Potential customers – should I email or call them?

This is a great question and the answer or approach of the small business owner will have a significant impact on the growth of their enterprise.

At wefinda we hear feedback from small business owners across many professions and services who are unsure whether or not to telephone or email a potential customer (“prospect”) in the first instance. It is the most common question that we receive in our feedback, so the good news is that you are not alone!

The underlying principle of good sales is to treat your prospects in the manner in which you would like to be treated plus a little bit of extra care that makes your prospect feel special.

At wefinda we follow a few basic steps to ensure that our potential customers will always consider us when purchasing our type of product. For optimum conversion, we call first and e-mail after.

1. Preparation – ensure that you have the contact details of the business that you are calling and the decision makers name and know a little bit about what the prospect does.

2. Attitude – Be positive, your product is a solution to your prospects needs, hopefully you can both work together to achieve great results.

3. Phone call – Business is and always will be about people. Pick up the telephone, ask to speak with your potential customer and carefully introduce yourself and explain the reason for your call. The following are a few characteristics of a good call.

(a) Introduction example - “Hi, my name is Harry and I am calling from Bentley’s graphic design. I received your details from wefinda/another customer/online research and I was hoping to take 30 seconds of your time to explain the reason for my call and how our service could work for you. Is now a convenient time to talk?”
(b) Ask questions and listen – fully understand the prospects business needs and their budget.
(c) Explain – Match your product or service to your prospects needs.
(d) Call back – book a time to call back or meet the prospect.
(e) Follow up – send a mail to the prospect to cover the main points of the call, highlight the action points discussed on the call and send any additional requested information.

4. Commit to your call backs, promised emails and scheduled appointments. By not sticking to your plans, it is very easy to leave a bad impression with a prospect.

There are far more qualified people than I who can advise you on how to get a better return for your sales efforts, how to grow your business and how to approach your calls with confidence and belief.

I can recommend How to Master the Art of Selling by Tom Hopkins and any book by Dale Carnegie.

I would like to finish with a little whisper. Rude or ignorant prospects are to be ignored and left to their own devices. Do not take these people personally, it is just an unfortunate small percentage of people who you have accidently called. Don’t waste your quality time and personal service on someone who does not deserve it.

Thanks for reading.
dave@wefinda.co.uk