Consider This: Connect with Clients the Way You want to be Connected
By Ken Hammock, The Joy FM
Do you ever get emails, texts, or phone calls from sales people which you immediately delete, recycle, or just hang-up? But, then when you call on your clients, do you do the same thing? You send an email, text, or phone call and wonder why you are being ignored?
This is a literal email I received from someone:
Hello. I saw your business card posted at XXXX business and wanted to let you know that if you, or your business, are in need of life insurance I’d be happy to speak with you. I’m a local, independent licensed agent who can shop the best policies for my clients. Just let me know if you, or any of your acquaintances, would like to talk. I won’t contact you after this, so just hold onto my info. And give me a call if you ever need to discuss life policies.
While the email was courteous it was nonetheless intrusive, from an unknown person with no credibility or trust. Not only was his message from a complete stranger, but his “pitch” was about what he offered rather than it being about me.
Had I known this person, my response to him (see below) may have been a little less direct:
Dear XX, emails offer an impersonal approach to prospecting that many consider spam. Most readers never get past the greeting before deleting the message. However, if you want to reach tens of thousands in your area, I can offer a listener supported radio station where your message builds trust, engagement, and without being intrusive. Oh, and I won’t contact you after this, so just hold onto my info. But give me a call if you ever need to discuss real marketing strategies.
Although I do not expect a call from Mr XX, no more than he actually expects me to call him, the point is to connect with your prospective clients in a way that is less intrusive, more personable and with better credibility. Referrals are best. Meeting a valid need with a respected and known resource is better. Building a relationship with trust as the foundation is better.
You must find ways to warm up to prospects by creating a more trustworthy path to getting their attention. If your best foot forward is a frigid cold call visit, unexpected phone call or spam email, then you need a better strategy or a better system.
What if his email had been drafted like this:
Hello Ken, I am a frequent customer of XXXX business and I see where you’ve done business with them, too. Although you may not know me, there is a great deal of unanswered questions regarding life insurance and protecting your family during an untimely loss of life event. My initial intent is not to sell you anything, but rather because of your status in the community, I want and need to learn how to best reach people like you with my message. Is that possible? When are you available and maybe we can even meet at XXXX business for coffee?
So tell me how you would answer that email? How do you create a warmer path to your prospects?
Let me know if I can help.
Ken Hammock is a 30-year marketing veteran and is the Corporate Engagement Specialist for The JOY FM. You can reach him via email at [email protected].