The House
of Sales Ideas


Welcome to where the magic happens. Every project, class, system and process I have ever implemented started with a blog post RIGHT HERE. So dig in, there is gold in these electrons.

I Just Wanted To….

I hate those four words! And you know what, so do your customers. Those words (and other variants) form the basis of the worst that lead generation and staying in touch with contacts has to offer. Whether it is on the phone or in person here are a few of the worst cringe inducing lead in’s

  • I just wanted to say hi
  • I just wanted to follow up because you said you would have an answer
  • I just wanted to call because it is the (beginning/end of month, been a few weeks)
  • I just wanted to check and see if you were in the market yet
  • I just wanted to stop in and say hi, haven’t heard from you in a while

All of these examples rate WAY high on ”The UGH Factor” scale. You know ‘UGH’, the sound you hear from a customer when you “pop in” for a quick hello or “catch them” on the phone to check status. We HAVE to stay in touch with our suspects, prospects and customers, our business lives depend on it, but the question is how do we do that in a high value added way?

In The Beginning

Think back to virtually any good relationship you have, the last thing you wanted is that person DREAD you coming over or calling. Our challenge is to make our business relationships WANT to take our call or look forward to us stopping in unannounced. That is where the S.I.T. Nurture Prospecting System comes in.

First, we need to embrace the BIG 3: Relevance, Consistency, Timing and incorporate them into our entire touch strategy. Next we need to make sure we Personalize and Monetize everything that they see from us (please see previous post “Do You REALLY Know Your Customers?” for detailed explanation of both concepts).Once we have addressed these critical aspects, then we can start thinking about the touch process itself.

The Song of S.I.T.

Song is such a great metaphor for your S.I.T. System. Let’s look at the pieces that make up a song:

  • Introductions help establish the key, tempo and mood of a song. You’ll know you’ve found a strong introduction when everyone recognizes the song after the first few seconds.
  • Verses contains the story line and help answer the journalistic questions about who, what, when, where and why. They tend to be more or less the same from one verse to the next and yet they help move the listener along in an unfolding story.
  • Bridges are connecting pieces or transitions from one part of a song to another.
  • Refrains/Choruses usually deliver the essential messages, the payoff or the knock-out punch.
  • Hooks are simply put the most memorable, distinguishable bit of the song.
  • Breaks are a little relief from the song so far.
  • Codas (or tags) are the special endings for songs.

Your S.I.T. elements are not that different

  • Social Media Touches: No matter what you think of it, social media is a reality and is only getting bigger and more influential. Make sure that YOU and YOUR company have a positive image and are frequent contributors to the major sites of Linked-In, Facebook, You Tube and Twitter.
  • Initial Contact Touches: Could be a letter, could be a phone call but you need to start the process strong, get in the door and get recognized. The great thing is, when done right, lightning can strike. Somebody could be in the market RIGHT now and because you called you can start them in the sales cycle immediately. Even better is when you get calls IN from your letter. I have customers that average a 20% call in rate from their initial mail touches. 1 Caveat: Never initialize contact with an email it has to be more personal to make a statement.
  • Knowledge Touches: These could take the shape of  articles, webinars/seminars in their industry, white papers or even ideas of websites your contact would find useful, but are NOT about you or your product. When chosen well, they paint the picture of of how you can help them through your selection of topical information. You can either mail or email these.
  • Impact Touches: These are ‘creative’ ways to stay top of mind, such as a packet of seeds with a note that says “we help your business grow” or a simulated X-ray of an arm/leg on transparency stock and a note that says “is your manufacturing process broken?” I will even buy a good business book, Good to Great for example, andSIT Touches drop it off with a note that says “lots of great info for you.” These touches break you away from the norm and are fun to do as well. Primarily, these are delivered  in person UNLESS there is value in mailing.
  • Bridge Touches: Sometimes you want to mix it up with a simple letter or email consisting of 1 idea that will prove useful. You can’t swing for the fences all the time, keep it fresh (and yes I know this one is actually named after an element of song.)
  • Drop Off Touches: A combination of all of the above, the only difference is in the delivery. If you have an appointment in a business park make sure you bring along enough Drop Offs for the rest of the park. Make sure you L.T.L.R. (please click on read description in previous post) and get the info to the right people.
  • Holiday Touches: Always remember you have ‘built in’ reasons to touch contacts, they’re called holidays. Don’t forget cards and letters on the big holidays like Christmas, St. Patrick’s Day and 4th of July, but also mix in the some of the less celebrated as well for example Arbor Day, Bosses Day and the 1st Day of Spring.
  • Event Touches: Industry/topic specific webinars and seminars, that you or your company put on, should be part of the mix as well. Just remember these need to be INFORMATIONAL and not BLATANT COMMERCIALS. You should also look into events in your market space and submitting speaking topics for you to present.
  • Status Touches: You didn’t think this was magic and you never had to pick up the phone again did you? The only difference is now, because of your efforts, you have a REASON TO CALL other that to say “I just wanted to check in.”

Now, by utilizing these touches, you have plenty of content to discuss during a Status Touch. There doesn’t have to be the ham-handed “I just wanted to.” Ask how they like the different pieces, what did they like most etc. Trust me, they know why you are calling, but you took GREAT strides to contrast yourself from the regular cold caller/drive-by caller. And it is the effort that will make all the difference in the world.

The implementation of these S.I.T. elements will help you to control the narrative of your company, influence buying behavior, guide your contacts to information that will impact their business, keep you top of mind in a very positive way and most importantly create the framework of a relationship that will based on mutual respect and not “I just wanted to……”

There you have it, an introduction to the universe of touch pieces for your S.I.T Lead Generation System. Our next post will lay out a sample schedule with some specific examples and we will talk about how to integrate into any existing lead generation efforts.

Until next time remember, you can either make sales or you can make excuses but you can’t do both!

 

 

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