While looking through Facebook today I came across this article about why people check their voicemail and I had to laugh because it’s so true. I don’t check my email to get the message (most of the time) I check it to make the blinking stop! So the question is, how are you reaching out to clients and prospects? Do you think they really listen to your voicemail?
Let’s face it gatekeepers and phone systems have become better at keeping you from speaking to your “target” so how do you reach your prospect, how do you let them know all the awesome things you can give them? I get emails every day from people who found me on Google, looked at my website (yes I know it needs work) and are reaching out to me to tell me how great they are at SEO, web design, blogging, etc. and yet they found me in a search so it can’t be THAT bad, right? Do these emails annoy me, you better believe they do. I didn’t ask for them to send me a proposal (yes some actually send proposals), some get frustrated with me for not responding as if their frustration will make me respond, right? So no one wants your voicemail, no one wants your email, how in the hell are you supposed to find prospects?
While part of the issue is the means by which you have chosen to communicate the real issue is what you are communicating. Please don’t do the features and benefits vomit on me. I don’t care that you have “x” number of years experience, went to such and such a college, are cheaper than the competition, have the best whatchamacallits…I just don’t care. I want someone who understands my business, understands my challenges, has solutions that really work for me and understands that I don’t have the time or desire to do things because they want me to. So what’s it really about:
- You need to demonstrate that you understand your prospect’s industry, challenges, how they do business
- You are flexible in communication style and frequency
- You recognize that it’s a buying cycle and not a selling cycle and if you don’t do your job you are not permitted to go to the next step
- You have a legit solution for me and can show me how I will receive tremendous value with your services
- Prospects still value relationships – they need to feel like they know you and trust you, they buy on emotion (unless its a commodity then its price first) not features and benefits. To get to the right prospect you need to be where they are, get introduced, be viewed as an asset first and a sales person last.
Don’t forget to ask your prospect how they prefer you communicate with them. It’s all about them.