When I came in to the office this morning the message light was flashing on my phone. The message was from a sales person trying to sell me lead generation (telemarketing) services. The message was really long as he explained all the things he could do for me. The message was so long that it actually started to get funny. Every-time there was a pause and I thought the message was ending, he would just start talking some more. He ended the phone call by informing me he would be following up with an email. I really wondered what more he could have to say and I was surprised it was quite a lot.
The email was a block of text that made me scroll down about five times until I got to the end. In case that was not enough information, he attached 4 pdf files for me to read.
As we talk with sales organizations and interview sales reps, we find that the vast majority of sales people operate this way. They feel the need to pump as much info as possible in the time that they get with their customer. The trouble with this approach is, that you will lose your customer’s interest before you even finish giving your first “product feature.” You’ve put the pedal to the floor before you’ve even gotten a green light.
Initial conversations need to be less about YOU and more about THEM. It takes practice and will power to fight the urge to info dump on your prospect. But you’ll get more in the long run.
The information you deliver needs to start at a high level and gradually get more granular as the buying process progresses. Providing less information up front actually speeds up the sales cycle and will allow you to have a higher closing ratio then you are currently realizing. Contact us at Red Giraffe (250-575-1935) for more information on the benefits of Progressive Messaging.
