Trust Building in Sales

I received a call the other day from someone selling website tracking software. We already use a marketing automation tool like this. I mentioned it to the seller, who went on a rant about how he visited our website, recognized the tool we use, and how we weren't doing it right.

I didn’t know this guy. He knew nothing about our marketing and sales process or the types of customers we're trying to reach. Yet he felt he knew enough to tell me we're doing it all wrong.

There are always ways to improve, but this seller called me out of the blue—without knowing anything about my business—to tell me I was doing it all wrong.

The seller was soon speaking to a dial tone.