Sales people and marketers need to remember a very important fact…
YOU ARE AN INTERRUPTION
This is not a post to bash sales professionals, actually the contrary. This is a crucial point to recall in our marketing efforts, as we can often forget or lose sight of this fact during our marketing activities. As we send out emails or make calls, our activities are interrupting someone’s day.
We are essentially asking them to stop what they are currently doing to read/talk with us. This is an important thing to keep in mind as you plan your interactions. NB: I do hope you have some kind of plan for these interactions. If you don’t that is another topic altogether.
As you plan your marketing activities give this some thought, as the research shows it takes 8–10 interactions before someone is ready and willing to make a purchase. So if you respect that you are an interruption and bring value to every interaction you are more likely to get the second/third etc.
Think back to previous purchases you have made, do you recall the salesperson who is always asking the “what can you do for me” type of question, the guy or gal who is always moving their agenda forward. Compare this to the sales professional who brings value to every call, someone who ensures they are conscientious of your time, delivering value with each interaction. This can be as simple as “I wanted to follow up with those numbers you requested” or “I came across this article that you may find interesting”
This can be a very powerful tool to get prospects and customers to answer more of your calls, actually be excited when they see your name on the caller ID. Yes, we live in an age where everyone looks prior to answering, the caller ID dictates if you get a green button or the dreaded RED.
So if your calls are answered more frequently and your customers are excited to talk with you, and you are bringing actual value to each interaction. This process will be much smoother not to mention we will set ourselves apart from the sleazy sales stereotypes that we all hate.
If you simply mix a little preparation and a conscious effort to bring value. While keeping in the back of your mind the fact you are an interruption. A apparent shift will appear in your interactions and this will translate beautifully into results.
After all is that not what we are all looking for? Constant improvement of our skills and the perpetual growth of our abilities.
Please share your thoughts below.
— Joel, Found Leads
