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飛び込みさん

2009-02-18 (水)
- 業務報告

前の会社でもそうだったのだが、受付のない小さい会社だと直接、営業の訪問やら電話を受けることになる。特にウチの会社のようなオートロックもないようなマンションの一室に居を構えていると、かなりの頻度でやってくる。

そもそもウチへの訪問者は、打ち合わせの来客以外は宅配業者ぐらいしかいないので、インターフォンが鳴った瞬間にピンとくる。よっぽど面白い営業でもない限り丁重にお断りさせて頂くが、せっぱ詰まっている時など本当に腹が立ってくる。

ジャンル的には、

  • 先物取引
  • コピー機、電話のリース
  • お菓子屋
  • 雑貨屋

……などなど。

商売というのは売り手と買い手の間でWIN-WINの関係が成り立つのが基本。
お客が「これが欲しい」「ここが困っている」というニーズがあるから売り手は物を売ったり、提案をする。その結果、お客は悩みが解決し、売り手は代価を得る。これがWIN-WINの関係。

そもそも客が何を欲しがっているのか分からないのに、アポなしで押し掛け、相手の仕事を中断させ、一方的に自分たち商品を売る。こんな前時代的な手法が通用するとはとても思えない。気の弱い客が断りきれずに買ってくれるのを狙っているのだろうか。

もっとも今では飛び込み営業で売上を伸ばそうなどと、はなっから考えていないのかもしれない。新人たちに度胸をつけさせるための研修の一環、社名の宣伝……この程度しか思いつかないけど。

先日もインターホンが鳴った。
ドアを開けると目の前には大きな箱を抱えた若い男が立っていた。

「こんにちわー。大福の製造、販売をしている者なんです」

大福の販売(別の日には別会社でカステラ屋も来た)には心底驚いたわ。と、いうか。会ったこともない人間を信用して口に入れるモノを買えと。もちろん速攻でお引き取り頂いたが、今の時代にはインターネットがある。一瞬目をやったときに記憶した商品名で検索。

……と、私のように検索して調べてみる人間もいるので、飛び込み営業はまったく効果がないとも言えない。少なくとも宣伝効果はあった。もっともテレビで一つ前に流れていたCMの内容を全く覚えていないように、その大福ブランド名もキレイサッパリ記憶の彼方に消え去ってしまったけど。

このように書くと飛び込み営業なんて、ほとんど成果の上がらない愚策の極みのような気がするが、そこはやはり工夫次第。最初に「よっぽど面白い営業以外は」と書いた。ということは、よっぽど面白い営業だと、買う買わないは別にしてとりあえず話しにつき合ってみようという気になる(せっぱ詰まっているときを除く)。

この違いは大きい。人の第一印象は3秒で決まるとは言うものの、いい人そうだな、とは思っても20秒後には「いらない」速攻でお引き取りを願うことが多い。暇じゃないし。頻繁に顔を合わせる営業なら人柄は最重要ファクターとは思うが、飛び込みなら人柄など正直どうでも良い。

やはり「面白いか」どうか。だと思う。

これは聞いた話。
いつものようにインターホンがなり、社員がドアを開けた瞬間、

ウィーーーーーーーーーーン。ウィーン。

「こんにちわー、雑貨屋です」

ドアを開けた先には、ラジコンのコントローラを持った若い女性が。先ほどの音はドアが開いた瞬間にラジコンカーが部屋の中を走り回ったソレ。
突然のことで全員が唖然。
しかしあまりにも面白い(インパクトが大きかった)ということで、2人ぐらいがラジコンをその場で購入したという。

どこの世界にも凄い人っているものだ。

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