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I'm Thinking About YOU
by Art Sobczak
I'm thinking about you today, Valentine's Day. Yes, today is especially a day all about relationships. Well, I'm thinking about you mostly to give you an idea that can help you build better relationships with your customers, and turn more of the nonbuying prospects in your database into customers. It's pretty simple: Call people and tell them you are thinking about them.
What? That's it? Yep. Why not? Who does not react warmly when they are told they are being thought about. (Unless of course it's a creepy stalker, a bill collector, or the IRS.) Well, OK, maybe it's not THAT simple. There is just a bit more. The key to success is in doing it correctly so it has the intended impact. First, let me tell you how I became a big proponent of the "Thinking About You" call. I've long made fun of openings--mostly to existing customers, and prospects you want to stay in touch with--that are valueless. See if you've been guilty of any of these. The Probation Officer Approach: "Just checking in with you..." The Baseball Opening: "Just wanted to touch base with you..." The I've Got Too Much Time on My Hands Call "Thought I'd give you a call to see how it's going..."
Oh, sure, some could argue these are courtesy calls. Customer relation calls. It shows you care. Well, perhaps the intent is there, but if you just show up on the phone with no value to share, like the mooching cousin showing up on your doorstep looking for a place to spend the night, it's a nuisance call, plain and simple. You are taking up their time without anything of value in return. Now don't get me wrong. There is tremendous value in touching your prospects and customers. (By phone, silly. You know what I mean.)
But you want them to say they got something from the call. You do not want them to think, "Oh, it's the industrial supply rep again. Just checking to see if I have an order for him." Instead, you want them to feel, "Oh, every time Allison calls, she has something for me that I can use. I love hearing from her." Which brings me back to the "Thinking of you" call.
You need to grab their attention right away, and then deliver the goods. And perhaps get a sale, or move the sale forward, or at the very least, strengthen the relationship. What To Do and Say Here's exactly how to do it. Call with some news, an idea, something you heard or saw that could benefit them, a sale or promotion they could take advantage of...anything that would cause them to say, "Oh, that's interesting stuff." For example, "Hi Jim, it's Pat at Universal Services. I was reading some new performance reports, and I started thinking about you.
I realized that you might be interested in what these reports had to say, because of what you mentioned on our last call about..." "'Kyle, it's KrisAnn at with Jensen Engineering. I was thinking about you, and some of the points you made about your specific hydraulic needs during our last conversation. I have a few ideas I'd like to run by you." "Hey Dan, Stan Phelps at Hill Street Construction.
I heard some interesting information about a few new concrete processes, and you came to mind as someone who could really profit from it. . ." So, make those calls and let people know you are thinking about them. And, without exception, have a Value Added Point. Doing so will help create, build and strengthen relationships.
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