My prime prospect is showing me their child pose. That’s code speak for “I’m not paying
attention now, so don’t bother me.” The
silence is deafening. What are my
1. Get busy with some loud broadcasting activity? You
know, blast them with all the channels including the phone, email, texting and social
media. Sure, I can wake them up and
force them to engage with me!
over them and watch to see if their current position shifts in the slightest. At that point I could quickly swoop in and
hijack their attention before they nod off again.
It happens all the time by email, telephone, and through social media, the
just wanted to follow up”sales prospecting approach.
Large company or small, no decision-maker wants to have their time
wasted. So, they’re probably not going
to visit your website to first “learn more about” your product. In addition, executives generally don’t open
their calendars for total strangers to talk to them about something they are
ill-informed about, or couldn’t care less about. In short, you are pushing a button that turns
them off, so it’s no wonder they are not returning your call or replying to
your digital contact.
People simply are not subject to the rigorous
laws of logic or measurable with the precision that data-driven marketers would
like. In fact, most purchase decisions
are made emotionally, and then justified, rather than the other way
around. That means it’s critical for
organizations to create customer relationships through emotional bonds. Here are eight ways your organization can help
create emotional bonds that build deep customer relationships:
1. Brand: You
need to start with a strong brand identity that your customers can identify
Several years ago I heard a story about a shoe repair
shop from one of their long-time customers.
It’s a small business tale about trust with a twist that might surprise
you. Like many businesses, this shoe
repair shop was built on a self-service model.
That model was necessary because the sole proprietor did his cobbling at
night; during the day he held down a full-time job as an employee of another
company. His customers left their shoes
for repair in a converted newspaper vending machine located on his front
for the class of 2020. This
year’s list contains 60 items that provide a look at the cultural touchstones
that have shaped the lives of this fall’s entering class. Most of this year’s freshmen were born in
1998, just for fun; take a look at the world through their eyes:
- There has always been a digital swap meet
- Grandpa has always been able to reach for the
- They never heard Harry Caray try to sing
during the seventh inning at Wrigley Field.
At the beginning of the 2014 NFL season
I posted a short article related toNFL teams Follow-to-Follower ratios on Twitter
. That score
card showed that most NFL teams, like most major brands, don’t follow-back
their fans or customers:
As you can see on the 2014 score card,
the average NFL team was following back just 0.46% of their fans. That ratio now stands at 0.27% which means
the odds of your favorite team following you back are actually decreasing.
“This Copyrighted Broadcast is the Property of the
National Football League”
single biggest challenge?”
I wish I had a dollar for every time I
was asked that question because I’d be able to retire immediately. It’s right up there with:
you up at night?”
And let’s not forget:
Why do executives cringe every time
they’re asked those questions? Because
just about every solution-based qualification call on the sales training planet
includes one of those questions, and that means they can see your sales
prospecting pitch coming from a mile away.
To: Sales Manager
Ref: No Network Connection
I am writing in response to your request for additional information. In my sales pipeline report, I put “no
network connection,” as the cause for my sales pipeline miss. In your email to me, you said that I should
explain more fully.
I was prospecting alone on a new account. During my visit, I discovered I had
competition, and lacked access to the decision maker. Rather than research potential networking
connections that might provide an introduction to the decision maker, I decided
to dazzle my contact with the feature functionality of our solution.
been a real professional during this process; I’ve grown to trust you, and I honestly
like you. You’re going to get this order. That is, if you don’t mess it up at
It was early in my sales career and I was
sitting across the desk from my client, a bank president. It was a complex solution situation that had
been playing out for months. He was finally
holding my sales contract, valued at over one million. This deal would make my numbers for the year,
secure a promotion, and I was replacing a competitive system, making the win as
sweet as they come.
A mulligan, reload or redo; who wouldn’t
like to have a second chance? Sorry,
when it comes to getting the ear of your targeted executive prospect you’re
often lucky if you get a single shot.
That’s why I’m often amazed by the number of phone calls I receive in
which the caller’s goal is to “set up a time to chat.”
If your targeted prospect actually answers
your call are you prepared to initiate a conversation that will capture their
attention and generate immediate interest?
Are you sure?