A few nights ago, I heard a wonderful professional speaker talk about customer service. To make a particular point, she used a common illustration - shopping in a store. Sometimes we are approached by a salesperson who asks if we need help. And then there are times when help cannot be found.
Which situation would you rather have? A salesperson who was attentive and nearby if you needed assistance or remain a lonely island in a sea of aisles, left to your own devices?
It was an excellent point. For many people, contacting sales leads or any type of initial relationship-building task can bring a sense of foreboding. What if, we say to ourselves, they say no? Are we being a pest or being helpful? Should we ask again?
Many entrepreneurs have the IDWTBP Syndrome, otherwise known as "I-don't-want-to-be-pushy." If not addressed, this syndrome can kill a budding business and seriously hamper an existing one.
When I contact my leads, I remind myself that I am not only a salesperson, but an educator, an inspector, and a detective all rolled into one. I ask questions. I take notes. I try to remember as much information as possible about my contact so when I connect with them again, I can provide a bridge from our last meeting.
My husband's friend and business partner found the "tipping point" for his contacts during a recent email message from a possible buyer. "Don't send any more unsolicited emails." Ouch! No "please" was even included in that very blunt message. But he understood. He had crossed the line from being helpful to being a pest.
I have asked some people when they stop contacting someone. One said, "When they tell me to stop." Even though we are contacted constantly by various businesses, we will rarely say "Stop!" We continue to get the flyers, the phone calls, the postcards - and we either throw away the information or keep it for possible future reference. But if you're the business sending this information, you don't know what people will do with the information you give them. And really, that isn't your concern. Your objective is to make sure they are contacted. Every time a potential customer hears from you is one more time a potential customer will think of you.
If done in a respectful, courteous way, the contact will most likely think of you when they need your services or products. Checking in with someone is almost always appreciated. Using language that is helpful and not presumptuous is also necessary to ensure your contacts don't feel badgered.
So as you stare at that phone, wondering if you should make the call, remember this: You are providing the best kind of customer service - being available.
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