“Literally I’ll just need 30 minutes of your time”.
30 minutes. Okay. I can spare 30 minutes. “Sure, I’m free next Wednesday. 11 o’ clock?” “Perfect. See you then.”
As an office-based marketer, time management wasn’t a strength I could confidently list on my CV.
Back in the dot-com boom every start-up wanted to pitch their service to us. I wore the label ‘Head of Marketing’ at an established profitable business. Somewhere along the line that label had a ‘sucker for a meeting request’ tagline added.
Sales folks travelled from far a field to ‘grab some time’ and help explain how their newfangled products could help our online business grow.
The meetings followed a recurring introductory theme…
“Did you get a chance to read through the presentation I sent across?”
“Did you see our MD’s article in [insert trade publication]?”
“Did you hear about the [insert regional publication] award we won last week?”
The concocted plan to get me talking about their business.
There was one foot in the door (the call). Now it was time to woo me (the meeting).
This scenario usually preceded an awkward handshake as the salesman (sometimes accompanied by his sales director) bounced off the couch in reception like a long lost friend. Only then to repeat his business name as I desperately tried to recall who I’d penned in for that 11 o’ clock. “Ahhh yes” (how could I possibly have forgotten National Data Integration Solutions Systems blah blah) I‘d politely nod not really having a clue who I was stood opposite.
That’s the problem with busy people. We often take on more than we can handle. It’s easier just to say ‘sure, 30 minutes’ than face a torrent of missed calls and forwarded ‘Did you receive this?’ emails. It’s the easy option.
I guess that’s the problem with polite busy people.
The seller suffered from a common assumption. Buyer awareness.
Offline… Online… The same predicament
It’s a problem you may face with your own website. You jump in with all your accreditations without a quick paragraph (maybe even just one statement) telling me who the hell you are. Who you really are (and why that should matter to me).
Yes, I clicked the link to your website (the equivalent of agreeing to that ‘quick’ meeting).
Don’t be too eager to thrust that welcoming hand in my direction. I may stumble to connect. It’s a very awkward start to our relationship.
You’ve seen it yourself.
DOWNLOAD OUR LATEST EBOOK
SUBSCRIBE TO OUR NEWSLETTER
CALL US TODAY
LISTEN TO OUR LATEST PODCAST
DO THIS.
DO THAT.
WHAT? YOU STILL HAVEN’T SUBSCRIBED YET?!?
Jumping right into the sales chat like we’re two long lost friends.
You know why I won’t be taking any of those actions? Because I’m a selfish so-and-so. I just want to know how you (your business) will help me (your website visitor). That’s all I really care about. Selfish. I know.
Prove that and I’ll buy your t-shirt. I’ll wear your t-shirt with pride.
Receiptful do this brilliantly:
So do Business Innovation Factory:
and Getaround.com:
Just not Urenco:
or LB Foster:
See the difference? Simple words that tell me all I need to know in seconds. Not corporate hyperbole.
What grabs your attention?
Which help solve problems?
Which inspire me to stick around and find out more?
If you want to get straight down to business start off telling me what I need to know. Tell it to me quickly. Tell it to me so I feel inspired to find out more. Asking me straight off the bat to download a ‘new corporate brochure’? Seriously?
The awkward handshake takes place when we’re not yet ready to connect. That moment when I’m still trying to figure out who you are as you talk at me like I should know you. It’s embarrassing for both of us. Don’t let it happen online.
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