Adopt an attitude of deference and demonstrate much greater patience…
Visual licensed from adobe stock.
The days are gone when you can push your sales message out to your target audience in a manner and using verbiage and visuals that would, in today’s marketing environment, be deemed “pushy” at best. In addition, using follow-up approaches from any resulting inquiries that smack of aggressiveness, like: “I’m following up on your inquiry to see if you’re ready to make a deal, blah, blah, blah…” don’t work either. They just turn the inquirer off.
Unlike the days when that “hard” inquiry came from you reaching out aggressively via a telemarketing call, an ad, a piece of direct mail, a mass email, or other type of “Push” approach, today’s prospect doesn’t want to feel like you’re intruding on their space…even after they actually make an inquiry. You see, that same inquiry is “softer” today because it came to you when the inquirer chose to connect with your organization – not when you chose to connect with them! Not only that, they chose to connect with you – not because you reached out to them aggressively, but because the content of an article you wrote and posted on your social accounts resonated with them. They were impressed with your Yelp or Amazon reviews. They came across your name in an online search they chose to conduct, heard you speak at a meeting of a professional group, or some other type of softer, “Pull” marketing approach.
Again, it was their choice to connect with you when they were ready – not when you attempted to make the decision on their behalf.
In short, if your current efforts to reach out are not using a “Pull” marketing approach, your deal flow is going to diminish, they may even be drying up right now, which means it’s highly likely you need to change your approach. In addition, if you really want to continue to close deals, that goes for your follow up methods, too. Because attempting to “Push” is equal to INTRUDING on your prospect…not a good thing.
Visual licensed from adobe stock.
It’s not about “Push” marketing anymore…you have to “Pull” to get results.
If you really want to convert that ‘soft inquiry’ into a hard sale, instead of aggressively reaching out, nurture your prospect into making a choice to connect or reconnect with you. It’s a much changed approach. Further, when following up, it is imperative that you adopt an attitude of deference and greater patience.
So let me share some effortless action items that will skyrocket your results…
- Determine what methods are best for your organization to reach out to your target audience – but ensure you’re using a less pushy, less threatening manner. Your methods may include speaking engagements, local or otherwise. Writing content that’s relevant to your target audience. Investigating whether that content might be accepted as material that could be published in specific press venues (on or offline). Using the same content in your regular eNewsletter (hopefully, this is in your bag of marketing tactics). Posting it as a blog on your website and ensuring there are links that drive readership. Last, but definitely not least, encourage your satisfied clients to post reviews on your Yelp and/or Amazon accounts. (Consider when the last time was that you made a final purchase decision without checking out if the product/service in question had received any reviews).
- Receive inquiries and deal with them in a new and more enlightened manner, by bringing them to a landing page and offering up a complimentary eBook that you have written, featuring relevant, captivating content that is educational – but doesn’t try to sell, sell, sell. (As an example go here to download the ebook we use as a ‘lead magnet”).
- Follow up someone who downloaded your eBook with a series of automated email communications that (again), do not oversell, but rather, provide some relevant content that feeds their continued interest – and once again, feature supportive reviews and comments from your present customers. (Go here to read our last eNewsletter entitled “Converting Leads Into Customers.” It will help you automate the conversion process.) You are essentially, nurturing your prospect through a time period where they are considering choosing to connect.
- If you must reach out to these new inquirers, then check your email results and connect with those people who have shown an interest in your company or its services by clicking a link of some sort. Don’t follow up those who only “opened” your email…they’re not ready for a call as yet. In addition, be conscious of exactly how these prospects who showed an interest are managed. (Go here to start thinking about “Mapping out a well-segmented, dynamic email strategy.”) The word to remember is “nurture.” Yes, to attract and convert a prospect, don’t over-sell them, NURTURE them!
- Include those individuals who downloaded your eBook on your eNewsletter list and start communicating with them regularly. But don’t just SPAM a list of your target audience with emails or calls unless you want them to opt out very quickly.
Accept it or not, there is greater power in “Pulling” rather than in “Pushing,” and while the new approach to conversion can be a lengthier process, it also generates customers with a greater interest in your company. Why? They have chosen to become a client. That makes them the best type of client…a treasured, more loyal client who will be with you over the long term.
You’ll be converting a potential Customer for Life!
Julian Aston is President of intouch Business, Inc. a marketing agency based in Los Angeles.