Dave Kurlan is a top-rated speaker, best-selling author, sales thought leader and highly regarded sales development expert.
Last December, I wrote this article to show you what Dell was doing to generate revenue. It was not an example of a best practice for maintaining margins.
Just last week, I wrote this article about the difference between pricing strategy and selling strategy.
Today, I received an email from Dell showcasing their latest ill conceived scheme to generate revenue. I really have to question their thinking because when you see it you'll start thinking about all of those Yellow Page advertisers that send confirmations for ads you didn't place. You may remember laser cartridge companies that billed for cartridges that you didn't order and they didn't ship. You're going to think SCAM. Is that how Dell really wants to be perceived as they attempt to rebuild their revenue and market share? Take a look!
Can't see it clearly? By design. The only words you need to read are just below the attachment where it says, "Quote Information".
They sent unsolicited quotes to be approved. The email starts out with Your Dell Quote and goes on to say, "Thank you for your interest in Dell" and goes on to provide instructions to place the order. If you read everything, you'll read that this is simply a "sampling" and a method to provide contact information.
A huge part of effective selling is the ability to build trust and credibility. It's not until you have that trust and credibility that a prospect is comfortable enough to willingly share their answers to your salespeople's good, tough, timely questions. Well this email breaks trust. Not only that, since it was an unsolicited quote via email, one could easily say it is SPAM.
Seth Godin is always writing about permission marketing. Seth, I'll bet Dell didn't send this one to you...and I'll bet you'll have something to say about it too.
(c) Copyright 2009 Dave Kurlan