I was recently visiting an established client and saw the
opportunity to “Drop In” on a potential client that I had been repeatedly
trying to contact.
Why wouldn’t you, I hear you ask?
I approached reception and Introduced myself and asked to
speak to the Principle of the College (Let’s call her Bernie for Anonymity
sake) and was told to wait in reception.
After 2 minutes of waiting, out storms this petite lady with a decidedly
angry expression and the first words out of her mouth were; “I don’t know you,
I don’t know your company and I never asked to see you!”
Well, the consummate professional that I am, I didn’t balk
at this onslaught and asked her for 5 minutes of her time. It was wasted by the way, but I’ll explain
why. For those who study body language
or NLP I could instantly tell that “Bernie” was not giving an inch; with her
crossed arms and crossed legs, coupled with the etched scowl. It turns out that my calls to her office had
been misrepresented and the message that she received had claimed that I knew “Bernie”
and that she was expecting my call! Now
this is clearly not the case and never have I used duplicity to gain an
audience with the MAN (Money Authority Need).
According to “Bernie” she had been emailing various peers
across the city asking about me and they too had received calls from me. Here ensued a quite malicious train of
communication that has ensured that numerous potential clients are no longer an
option! Quite an incestuous industry
that I work in!
My remit is to support Schools and Colleges with
under-performance and “Challenging” students that disrupt their peer group and
are on the brink of exclusion. Despite
being endorsed by Local Government, the DfE and numerous other Schools and
Colleges as a cost effective early intervention, it is surprisingly difficult
to obtain an audience with Principles and Head Teachers. It sometimes feels like they are either
burying their heads in the sand or that they feel their existing provisions are
sufficient, despite figures to the contrary.
Now, I know this is not the case having spoken with and
supported many schools and colleges, but they feel that anyone trying to gain
an audience is automatically trying to sell them something. And I am no different, just for
clarification! However, the way in which
we approach our provision ensures that it falls within their existing budgets
and when balanced against existing provisions, it is a more cost effective
solution with outcomes that have a positive impact!
One of the things Head teachers and Principals most
frequently say to me when I'm working with them in their Schools is, “I don't want to be annoyed by Sales calls”
Usually they say this at the thought of receiving a phone call from someone
like me.
When it comes to your marketing, there's a big difference
between persistence and annoyance/pushiness.
Or is there?
One thing we know about this environment is that it's taking
more interaction with a prospect before they become a client. It doesn't matter
what type of service we're talking about, people are taking a little longer and
investigating more thoroughly before spending their money.
We know the budgets are tight for these Schools and Colleges.
And we know that the growing competition is making more noise. Plus your prospects
have built a deflector shield to ward off messages (usually in the form of some
great gate-keeper receptionists and PA’s)
So let me sum this up—your prospects are taking longer to
decide, there's less money, and tons more messages to “buy from me.” And
through that din, you're satisfied that your prospect doesn't want to work with
you after you've emailed or called them once, maybe twice?
I don't think so!
You aren't being annoying. You're providing valuable,
decision-making information when you talk to your prospects. Marketing…and support…is about building relationships,
not about being annoying. You must be prepared to “touch” your prospect and do
it again, and again.
Here are some ways to make your contacts more productive for
you and your prospect:
·
Everyone has a preferred method of
communications. I love email. Geoff prefers phone calls. How does your target
prospect want to be contacted? Find out and use that method.
·
Several “touches” in a tight time frame enables
your prospect to “see” you faster. The market noise is so loud that your
prospect can't remember who you are if you go too long between contacts. Three
emails in one week are usually more effective than three emails over three
months. With the latter, you're starting over each time you send something out.
They don't remember you.
·
If you're communicating by email or mail—something
written—keep the message simple. What do you want them to do? Make it obvious
so they aren't struggling through dense copy, or worse, simply throwing it out.
·
Share WHY you do what you do. What's your motivation,
your passion? People don't buy WHAT you do. They buy WHY you do it. There are
lots of computer makers out there. People buy from Apple because they love
their passion. They relate to Apple's WHY. It's their WHY, too. What's your
WHY? Tell them.
Marketing is about building a relationship to turn a
prospect into a client, and relationships aren't built overnight. It's rare—and
kind of spooky—to meet someone, fall in love and get married based on the first
encounter. If you wouldn't marry someone after you met them once, what makes
you think a prospect will “marry” you and become your client after one
encounter?
Persistent and consistent. Embrace those two words when
you're marketing. You're not being annoying. You're building a relationship.
Despite “Bernie” not giving an inch and rejecting my offer
of support, I won’t give up on her! Our
services positively impacts on the lives of our young generation and is one of
the only effective Interventions available to Schools and colleges (Cost
effective interventions). I am
persistent and tenacious and passionate about what we do and if people wish to
view this as annoying, then so be it! My
job is not to be bogged down with rejection and refusal, my job is to reach the
right person and to make them realise that what we do is in the best interests
of their business (School, College or Academy) and that I am there to support
them!
I should also add that I am not bonus or commission based! Do you think this makes a difference? Does your view of me change now you know that
I am doing this because I care and not the money?
www.grantstanley.co.uk
Grant Stanley 2018
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