It is a fair question, whether you are the seller or the customer. OK, so what is the last mile of sales? I didn't find an official definition, so I'm borrowing the concept from "the last mile of finance" between balance sheet and 10-k, and the "last mile of telecommunications" that is the copper wire from the common carrier's substation to your home or business. Let's call the last mile of sales
that part of the sales funnel in which prospects are ready to become customers, or are already customers, ready for up-selling and cross-selling.
Survey Participants were robbed on the Last Mile of Sales!
This Tuesday morning, I looked at our "Poor Data Quality - Negative Business Outcomes"
survey results and I noticed a surprising agreement among participants in one sales-related area. 126 respondents, or over 90%of those responding to our question about poor data quality compromising up-selling and cross-selling, indicated they had such a problem. The graph following gives you a sense of how large a percentage of respondents had lost sales opportunities.
This is a troubling statistic. Organizations spend huge sums on marketing programs designed to attract prospects and nurture them to become customers. Beyond direct monetary investment, ensuring a successful trip down the sales funnel takes time, effort, and ability. From the perspective of the seller
, failing to sell more products and services to an
existing (presumably happy) client is like being robbed on the last mile of sales. Your organization has already succeeded in making a first sale. Subsequent selling should be easier, not harder. From the perspective of the buyer
, losing confidence in your chosen vendor because they fail to know you and your preferences, confuse you with similarly named customers, or display inept record-keeping about their last contact with you, robs you of a relationship you had invested time and money in developing. Perhaps now your go-to vendor becomes your former vendor, and you must spend time seeking an alternate source. Once confidence has been shaken, it is difficult to rebuild.
What did the survey say?
How is it possible that more than 90% of our respondents to this question lost an opportunity to up-sell or cross-sell? The next chart tells the story. It is poor data quality, plain and simple.
You can read the results yourself. As a sales prospect for a lead generation service, I had a recent experience with at least one of the top four poor data quality problems.
Oops, the status wasn't updated after our last call
In the closing months of 2013, I was solicited by a lead generation firm. I asked them to contact me in the first quarter of 2014. Ten days into 2014, they called again. OK, perhaps a bit early in the quarter, but they are eager for my business. With no immediate need, I asked them to call me again in Q3-2014 to see how things were evolving. So, I was surprised when I received another call from that firm, yesterday. Had we traveled through a time-warp? Was it now mid-summer? A look out the window at the snowstorm in progress suggested it was still February 2014. The caller was the same person as last time, and began an identical spiel. I interrupted and mentioned we had only spoken a week earlier. The caller appeared to remember and agree, indicating that there was no status update about the previous call. Was this sloppy ball-handling by sales, an IT technology issue, an ill-timed database restore? Was this a 1:1,000,000 chance or an everyday occurrence? The answer to all of those questions is "I have no idea, but I don't want to trust these folks with managing my lead generation campaign".
If they can't handle their own sales process, how are they going to help me with mine? What ever the cause of the gaff, they robbed themselves of a prospect, and me of any confidence I might have had in them.
The Bottom Line
Being robbed on the last mile of sales by poor data quality is unnecessary, but all too common. Have you recently been robbed on the last mile of sales? Are you a seller, or a disappointed prospect or customer? Cal Braunstein of The Robert Frances Group
and I would like to hear from you. Please do contact me
to set up an appointment for a conversation. Whether you have already participated in our survey, are a member of the InfoGov community
, or simply have an enlightening experience about how poor data quality caused you to have a negative business outcome, reach out and let us know.
Published by permission of Stuart Selip, Principal Consulting LLC
, data quality
, Last Mile
, lead generation
, Principal Consulting