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I get requests like this all the time: “Please update your information, blah, blah …” And whatever the program is, they want me to register and become part of their pathetic process. Uh, no.

Funny, I NEVER get these requests from customers. Only from salespeople – or should I say LAZY salespeople. Why on earth are you asking me to update your database? How about your windows? Do they need washing? Floors need waxing? Trash can full?

STOP THE STUPIDITY. Your brains are showing – or not.

STOP THE RUDENESS. Your manners are showing – or not.

STOP THE LAZINESS. Update your own records.

I’m certain some of you will e-mail me and tell me how successful it was, or how customers don’t mind doing it. What a bunch of B.S. Asking customers, prospects and friends to stop what they’re doing to make sure your records are current? Give me a break.

How do you think your customers perceive you as a sales professional when you do this? At a minimum they’re thinking this guy can’t even keep his own database up to date. YIKES!

What are you doing for them? Where’s the value? Where’s the professionalism? How many records do you have that you can’t just pick up the phone and call them – with an idea or a valuable piece of information, and OH, BY THE WAY, is my info correct?

START THINKING. How can you help your customer instead of helping yourself?

START DOING FOR YOURSELF. Your own admin, order forms and follow-up.

START DOING FOR OTHERS. Things that prove you value them and their time.

START BUILDING RELATIONSHIPS. Give some value. Give some ideas.

MAJOR CLUE: What kind of an image of your work ethic are you sending to your customers and prospects? If they place an order, are you gonna call them and ask if they can pick it up so you don’t have to fill out the FedEx forms?

And worse, these “please update” e-mails are always a pitch for the database software company that says, “Join in, become a member – so that you too can annoy the hell out of your customers and look like a fool.” They leave off the direct e-mail of the sender so that you can only go through their system, and you have to register before you can do anything. This is the ultimate in frustration and rudeness.

How about this: Do your own work. Times are changing rapidly. Economic news is hitting every sector every day. Your customers need help, not frivolous e-mails.

SHORT LESSON: There are no shortcuts in sales. For a reason. There are no shortcuts to relationship building.

SALES LESSON: Insurance salespeople fill out the forms for the customer. Always have, always will.

HARD LESSON: Mortgage salespeople don’t fill out the forms for the customer – maybe that’s why it’s so hard for them to get customers.

VALUE LESSON: Updating your database is a great opportunity to reconnect with your entire customer base, if you will just pick up the phone and call everyone. You heard me, EVERYONE!

REALITY LESSON: How about coming up with a few ideas that will leave a positive impression rather than a pathetic one?

Pick up the phone and call every customer. Can you imagine a customer saying, “Glad you called; I’ve been meaning to call you. I have an order for you!”

That would be a “delight” instead of a “delete.”

Jeffrey Gitomer can be reached by phone at (704) 333-1112 or by e-mail at salesman@gitomer.com. © 2008 Jeffrey H. Gitomer