JUNE 21, 2013 BY BARBARA GIAMANCO
Today’s sales people have a variety of communication channels available to help them reach prospects. Unfortunately, some sellers haven’t gotten the memo that we are long past the days of simply broadcasting a generic pitch.
Technology has given rise to laziness. Sending 100 emails to the wrong people with the wrong message is not an effective prospecting strategy. Leaving random phone messages isn’t either.
A few tips for sellers in how to engage their prospects more effectively to secure meetings:
- Target the message to the right buyer and focus on what they care about, not what you want to sell.
- Check your facts. I don’t run an entertainment company, as one sales email suggested and the sales rep should know that.
- Check the grammar and spelling. Starting the first sentence of the email with “anyways” is not the way to make a positive impression.
- Don’t use jargon that only people in your company understand.
- Get the person’s name right.
- Stop asking people to visit your website to learn more and “get back to me if I can answer any questions”. Lazy and presumes your prospect has the time to do your sales job.
- Make sure the customer examples used are relevant. One sales pitch to me mentioned that “there is a reason why McKesson and Bain Capital” use our product. Well, that may be, but I run a small business. Using McKesson as a customer example isn’t relevant, so I conclude you know nothing about my business, and that I can’t afford what you sell anyway.
Here’s what a Sales Manager at one of our clients just told me… “I have to say that since you instructed us not to send out generic messages and invites (without personalizing), my meeting acceptance rates and speed has drastically improved.”
Poorly written emails and inarticulate voicemail messages are killing your sales opportunities, and you probably don’t even know it. Put these tips into action and see your meeting acceptance rates increase.