More phone calls, more emails, more content, more follow-up, more meeting requests almost always results in a bad outcome: an annoyed—even enraged—customer. And once your customer’s enraged, they’re as good as gone. So how does the savvy B2B sales professional go about delivering the right sort of engagement?
With just handful of weeks left on the 2016 calendar, B2B sales pros the world over are in one of three mindsets. Either they’re sitting pretty, relatively relaxed knowing that they’ve hit or exceeded their numbers or they’re feeling confident knowing that an all-but-signed deal is about to close, nudging them past their finish line, or they’re in that state of nervous-almost-panic because they know they’re going to come up short this year. Whatever the mindset, one thing is certain: the calendar will turn and 2017 will arrive. And given most reps aren’t in that upper echelon of a relaxed December, it’s worth laying out a few ideas on how folks call sell more in the new year.
Vague introductory language like “I was doing some research on your company…” Auto-dialers. Calling from a “local” area code. Calling before 8:00 a.m. or after 5:00 p.m. Requests to participate in “a survey.” These are just a few of the most widely used tricks B2B sales teams have implemented over the years in attempts to engage customers. The thing is, though, sales is like dating: you can't trick someone into liking you. These tricks do the exact opposite of what you would expect. Instead of engaging, customers react negatively and it hurts your reputation and the company's brand. And in the rare instance that they do work in landing a meeting, a relationships that starts with a trick is not primed for long-term success and mutual benefit.
Looking to get more value out of the B2B trade shows and conferences you and your sales team attends? Here are three simple strategies to try.