Your most well-intentioned outreach might annoy your prospects. For example, you may think you’re being helpful with frequent emails or check-in calls. However, your prospects might feel overwhelmed by all the updates. The last thing you want to do is frustrate them, but unless you understand their preferences, that may be exactly what you’re doing.
Sales Gravy’s Jeb Blount, Jr. says it’s so important to read the room (and the inbox). If you notice prospects are taking longer to reply or giving shorter replies, you could be overwhelming them. Another sign of communication fatigue? Prospects frequently rescheduling calls. Blount says you should also pay attention if you notice decreased enthusiasm or prospects responding to every third email instead of each one.
Instead of guessing what works, he recommends a specific approach. In this issue of PromoPro Daily, we share Blount’s on how to strike the right balance with your communication.
Ask direct questions early. Blount recommends asking prospects about their preferred communication style. Do this early on so you don’t annoy them. You could ask, “What’s the best way to keep you updated on progress?” or “Do you prefer calls, emails or something else for routine updates?”
Start conservative, then adjust. When you’re working with a new prospect, it’s better to err on the side of not enough communication than too much. Blount says it’s easier to increase communication frequency than to dial it back after you’ve been labeled “high maintenance.”
Make every interaction count. Don’t check in just to reach out and don’t provide meaningless updates. You should deliver value every time you reach out. Blount encourages sales reps to make sure each email, call and message serves a clear purpose and advances the relationship or project.
Focus on quality over quantity. A valuable update weekly beats 5 pointless check-ins that add no value to the client relationship, he says.
Establish communication boundaries. This is how you create mutual respect and prevent communication chaos that frustrates both parties. Blount says you should clearly state when you’ll reach out versus when they should contact you. For example, you could say, “I’ll send you a brief update every Friday afternoon, but please reach out immediately if any urgent questions come up.”
Getting your communication right isn’t about checking in more often, but about making each interaction count. Ask your prospects about their preferences. This ensures you add value to each touchpoint and helps you build trust.
Compiled by Audrey Sellers
Source: Jeb Blount, Jr. is the marketing manager for Sales Gravy.
