- Image by alles-schlumpf via Flickr
In the community where I live, our mail is delivered to a community mailbox, rather than to individual homes. The daily trip to pick up the mail is an opportunity to have small chat with your neighbors. On one recent mail trip, I arrived at the same time as a new neighbor. We exchanged pleasantries as we each went to our boxes to gather mail.
A conveniently placed trash receptacle at the boxes makes it easy to sort your mail and discard unwanted pieces. I moved toward the receptacle just as she was closing her own box and walking toward the curb. “If you know anyone who needs a babysitter, I live right there,” she said pointing at a corner home. In case I had missed the pointing, she recited the address. A little dumbstruck, I think I must have nodded and smiled and muttered okay. She went on to tell me that she was retired and now cares for children. We bid each other a good day and moved toward home.
She did not introduce herself even after the sales pitch. Should I simply tell friends to show up at her home and trust she was not a serial killer?
In sales and marketing, we have learned that people buy from people that they like and trust. However, those are steps 2 and 3. Before like and trust, there is “know.” This poor woman had skipped right to trust without establishing the basics. Many people commit the same sin daily in their marketing or networking efforts.
On Twitter, people auto DM a sales message upon following. In web copy, companies skip right to “buy now” without a proper introduction. They ask for trust but provide no basis to do so.
Does selling always require relationship? No. When you have the answer to an immediate or urgent need, or there are no other competitors, the sales process is very different. However, even companies with a monopoly will do far better by treating customers as if they have a choice. (Cable and utility companies take note.)
When you skip the all crucial “know” you are sending a message that your potential customers are not important. They are fresh prospects that serve to help you hit your profit margin. Your ideal customer is anyone with the ability to pay. Is that the message you really want to send?
Last week, Joanna Young provided tips on writing with intention and possibility and her tips on pacing and leading is perfect for the sales process:
If you’re writing to open up a sense of possibility in another person, you’ll need to do a little work to take them there. You can’t thrown them straight in.
I like to think of it as walking along a road with someone: you want them to get comfortable with your pace, your rhythm, your presence, before you start to do anything more dramatic.
If you take the time to lead verbally and in writing, rather than rushing head long into the sales process, you will experience better results and create longer-term relationships with your clients.
Do you prefer to get to know a person/company before moving to the sales process? What are triggers that make you feel better about going from stranger to potential customer?
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LOL! Paul, I love that attitude! I was so dumbfounded I could not even recover to turn it around, but maybe next time!
Well, some are just not natural salespeople.
Next time you meet, you could offer your marketing services to her for a small fee. After getting to know her, of course 🙂
Actually, I was kinda joking, but the more I think about it… there could be an opportunity for you there. It’s true… most people don’t know how to sell, at least effectively.
.-= Paul Hancox, copySnips´s last blog ..How To Tell The Perfect Story =-.
Brad, I would be interested to hear from those people who find them valuable. How many clickthroughs do they get and more importantly how many of those convert to a sale? Even the nice ones are so impersonal, I ignore them. If you’re following and want to start a conversation, I’d rather you @me but sending a “Hi, nice tweets” or “Thanks for Following” is not productive. I guess I view the DM as private space, and when you enter it trying to sell me a house in Texas or dating services without bothering to ring the bell first, well it’s annoying!
Those Twitter DMs are perplexing: I keep going back and forth. My inclination is to not DM. The DMs I get are too aggressive for my tastes, too cute, or just meaningless. But there are those who swear by them.
.-= Brad Shorr´s last blog ..How Do You Measure the ROI of a Business Blog? =-.
Ha! If you don’t pay attention you could end up with chili powder instead of cinnamon on your cookies. 🙂 (Great post today!) I agree with you that rhythm is important. I have met people that spill their guts to me and when we part we’re not lifelong pals and I often wonder if they realize I never revealed a single detail about myself but they have just verbally vomited on a stranger.
Fred, the auto-DMs had gotten out of control. You can opt out by the way at SocialToo and SocialOomph. If you opt out at both sites, you will have solved the problem. The follower never knows you’ve opted out. I agree, a potential relationship is ruined when you move to fast. For me, I am so turned of that you’ve lost me completely.
Brad, excellent point! Pacing can vary by region, locale, culture and individual. I agree that it’s important to let the customer set the tone. In web copy, you can strike a nice balance that still allows the customer to go at their own pace by offering speedy shortcuts for the “cut to the chase” people and information for those that want to meander a bit.
I gotta agree, Karen; there certainly is a certain rhythm to it! But it’s definitely different, depending on the region, the circustance, and even the product or service.
But Brad’s solution is the best, I think: let the customer set “tell” you what the proper pace should be. Even in friendships, that’s still the best and most sure way. ‘Course, it requires us to be a little, y’know, observant!
.-= Robert Hruzek´s last blog ..Better Pay Attention! =-.
I had been hating the auto-dm’s I get for the most part but hadn’t really figured out why. So often when I got the pitch immediately after following someone who I thought might be interesting I simply un-followed. I would have rather not heard anything, but wasn’t sure why. Your example of the baby sitter is perfect here. A pitch at the wrong time puts someone who might be an interesting neighbor and turns them into an individual with questionable motives.
.-= Fred H Schlegel´s last blog ..The Power Of “What Can I Do?” and Puppies Behind Bars =-.
Hi Karen, When I was in b2b sales, I noticed a big difference in timing in certain parts of the U.S. On the East Coast, it was acceptable to launch right into a sales presentation – very fast paced. In the Southeast, I remember chatting with prospects for well over an hour before even touching on business topics. Chicago, where I live, felt somewhere in between. So rather than assume a sales pace that my customer would like, I learned to let them set the pace. I think in social media, you’re wise to start with non-business conversation. See how people respond, and try to work at their pace.
.-= Brad Shorr´s last blog ..How Do You Measure the ROI of a Business Blog? =-.