During the last 17 years I have heard hundreds of voice mail messages that sales people leave their prospects and I have read even more prospecting email messages.
When I talk to sales people I often ask them how many people get back to them. Unfortunately, it’s a VERY small number. Minute in fact.
The problem is that most sales people don’t think like business people.
They focus on their agenda which is selling something instead of changing their approach to demonstrate how they can help a prospect solve a problem. They leave messages that sound like every other sales person who calls.
One of my clients—a Vice President of a mid-size company—said, “This one sales person keeps calling and leaving me messages but as soon as I hear his name, I hit the delete button. And when he sends me an email, it goes directly into the junk folder.”
I seized the opportunity and asked my client what it would take for him to return a sales person’s call or respond to an email.
“He needs to give me a good reason. He needs to demonstrate that he actually knows something about my business and the problems I’m dealing with and that he might have a solution that I haven’t considered.”
Sounds simple doesn’t it?
It is and it isn’t.
If you want prospects to respond to your voice mails and emails you need to stand out from everyone else. You need to demonstrate that you have done some homework or research and that you know something about their business objectives.
A sales person I know recently sent an email to a senior executive. Prior to sending the email he did some research and he referenced that newfound knowledge in his email. In less than 24 hours received a response from that busy executive and he opened up a dialogue.
It’s not rocket science.
But it is a shift from the traditional “let me tell you about us” approach.
Show your prospect that you are worthy of speaking with them and they might return your call or respond to your email.