Reaching even the most difficult person

If you're like me, and somedays you really wouldn't want to be, you have to contact and converse with a lot of people.  I'm in a role where I am contacting people daily to become a business partner, a channel partner or a customer.  Given the nature of business today and the crazy, hectic schedules we all follow, it can often be difficult, if not impossible, to contact and hold a conversation with someone.

So, I use an escalating process that I thought I'd share.  The concepts below are useful when deployed with the right timing and a little humor.  Keep in mind that just because someone doesn't respond to your messages doesn't mean they aren't interested.  It can mean that they are simply distracted, or too busy, or off on a different short term assignment.  Silence doesn't mean NO, it just means NOT YET, until you hear otherwise.

Clearly the simplest and easiest form of communication is face to face, but it can take a lot of work to achieve that face to face meeting.  Here are some of the ways I've managed to get in front of the people I wanted to talk to:

1.  Phone call - yes, sometimes you can score big and actually reach a person.  That's rare, but if you do you need to have a very crisp, clear reason for that person to spend more than 30 seconds with you on the phone.  Prepare your message and have a value proposition that matters to the person you are trying to reach.

2.  Voice mail - this is the usual response to a phone call.  I believe in leaving a message every time I call, otherwise I've wasted a chance to touch the customer or prospect.  Every voicemail is a chance to leave a slightly different message or emphasize a slightly different factor or attribute of our product or service.  On my voice mail I try to define when I will try to call again.

3.  Letters.  I've found recently that physical mail - you know, the stuff that was going to be outdated and stuffed in the rubbish heap of history - is making a comeback.  People are so inundated with phone calls, voicemail and email that letters and mailings seem like a refreshing change of pace.  With a letter you can push back from the computer and read!  Again, you aren't going to get a lot of time - so come to the point quickly.  Present a value proposition and give the reader a reason to keep reading early in the letter.  Make sure you have several "calls to action" in the letter, so you can encourage the reader to contact you.

4.  Seminars and conferences.  If you have some compelling thought leadership or experience, rather than go to the buyer, have them come to you.  Invite a small group of prospects in to hear you and your team recount your experiences or recommend a solution to a problem.  This is much more compelling than some of the other alternatives, but you have to have a very insightful solution that solves an important problem for the prospect.

These are the "normal" communication courses.  I'd recommend a few more alternatives for those prospects and clients that are difficult to reach, or when you think a change of pace is necessary.

1.  Fax - For some reason a fax seems important to people.  The fax has lost its importance due to email and email attachments, but similarly to physical mail Ithink will make a comeback.  Sometimes faxing a letter or communication will get better results than emailing the same document, since a fax is likely to end up on top of the desk, while an email is likely to remain just one of another messages in an inbox. 

2.  Fedex - A Fedex package suggests that something is "urgent" and requires immediate attention.  You get to use this only when your client is being especially difficult to reach or you believe a decision is imminent.  This approach is usually a one-time thing - but it can get your message to the person you are trying to reach - and get them to read that message. 

3.  A Gift - I've had good success with sending a book about a topic that resonates with the person I am trying to reach.  For instance, if I'm trying to win some innovation business I will send along a book about innovation, and include a short introductory letter.  A gift that is inexpensive and relevant to the topic you want to talk about is usually well received.  Don't do this for government buyers, at least in the US, unless they are Congressmen.  They're the only ones who will receive gifts apparently.

For the truly desparate:

1.  Just show up.  I've had one opportunity to use this, and I've read about people who booked themselves on an airplane flight just to meet a potential partner or client.  Sometimes just getting in front of someone at a conference, a meeting or in transit can mean you get a few minutes of undivided attention.  Now, this can cut two ways - you can either have your head handed to you, or the prospect will admire your persistence and grant you time for your message.  Again, you've got to have your message down pat.  You may get just a few minutes to convey your value proposition, and this is the only chance you are going to get.  Blow this one and you'll probably not get another chance.

I think the thing to remember is that most people are so busy that they only respond to the things they can solve immediately.  Often people get pulled from project to project and pick up and leave things behind without meaning any offense for not responding.  We who are trying to continue the communication can take this as a rejection, when it's really just a delay in decision.

It's also important to understand very quickly what's important to the prospect RIGHT NOW and whether or not you can help them.  Too often we want to tell them how great we are, but that is not what's important to them.  You'll gain credibility quickly by trying to understand what's important or at least demonstrate that you are interested.

Comments

[Glenn]

Jeff, I'm glad you mentioned business letters. Last night I posted part 1 of 2 on using business letters to get an appointment with a senior executive.

Glad to see we're on the same wavelength.

Great blog. I'll be reading.

Regards,

Glenn