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Why Deceptive Cold Calls Don't Create Customers

by Jo Shaer, on April 12, 2015

nuisance-calls I was in the office last week and Alex, the young lady who normally answers our phones, was in the kitchen making me a nice cup of herbal tea.

So, as chance would have it, when the phone rang, I was the only one available to answer it.

Jack, BT and me

"Hello, I'm Jack from BT and I am just calling to see if you have had any problems with your line? Crackles and that type of thing"

I explained that, as far as I was aware, it had been problem free and went on to explain our rather complicated telephone set up in quite a lot of detail so the engineer had the full picture.

We had a short exchange about some of the services that I was currently using and how much they were costing me.  He seemed surprised that some of them were free - the implication being that BT would have charged.

"OK, well I'm going to send you a business pack."

"Hang on a minute. Are you really from BT?"

"Well, yes."

"So why are you suddenly talking about sending me a business pack? You're not an engineer are you? What is going on? What's your phone number?"

To be fair, he did give me a phone number and repeated his name but I don't think he's going to be sending me a business pack because he got off the phone sharpish.

I think BT must have a call centre going down a directory of businesses and seeing if they can sell them a better service than the current supplier.

And they are trying to be creative about how they get their foot in the door.

Why Jack should have used inbound

I didn't like the fact that I had given someone that I thought was a telephone engineer some details about my telephone arrangements that I might not have given if I had realised he was just a salesman!

A far better way to get my attention would have been to have a properly optimised blog post on the BT website about how their service would be an improvement on what I was curently receiving.  If I was unhappy with my current supplier, I would have been googling for a replacement. 

They could also have posted it on Twitter as an intriguing tweet with an eye catching image to make people want to find out more.

This is inbound - attracting people who are actively looking for your product or service to your website.  Find out more here.

Sure, it may not be quite as instant as picking up the phone and speaking to business owners BUT his unsolicited nuisance call has just made me very suspicious of BT.  Which has totally changed my previous trust of them as a company and made me far less likely to be receptive to any future contacts from them.

Why deceptive cold calls don't create customers

But, of course, the thing to remember is that I was not looking to change my supplier at all. I was perfectly happy with what I had and, even if I had not been, he could not better my current deal.  

This is the crux of why I feel so grumpy with BT and why it will affect any decision to do business with them in the future.

  1. He interrupted me.
  2. He deceived me into thinking he was someone that he was not.
  3. He received information to which he had no right.
  4. And all so that he could try to sell me something that I did not want or need and was currently getting cheaper!

 Feel free to give Jack a call and waste his time!


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