Keeping in Touch Strategies

How do you keep in touch without being a pain in the neck?  That's what Bill wanted to know when he contacted me. He'd submitted an RFQ (Request for Quote) four weeks ago to a prospect who was looking to change suppliers. The company told him they weren't making the decision for another 3 weeks.

So what can sellers to do in the meantime besides twiddling their thumbs and counting days on the calendar? Here are a few ideas I shared with Bill:

• Avoid "just checking in" calls. From a prospect's perspective, these approaches are a colossal waste of time and create negative reactions.

• Stay away from any sales "pitches." You've already had your chance to toot your own horn. Any more and you're perceived as a self-serving salesperson.

• Focus on providing valuable information or insights. Think of something you can share that will add  value or further educate the decision maker. Let them know how other company's are using your product/service in their operation.

• Come up with some additional ideas. That's my personal favorite. I'll call people up and say, "I've been thinking about the RFQ you sent and I have some ideas about how you might be able to ..." Make sure the ideas center around their desired business results such as: shorten time to market, reduce operational expenses, drive costs out of ...

• Act like a peer, not a seller.  Start working with them now like they're already a customer of yours.  Focus on being a business process improvement specialist who is committed to helping their company achieve their goals/objectives.

Following these guidelines differentiates you from your competitors. When the decision is being made, all things being reasonably equal, prospects will prefer working with you/your company.

Comments

[Joe Large]

If I know it's going to take some time (as it usually does) I will try and set up a Google Alert related to my prospective client either on their industry, product, etc.

When alert comes in and if it's timely and relevant, I will send an e-mail highlighting points that alert has made.

It's a reminder and info provider all in one.

[Nick Rice]

This is just one of many reasons why I think writing an ezine or blogging is important. It's an easy and steady supply of valuable (hopefully) content that you can use to continue the conversation with a prospect until they're ready to take the next step. Ezines are nice because it's a non-invasive touch since they've agreed to accept your emails.

I've had multiple customers quote my blog to me during meetings. It's a sign of respect and confidence in my abilities to help. And typically that opens the door to larger projects.

I am guilty of sending the occasional "just checking in" email, but I usually try to include a congratulations on new business won or something newsworthy they did to prove that I'm keeping up with their industry. I've even included a question about something newsworthy a competitor did to engage them in productive conversation.