By Elinor Stutz
“Silence is Golden” is a well-intentioned proverb regarding etiquette, but it does not apply well to business. An improved version would be “For excellence in communication, be diplomatic at all times and follow up!”
The newly crafted proverb applies to both sides of the table, that of buyer and seller. An excellent strategy for better understanding of a client’s position is to imagine yourself in their shoes, and how you would respond if you were that person.
For practice, imagine you are in the process of purchasing your dream home. Your excitement to move into the house you once dreamt about is at an all time high. All of the paperwork was prepared, authorized and sent in. It’s a matter of just days until you receive the keys to your new home. But, for some reason, there is a delay in hearing from the lender. You don’t know why communication halted, so you send one email, two emails … and then you call to leave a message. But no word comes from any of your contacts. You begin to worry, further imagining problems and not being able to move into your beautiful new home.
In the above case, the person will scramble to do anything they can to ensure they move into their desired home, no matter how many sleepless nights they endure, because to them it is a one-of-a-kind home.
Beware: Loyalty dwindles as choice of vendors increase
Now imagine changing telephone and cable services. There are more choices but not a wide range, making it difficult to secure a great bargain. Now consider the marketing field, and the abundance of suppliers available. Experiencing a lack of response, you just might say to yourself, “If this is an example of their customer service, I will go elsewhere.”
The last example is a harsh reality of what occurs most of the time when communication is delayed without explanation. Understanding the thought process of your buyer will empower you to perform at a higher level of customer service.
6 Tips for communicating well with prospective buyers:
- Upon hearing interest expressed, ask if your client is ready to move forward.
- When you hear “Not just yet,” ask your client what needs to be in place before moving forward.
- Ask when would be a good time to follow up and
- Which communication method is preferred.
- Be punctual on the follow-up.
- Remind your client-to-be that they asked you call on the specific date regarding the project.
The tough part of follow-up is recognizing avoidance. Responses to your messages are not received and frustration sets in. This is the perfect reminder to set a better example. Your customer service style is your personal brand.
Avoid contacting your prospect every day. You will be cast off as just another pushy salesperson. Instead, pick your preferred day of the week. Leave a cheerful reminder that you excel in follow-up, and are simply following their instruction. Try several more attempts spaced apart.
Should no word be forthcoming, send a handwritten note with your card stating that you will look forward to working with your prospect whenever they are ready.
This scenario is all too familiar. It’s not because they don’t want your service but their processes are delaying action. On the other hand, knowing this does not make the seller feel any better. Keep these guidelines in mind:
- Knowing how you feel when these situations occur, avoid doing the same to someone else.
- Delivering seemingly bad news, such as delays, is much preferred to zero communication at all.
- Make it a habit to provide updates, no matter which side of the table you are sitting.
- Don’t lose momentum with potential clients.
- Always keep prospecting!
Using these strategies will make you a preferred client or vendor and will lead to the Smooth Sale!
Author Bio:
Elinor Stutz is a contributing author to the Personal Branding Blog. She is CEO of Smooth Sale, delivers inspirational keynotes at conferences, and the author or INSPIRED Business: A New Vision for Building Business and Communities and the international bestseller Nice Girls DO Get the Sale: Relationship Building That Gets Results. CEOWORLD magazine named Stutz "one of the brightest sales minds to follow on Twitter.”
