The difference between being annoying and being a superstar
Chances are you’ve been on the receiving end of a bad sales call.
Chances are that when you saw the same number call again you screened the calls (or deleting their emails without even reading them).
Chances are that they never got what they needed from you and you never got what you wanted from them.
If you’re reading this, chances are (as I have been) that you’ve been the one making those calls.
You know the ones.
Where you call someone in the morning, but don’t leave a voicemail so you can call them again at lunch time. Or where you email within 30 seconds of hanging up the phone, opening with something like “I just tried to give you a call” and closing with “Do give me a call back”.
We’ve all been there.
Why do we do this at some stage in our careers? Were (or maybe still are) we crazy enough to think that these tactics actually work?
Many estate agencies still have quotas that are based on the number of calls or emails sent, which encourages (or even requires) people to relentlessly call and email until there’s a response they tell you to never contact them again.
Companies that are still doing this need to seriously rethink their structures.
Don’t set people targets in numbers alone.
Reward your people for being thoughtful and effective with their phone and email outreach instead of just aggressively mass-blasting everyone.
The best salespeople know that aggressively hounding potential customers without taking the time to tailor a sales message and approach to the prospects’ needs is counterproductive and will never work.
Here’s what you can do if you want to get more positive responses from your clients while still doing your job and being persistent:
Always add value in your sales communications
Whether it’s the first phone call or the twentieth email you’re sending, you should always strive to provide value to your prospective customers in all communications.
It’s helpful to focus a particular email or conversation on a specific benefit or pain point that you can help solve.
Know your value before you dial.
Test new messages and sales strategies
Einstein once said, “Insanity is doing the same thing over and over again and expecting different results.”
Don’t mindlessly repeat the same sales activities over and over and expect to magically get results. Just doing a lot of work doesn’t mean you’re actually being effective or using your time wisely.
Instead of just going through the motions and only focusing on completing a certain number of dials just to ‘touch base’ and tell your boss you made 50 calls that today, you should take the time to reflect on whether your approach is working.
If it isn’t, sidestep and try something new.
Maybe your messaging is off, or maybe you’re trying to get in touch with the wrong people.
Could be the time of day.
Whatever you try record your results (not just your dials) and see the patterns.
The same methods won’t work for everyone, and so you need to decide for yourself what works best for you and your targets.
Once you see what’s most successful, you can triple down on that and either cut out or improve the things that aren’t working.
Try different channels for reaching your customers
We’d wager that the people in your database and your current clients aren’t all the same, and so how you contact them (and how often) should vary too.
Different audiences have different preferences so you need to test to determine which channels your audiences prefer and respond to best.
We harp on about this a lot but it is for a reason - ask questions. Ask a lot of questions.
Even if you’ve been in sales for 20 years, and cold calling has always worked for you because you’re really good at it, that won’t matter if all your customers suddenly stop picking up the phone and start interacting on LinkedIn or Twitter instead.
If you want to figure out which channels are most effective for your customers, you should think about their habits and usual behavior.
Are these people who are glued to their phones, who will pick up calls from strangers because they never know if it might be a customer, or are they more introverted and would never answer a call from an unidentified caller?
Do some research on your targets if you don’t know the answer to this question, take your best guess, and then test out multiple channels to see which ones give you the best results and get the most responses.
Let us know how you go.