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Pre-Call Touch: Here’s a situation. You have created a list of 20 highly qualified prospects. You’ve researched them, and you know that these 20 people hold your prosperity in their hands. But they don’t know you, have never spoken to you, and aren’t inclined to drop everything and see you.<
You can do what everyone else does. Send them an email. Maybe leave a voice mail message. Then be really frustrated that no one calls back. Or, you can do something a bit different, and much more creative.
For those highly qualified prospects, think of using a “pre-call touch.”
A pre-call touch is something you deliver to the prospect that says something about you, catches his attention, and makes it more likely that he/she will see you when you call.
from my most recent book, How to Sell Anything to Anyone Anytime.
That was it. Nothing else.
One week later, those same prospects were sent another box, wrapped and addressed in exactly the same fashion. This time, it contained a lemon with the message, “Don’t let it go sour.”
Again, nothing else in the box.
On the third week, yet another box, wrapped and packaged identically. This time, the box contained tinsel foil, like that which you use to decorate a Christmas tree. The message? “Make it sparkle.”
Once again, nothing else.
Week four and yet one more box arrived, identical to the others. This time there was only one thing inside – a business card from the advertising agency sales person, with a self-stick note stuck to it. On the note was the hand-written message, “I’ll call you tomorrow for an appointment.”
Of the 100 people who received that series of deliveries, every single one of them took the call and made the appointment. The advertising agency, when faced with the difficult task of engaging the prospect, had developed an effective and creative solution. They gained their prospect’s attention, they captured their interest, and they prompted them to take action — they took the phone call and made the appointment. In other words, they engaged the right people!
I thought to myself, “Not bad. This probably cost them $30.00 to $40.00. They wouldn’t have invested that money and time in someone who was not a good prospect. I probably am right for them. I’ll take the call.”
This sales person could have sent me an email, and I would have deleted it unopened. She could have left me a voice mail message, and I would not have returned it. Instead, she chose to deliver something to me that got my attention and made it much more likely that I would accept her phone call.
Clearly, a “pre-call touch” isn’t for every situation, nor every prospect. For those high potential, qualified prospects, however, it can be the event that opens the door.
I don’t know what you can use as a “pre-call touch.” A little creative brainstorming on your part could develop just the right delivery. Don’t give in to the temptation to send a company brochure (yawn), or just a letter. Break out of the box and think about what you could deliver that would catch the prospect’s attention, say something about you, and make him more likely to take your call. It can make all the difference.
About the author
Dave Kahle has trained tens of thousands of B2B salespeople and sales managers to be more effective in the 21st Century economy. He’s authored nine books, and presented in 47 states and seven countries.