I’m a firm believer that our habits and how we execute specific tasks do not vary widely from task to task. Sure we may be a bit more diligent when we are doing something important for the boss, bit more casual in social endeavours, but in most cases it is about degrees, not wholesale differences. Now if you are doing everything perfectly this isn’t a bad thing, but most of us are not perfect, we’re not living that idyllic reality, and therefore have to deal with our bad habits, and their consequences.
One thing that seems to get consistently worse is the tendency to rush things, and the problems that can lead to. This is accentuated by the many and growing number of things we have to get done in the same or less time than before.
It seems that more people today skim or scan documents, e-mails and other reading, rather than giving it full attention, as a result they miss things that are important to the outcome; they then have to backtrack wasting more precious time, more than they saved by skimming.
Same can be said for the way people read their e-mails, in fact it may be more accurate to say how many are not reading their e-mails. I have spoken to others about this, and I know I am not the only one who finds themselves posing a specific question in an e-mail, only to get back an answer that barely if at all answers the question posed. You can tell they rushed, skimmed the original, and responded to what they skimmed, not the question asked.
This leads to a couple of additional notes back and forth, this wastes time and energy on both sides, but while sellers are free to waste their own time, this end up also very much wastes the buyer’s time, which can lead to consequences, especially if they pose the same to another vendor who takes the time to respond completely and fully. At worse you come off as being evasive, at best tardy.
One of the goals of any good sales person is to make it easy for the buyer to deal with you, in essence to buy from you. While this may not always be in your control, slowing down so you can be more effective is. I know there is pressure coming from all side these days, but it is important to manage it, especially early in the relationship. If the buyer feels that you are rushing and taking short cuts through the selling phase, they can’t help but ask if that is the level of attention and care they will face once they commit?
One easy way to solve this is to actually set aside time through the day for e-mail and voice mail. One reason for the skimming is that we are doing e-mail while we are doing other things, and as I have said before, we are not built for multi-tasking regardless of what the pundits will tell you. As highlighted in the Sales Happen In Time Booklet, carving out time to do things properly, including e-mail, will make you more productive, less stressed, and come across as the pro you are.
Here is another real world example, I am currently running a contest to win tickets to the Art Of Sales, an opportunity to take in Dan Pink, Matt Dixon, and other sales thought leaders. To enter, all one need do is fill in three points of data, name, e-mail, phone, and to tweet the fact that they entered the contest. To make it even easier, the tweet is all set, they just have to hit the bird. In bold letters they are told the no tweet equals no entry, yet half the entrants skip that step. My guess they skimmed, went on auto pilot filling out the form, and rushed to the next thing. Oh well, better odds for those who read and completed the task they needed to in order to win.