Last week I received a phone call from an Account Executive who represents a software product that we have been using since 2010. He said that he was “our new Account Executive” and was calling to introduce himself. Our conversation went like this:
Ring, ring, ring…
Wendy: “Hello.”
Account Executive: “Hello Wendy, I’m (Name) I’m your new Account Executive with (Company Name).
Wendy: “Ok.”
Account Executive: “I just called to see if you have any questions.”
Wendy: “We’ve been using the software since 2010.”
Account Executive: “Well, I just called to see if you have any questions about it.”
Wendy: “I don’t actually use the software. My assistant does. I don’t know anything about it. Why are you calling me?”
Account Executive: “Well, I just called to see if you have any questions.”
Wendy: “No. No questions.”
Truthfully, I felt a little sorry for this Account Executive. How dreadful it must be for him to have these kinds of conversations – likely over and over and over again. It may not be his fault. There is certainly value in reaching out to existing customers, but he should have had a plan. And if he is a new Account Executive then his manager should have given him a plan.
Part of the plan should have included looking at the records of our account. Then he would’ve known that we been using the software without issue for 8 years.
He would have learned that it would have been a waste of time to go over account pricing. We’re grandfathered in at a rate 10 times lower than what it would cost today. There might be other services this company offers… but he asked me no questions to see if he could offer additional value. Why did he call? It’s a mystery. Unfortunately, calls like this are likely happening every day, everywhere.
Nurturing calls to existing customers are supposed to add value. This call did not add value. It was merely annoying. This Account Executive could have simply introduced himself and said that he’d like a few minutes of my time to go over my account to see if he could add some value. I would have listened to what he had to say. Who knows? He might have made a sale.
