Consultant Marketing Magic Words
We’ve been meeting on Friday mornings for at least a couple years.
I had attended a conference on gamifying products in the fall before Covid struck. On the last day Luthie asked, “Would you like to join a mastermind group to keep us all on track with what we’ve learned here?”
I accepted the invitation and about 10 of us started gathering. Now we’re down to 7. This morning only six of us showed up as one member is recovering from Covid.
Somehow we got on the subject of getting through to officials in companies in order to sell our products in the corporate market. One member noted that three times in the last three days she had been told: “E-mail doesn’t work.”
- A friend told her that if she really wanted an answer to phone her.
- Her son who is a music producer laughed and told her that the only way to get an answer was to text folks
- A business associate said, “Just message ‘em on Linked In.”
It is not your choice
That’s when I jumped in. People do want to be communicated with. They just want it to be in the way they prefer. In general that is kind of a generational thing. Younger folks may not check their e-mail for days. They tend to be oriented to texting and are offended when you don’t drop everything to respond to their text messages.
I always tell clients to ask how their customers and clients want to be contacted and note that information in their file in the CRM (Contact Relationship Management software) and then use that information regularly.
If you really want to be successful these days you need to understand what works and what doesn’t in general. Here are the options and what it takes to reach your objective:
1. Phone is still the best direct contact vehicle for initial contact. Your chance of getting through is at the highest with this vehicle. Three things can happen:
- They will answer (You will need a script)
- Your call will go to Voice mail (You will need a script)
- A gatekeeper will answer (You will need a script)
2. E-mail still works. You just have to know what form and frequency in order to connect. If you are like most you are enamored of the graphically based e-mail systems like Constant Contact and Mail Chimp.
Fact is that the higher the level of management you are trying to contact the more powerful an all-text message can be. Regardless of whether your e-mail is graphically enhanced or just text you may have to send it as many as 9 times to get it opened by a stranger. Scripting it is not a bad idea, especially for multiple messages.
3. Instant Messaging is a more recent option and has a strong following among millenials and FaceBook fans. Again, it does well among those that favor it but will result in minimal success if you are not sure of your target’s preferences.
4. Texting is okay if you have an established contact but it is illegal in the USA these days to text for commercial purposes.
I work with one board member that has six e-mail accounts and looks at them once a week in a good week. Text is his go to if you want to get his attention. Just like Phone and e-mail scripting it in advance is a good idea especially for repetitive touches of different prospects.
5. Linked In is a strong contender for cracking through to key prospects. You need proven scripts for each of these steps:
- Be sure you have a connection.
- If not, establish one noting common connections
- Only after the connection is accepted send a message.
- Do not sell in the initial message push for a telephone call
- Sell only after a relationship is established
Never off the cuff.
The key to success in this business is thinking it through in advance. Start with what you are trying to accomplish. If what you are doing is repetitive this is especially important. Over the course of time we start to overlook our intent and we begin leaving out significant details that get us the business By looking at the alternatives and planning for them you don’t get thrown. By writing them down you have a reference for two purposes: honing the pitch based on real life trials and recall of what works should you have a break in doing the solicitation.
There are magic words. They can brand you and they can begin to build trust. How you will present them will vary by the communication vehicle you are using. This video describes how 30-Second Marketing works for branding.
The words that build trust:
- As Promised. Use this as an e-mail subject line. Use it as a way to infer approval from a referral source as in “As I promised, Name, I’m contacting you …” Use it in a text that includes data to connect with you which you agreed to send. Use it wherever you want to increase the trust the contact has in you.
- Thank You Also a great subject line. It makes the receiver ask, “For what?” and that gets further attention on your message. Try saying it in a handwritten note sent snail mail. You will stand out because so few people do it these days.
- How can I help? This question allows you to discuss the key problem your prospect may be having. It is particularly powerful when combined with: “If I can’t help I’ll refer you t someone who can.”
Success is all about getting to Trust. As one of my guides said:
“The wise man knows everything, The shrewd one everyone. But the single most important thing about building your business is who trusts you.”Michael
And so it goes.
Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc. See Jerry’s new speaker demo reel.
His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.
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