Selling to people who couldn’t care less (at first)
by Dan Gershenson
“Hi Mr. Decision-Maker at XYZ Company. This is (your name) at (your company). We’ve been in business since (year) and people love us for our (product/service attribute).”
Click. In case you’re wondering that would be the sound of Mr. Decision-Maker stopping and deleting your voicemail message.
Admittedly, for a long time I sounded kind of like this when I approached marketing decision-makers. Until I realized that they have zero time to talk, they view unsolicited voicemails and e-mails as an intrusion and that’s IF you can get past the gatekeeper secretary.
In other words, they are not waiting on pins and needles for what you’re selling. But I’ve come to learn that with careful study of listening for potential customer pains, you can briefly but firmly whet the appetite of a person to continue the conversation with you. How did I learn this? Primarily from a woman named Jill Konrath , author of “Selling to Big Companies” and the new “SNAP Selling.” She taught me that whether it’s writing a letter, leaving a message or crafting an e-mail, you don’t have to tell your entire story to get someone to take interest in you. You shouldn’t. Instead, she shows you how you can convey an understanding of that prospect’s situation here and now, ultimately leading them back to what you have to offer.
In fact, I learned that Jill Konrath will be coming to the Chicagoland Chamber of Commerce on February 10th at 7:00am (speaking at 8:00am). If you have a spare couple of hours that morning, I highly recommend you check it out and pick up her books. If you follow her advice, you’re sure to open a few more doors as the economy improves.
To register for the event, visit the Chicagoland Chamber’s website at chicagolandchamber.org and click on the Event Calendar for February 10th.
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The Fractional CMO
