Are You Trash Talking Prospects?
Do you find it hard to engage with prospects or customers? If so, keep reading…
I was recently on the phone with Jill Konrath, author of Selling to Big Companies. I explained a project I am working on and she said, with great excitement, “You MUST read this article I wrote.”
What follows is perhaps one of the best lessons on why we fail to engage.
It is simply a letter from a customer.
Here are some excerpts from Jill’s original article:
Dear Seller,I only have a few minutes, but I understand you’re interested in what you can do to capture my attention and entice me to want to set up a meeting with you.
Let me say this loud and clear right now - you have no idea what my day is like. You may think you do, but you’re missing the boat. Until you understand this, my advice to you makes no sense.I got into the office early this morning so I could have some uninterrupted time to work on a major project - something I can’t seem to squeeze into the normal business day, which is filled with back-to-back meetings.
But, by 9 a.m. all my good intentions were dashed. My boss asked me to drop everything to get her some up-to-date information on a major reorganization initiative.
Starting to get the picture? Welcome to my world of everyday chaos where, hard as I try to make progress, I keep slipping behind.Did I mention my how many emails I get daily? Over 100.
In short, I have way too much to do, ever-increasing expectations, impossible deadlines and constant interruptions from people wanting my time or attention.
And now for the good stuff:
Which gets us back to you. In your well-intentioned but misguided attempts turn me into a “prospect,” you fail woefully to capture my attention. I’m going to be really blunt here: I could care less about your product, service, solution or your company.I’m not one bit interested in your unique methodologies, extraordinary differentiators or one-stop shopping. Your self-serving pablum, while designed to lure me into your clutches, has the exact opposite impact.
Think about your life. You know that this could have been you writing this letter.
Now put yourself in the shoes of your prospects. They are just like you.
So my question to you: What can be done to get the attention of a person like this?
Comments
Nothing, people like this are for the most part useless cogs stuck in the machine. Just skip over them and call their boss.
Posted by: Anne Sachs | April 30, 2008 09:04 AM
I could be totally wrong, but I think the idea behind the letter was that they did not want unsolicited contact. As a busy person myself, few things bug me more than unsolicited calls and email. Just because a message (or call) is targetted, even if accurately done so, does not keep it from being thought of as spam by many.
Want my attention? Be visible in the places I frequent. If I'm in the market for a product or solution, have a positive presence in that area online -- beyond the standard marketing glossy, spec sheet, and sales pitch.
Make it easy to find you! And make me want to learn more about what your company/product has to offer.
An example I like to use is something Cisco did that I first recognized in 1988 and today think of it as being some innovative "internet marketing" especially for the times. They hired a guy who spent a significant amount of his work day reading USENET news. He would answer newsgroup questions on Cisco products as well as openly participate in conversations about other companies products. His responses were always unbiased (or at least appeared that way) and he gained respect pretty quickly Even before having first hand experience with the company, I had already formed a positive opinion about their company based on seeing their employee being valuable to "my online community".
Posted by: Mitch Wright | April 30, 2008 06:34 PM
Instead of trying to gain their attention for your benefit (ie. talk so you can make a sale), build a real relationship with them.
Get to know them. Do they like batman? "The Dark Knight" movie release date is coming up.
Sounds like they don't have time. If you are feeling a little adventurous, send them the book "The Four Hour Work Week".
Do you know someone they might wanna meet? Email them asking to join you and this other person for lunch.
Ponder Pearls might well but usually it works better for people you already know.
http://www.volcanicmarketing.com/ponder-pearls.php
Maybe sending them one of those "Thinking of you" / "just thought of you" cards that are really funny. I remember seeing one with a rooster that was hilarious. Send one each week until he calls you.
Life is better when you're having fun.
~ mel
Posted by: Melvin Ram | May 2, 2008 10:56 AM
PS: I just wanted to add that I love this blog. I read almost every post.
Posted by: Melvin Ram | May 2, 2008 10:58 AM