Tuesday, October 11, 2011

Ask the Question

Netflix messed up again. No, I am not talking about their huge price increase, although that was pretty jarring. And I am not talking about their plan to split their once beloved company in two. I am talking about a letter I just received from them.

Along with millions of other users I recently quit Netflix. Basically, I didn’t love them, I didn’t hate them, Netflix was just a monthly expense I was willing to pay. Even though I had underutilized their service for the last year, I hadn’t planned on quitting until they started all this alienating, customer-unfocused nonsense.

But, this last letter made me realize they really need help.

Dear Laurie,
We know you recently canceled your Netflix membership, but we want to share this news with you.
It is clear that for many of our members two websites would make things more difficult, so we are going to keep Netflix as one place to go for streaming and DVDs.
This means no change: one website, one account, one password…in other words, no Qwikster.
While the July price change was necessary, we are now done with price changes.
We're constantly improving our streaming selection. We've recently added hundreds of movies from Paramount, Sony, Universal, Fox, Warner Bros., Lionsgate, MGM and Miramax. Plus, in the last couple of weeks alone, we've added over 3,500 TV episodes from ABC, NBC, FOX, CBS, USA, E!, Nickelodeon, Disney Channel, ABC Family, Discovery Channel, TLC, SyFy, A&E, History, and PBS.
We are committed to making Netflix the best place to get your movies & TV shows.
The Netflix Team

So, what is missing? They never asked the question. “Will you give us a second chance?” Or, “Will you renew your membership?” Or, “With these changes, will you come back?”

To be honest, I am not sure I would have rejoined in any case. But, I certainly would have clicked a link that said, “Click here for more great reasons to be a member.” Or, “We want you back, and we mean it — click here to renew.”

It is easy to see that Netflix messed up by not asking the question, but the real question is “Do YOU ask the question? In the twenty some years I have been coaching sales people, I have found that one common reason they don’t close more sales is that they forget to ask the question. Or, they think that the question is implied. Or, they think that asking is presumptuous.

SERIOUSLY! You are in the sales business, ask the sales question, ask your customer if they want to buy.

1 comment:

Einar said...

Yes, you are losing way to many sales if you never ask for the order. Make it a rule to ask even if the prospect don't seem interested at all!