At a recent software conference, I reviewed a company’s service offerings. I introduced myself as a consultant, not a merchant, and the rep answered my questions. I had one issue, though. The bulk of my clients are small businesses, and the company’s service charges weren’t in the budget range for most of them.

The rep asked for my contact information and said we could discuss my clients’ needs and pricing options in the near future. I agreed to spend time at the company’s web site, further analyzing the service.

Screaming guy.Within a few days of returning home, the calls started coming… First, there was an “important” message for me, requesting I return the call. My assistant advised the rep (who wasn’t the one I’d spoken with) that I was playing catch-up after the conference, and it would be some time before I could go over things. Two days later, another call. Again, the caller let my assistant know the matter was “important”. By the time the sixth call came, I was finally able to get on the line.

The rep then launched into her sales pitch, explaining how the service would help my business grow and increase trust. I stopped her mid-sentence and asked how she got my card. I explained who I was, and the purpose of initiating in-person contact in California. “Oh,” was the response. There were no notes about the initial discussion I’d had at the conference, and this rep wasn’t even sure she could consider a different pricing structure.

I get calls and emails like this all the time. My name is put into a general database, and, more often than not, agents try to get me to promote their services regardless of price. Most disturbing is the expectation that I would even consider promoting a product I’ve never seen or utilized. Yet, the majority of sales connection calls I receive all seem to be reading from the same script.

I consider these aggressive calls and messages “screaming”. It matters not that voices aren’t raised.

What they’re really saying is, “YOU GOTTA HAVE THIS, YOUR CLIENTS WILL LOVE IT,” and “THEIR SALES WILL SKYROCKET”. My favorite pitch is the oft misused statement, “IT PAYS FOR ITSELF!”

What happens when you’re screamed at one too many times? I think you know where I’m going…

Instead of screaming, these businesses need to enchant me (yes, I stole that term from Guy Kawasaki - here’s why). They need to make me feel comfortable speaking with them. They need to speak on my level (which certainly isn’t that of a used-car salesmen) and they need to ease into a relationship. While I do use some affiliate links in my posts, most of the time I don’t. The rule is, I only recommend products and services I’ve used, or currently use myself.

What irritated me most about the last round of calls, though, wasn’t the nagging. It was the fact the original rep simply tossed my card into a box that hadn’t been categorized, without any points of reference. It was as if I were a complete stranger, and had never met with anyone face-to-face. I wonder how many other potential relationships will start out this way—sour—as a result.

What about you? Do you get calls from otherwise legitimate companies that are simply doing it wrong? Do you ever take the time to tell them why it’s going to be hard for them to win you over? Or do you just scream right back by hanging up the phone?