Question of the Day
I enjoy reading your column as a marketer and small business owner I appreciate all of your good advice. Have you ever addressed the issue of getting buyers, or your potential decision makers, to answer your phone calls or emails? One of the most frustrating parts of my business is connecting with a potential customer and then they never return calls or emails. Any suggestions? At what point do you stop trying to connect? Example, several weeks ago I was at a networking event and a woman gave me her card and said to call her to set up a meeting, we spoke at length and she was very interested in my services. I called she suggested we get together the first of April and gave me a list of questions I needed to be ready to answer. First week of April I contacted her she said call her April 8th, on April 8th she said call her the 15th...etc, until a week ago when her assistant said she will call you back, of course no call. I am sure I am not the only one who experiences this. Your thoughts?
Well first of all Joan congratulations on networking. That is of course your best opportunity for you to find opportunities. When you speak to someone at a networking function you always want to ask about them first. The questions I recommend asking to everyone you meet are;
“What do you do?"
“How long have you been doing it?"
“What do you like about it?"
And “What is a good referral for you?"
The reason these questions are good is because networking is not just about you it is about learning about the other person. You are not trying to sell, you are trying to learn to see if you can help them and potentially build a “strategic alliance”(a strategic alliance is someone you build a relationship with to try to help refer business to each other).
There are times when someone will say, “Hey you sell web design, our company really needs a new web site, why don’t you call." Then you call the next day and leave message upon message and nothing happens. People are willing to say lots of things to be “nice." In a networking environment, people often think of themselves being in a somewhat social atmosphere so people say what they might socially with not a lot of meaning.
I recommend when someone does approach you about your product or service, always pull-back a bit. What I mean by that is if someone says they need a new web site, say to them, “wow you guys are a very well known company, I can’t imagine you need help with your web site?”. You will either hear something like, “well, you never know…” which means there is really no need they are just being nice or they might say, “ no we really have been looking into updating ours. We really don’t know what we need but we talked about making some real changes”. I would ask a few more questions to pre-qualify that this is real and say, “ Well if you want to sit and talk a little about what your needs are, I would be more then willing to learn more about what you need to see if I can help. What do you think?”.
It is important to pre-qualify any opportunity to see if it really is one. Pulling back with a few “take-away” questions with assure one way or the other if it is a true prospect or not.
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