Based on some of the Rep 1:1 calls this week where there was a lot of talk about not being able to reach customers, I put together some ideas you can use. Apparently, according to my rep friends, no matter how hard they try, they just can’t get through to their customers, especially their target customers.
I know this can be frustrating, but we are after all salespeople, which means that if we are strongly determined and creative we will find a way. As my mother used to say to my father when they were having money problems, “There is always a way.” And yes they always found a way and their problems were often more serious than a salesperson trying to get through to a potential customer.
So, when you’ve exhausted the usual channels—emailing, calling, texting—and still can’t get your target customer’s attention, it’s time to think outside the box. Here’s a step-by-step strategy to break through the noise and capture their interest: And remember that once you hit on the right approach, once your messaging is interesting and provocative enough to interest the customer, they will listen to you.
- Research deeply and then come with solutions: Why should they take your call? Why should they buy from you?
- Understand Their Pain Points: Dig into their industry challenges, trends, and specific needs. What problems are they trying to solve? Tailor your messaging to directly address those issues.
- Study Their Behavior: Look for clues on their website, social media, LinkedIn posts, or press releases. Are they launching new products, expanding into new markets, or focusing on specific technology?
- Leverage Mutual Connections: Identify any shared contacts who could make a warm introduction.
- Try other ways: get creative: Find a way by using:
– LinkedIn Outreach: Send a thoughtful, personalized LinkedIn message highlighting your solution. Engage with their posts to build familiarity.
– Direct Mail: Send a physical package—perhaps a sample PCB, a creative mailer, or a letter—that demonstrates the value you bring. A tactile piece can stand out in a digital world. Send them a letter in one of those USPS envelopes that cost $3 but looks like a $18 FedEx envelope. And please, please hand write the address and mark it “Personal.”
– In-Person Networking: Attend industry events, trade shows, or local meetups where they might be present. Meeting face-to-face often opens doors.
- Personalize Your Approach
– Craft a Unique Value Proposition: Highlight how your solution saves them time, cuts costs, or enhances performance better than competitors.
– Create Custom Content: Develop a short video, case study, or infographic tailored to their specific application or industry.
– Solve a Problem: Offer a free consultation, a demo, or even a prototype that addresses a key challenge they’re facing.
- Partner with Their Peers
– Case Studies with Similar Customers: Showcase how you’ve helped companies in their industry or of a similar size.
– Referrals: Ask satisfied clients in the same sector to recommend you. Hearing from a peer carries weight.
– Collaborate Indirectly: Offer to present at events they attend or co-publish content in industry publications.
- Go Beyond Selling
– Offer Insights Instead of a Sales Pitch: Share industry trends, regulatory updates, or new tech developments relevant to them.
– Build a Relationship: Engage with them as a peer rather than a vendor. Start a conversation around their challenges without pushing your product.
– Offer them a partnership: If they are a CM offer to trade leads with them. Tell them about your Total Concept (Fab and Assembly) offering to your customers and offer them business. Who can refuse that
- Be Persistent but strategically persistent
– Schedule Follow-Ups Wisely: Space out your attempts, and change your approach each time—email, LinkedIn, direct mail, and so on.
– Ask for Feedback: After a few attempts, send a polite message asking if they’d prefer not to be contacted. Often, this can lead to a response.
– Be Respectful: Persistent doesn’t mean pushy. Show that you value their time. In short don’t piss them off!
- Know when it’s time to take a break
If all efforts fail, step back, and revisit the account later. In the meantime:
– Keep an Eye on Their Activity: Monitor for changes—new leadership, expansions, or public announcements.
– Nurture the Relationship Indirectly: Continue sharing relevant insights through newsletters, social media, or their preferred channels.
The thing is to make sure you are focused on solving their problems. In the end the customer does not care about what you are offering until it is something that she needs. Please remember that when you finally get in front of that customer…probe and listen-listen-listen and then hear what they have to say. If you listen very carefully the customer will in the end tell you what they want and exactly what you have to do to win their business. Every time…every-single-time. It’s only common sense.
