someone to do their jobs – why do some make it so difficult to take your money?

This is not a problem when contacting people in England, Frace, Canada or Japan. Why must it be an American anomaly? Why do citizens in other countries seem to treat people with more respect than here? Just because others may do it, why should you?  In fact, you should go one step further and call them out on it. Exemplify good behavior and professionalism, then demand it from others!

Here’s your “take away” package this month. Be nice to people.  Don’t abuse their time. If you aren’t interested in what they want to talk about, then tell them so. Do it immediately, don’t string them along.    Saying “no”, instead of asking for more effort on someone else’s part is easier, faster and leaves you with a better reputation than the alternative.  If you are in sales and can’t be bothered addressing a prospect’s questions, then why not hand them over to someone else who is?

Better yet, why not change the way you communicate? Why not strive to be more driven, more organized, more committed to what you do?  The first of the year is traditionally a good time to make resolutions to improve your life and how you navigate through the new year. Let’s all add honest communications to that list. Making sure you follow up with your kids is another. You’ll get more respect from everyone.

Cheryl and Cory Sickles met over thirty years ago – being joined together by business interests that quickly blossomed into a whirlwind romance. Cheryl’s media background includes ABC, Universal and GAF. Cory has a background with Tandy, NFL Films and business consulting.

Cheryl is passionate about horses and Cory about ham radio. Both have found common ground in the culinary arts and raising two outstanding children. They have gone through life paying attention to the things around them, which helps them communicate ways to solve problems and help others.

The Sickles’ own Burning Image, LLC – a television program and commercial production company headquartered in Gloucester County. To suggest column topics or for more information that can help your business, contact them at moreinfo@burningimagetv.com  or 856-582-9146.