Too many salespeople choose the communication method based upon their own personal comfort levels, rather than the most effective tool for the job.
For example, I find email to be a relatively simple, and therefore comfortable, form of communication. Let’s say I have important information that solves a significant problem for a buyer.
The easy way to communicate: send an email. “Good news! I have a solution for your concern about . . .”
But if, in this example, I am solving a major problem that makes it easier for the customer to move forward, wouldn’t I want to be on the phone to ask for the sale immediately upon the resolution of said problem?
Are you selecting your follow-up medium based on what is easy for you or what is effective for your prospect?
Beware of your own tendencies, my friend. Our brains are designed for one primary function: to keep us alive, to survive.
When you face a dis- comfort (making a phone call, for example), your brain has a tendency to interpret that discomfort as a threat. And when you feel threatened, your brain goes into survival mode.
With an understanding of how the brain works, we can easily see how we can get fooled into believing that the most comfortable way to follow up is also the best way.
That explains why emails are sent when phone calls are more appropriate, or text messages are delivered when video messages would have far greater impact.
In every case ask yourself the critical question: What is in the customer’s best interest? Do not answer this question according to your personal preference.
Having answered the question, ask one more: Did I just rationalize the answer because I’m uncomfortable?
Enter the rationalizations as to why you should not make that request. I mean, will the new prospect really be all that impressed? And isn’t the speed of a text more important than the time it would take?
And can I do something that looks good from my smartphone?
And do I really want to do this when Jupiter is in Libra? (Trust me. We can get really creative when it comes to fabricating rationalization stories.)
It is always a good idea to ask customers directly for their preferred communication method.
However, don’t get yourself locked into that. Give yourself some options.
This week, use the right method for the situation and track your results. I think you will find that your conversion rates increase when you think methodically about which method goes with which situation.
Have some fun with this!