August 14th, 2008
Selling It Like It Is
I sent out my monthly enewsletter yesterday and was particularly interested in the response of a fellow B2B Professional Service Provider . I have known Mr. PSP for a number of years — not well, but enough to have considered using him several times. Without telling you what services he provides, let me just say that it would be a good fit for several of my clients.
He sent me a note back after receiving my enewsletter, a perfect opportunity I would think, to update me on his latest projects, tell me what successes he’s had for other clients, etc. You get the picture. In other words, a perfect opportunity to sell me. Alas, but it was not to be.
Just a quick note of “hello”. Hope all is well with you. As you work with your clients budgets for next year, please keep me in mind if you ever need assistance in securing high-impact XXXXXXXXX.
This little note makes a lot of awfully big assumptions.
1. That I remember what he does.
2. That I know how I can use him.
3. That I know exactly what value he will add to my business.
4. That I will take it on faith that he has a recent history of securing high-level XXXX’s. Why not tell me what they are? Go ahead, impress me.
This little note could have been a slam dunk. Great timing–I am lining-up my partners/vendors for fall projects. But why oh why didn’t he sell me? Huge opportunity missed.
You have to use every chance that comes your way to give your clients and prospects new information about yourself and your business. Even a simple one-liner. Give me something to remember you by– your skill, your expertise, your value to my work. A little “how are you” is just plain annoying from someone I am not in frequent contact with. Give me something I can really use.
As someone once said to me, hard beats soft every time.
