Meeting with potential client. Everything seemed to go well. You "rocked" the meeting. The client was delighted with your presentation.
He asked you to send more information. And that's what you did as soon as you left.
But, that was four days ago ... and nothing! The delighted customer has not returned.
What happened?
Analyse the subject of the email
When I say, "analyse the subject", I don't mean the title of the email.
What should be analysed is the content of the email sent. Did you "dissertate" about your company's products and services or did you talk about the customer's situation and how you can help them solve things?
The common mistake I see is a desire to reinforce how empowered you are, rather than focusing on the problems your client or prospect is facing.
Each supplier can share countless stories of how brilliant their company is. However, the one that best demonstrates their understanding of the customer's situation is likely to be the chosen supplier.
An example may help
Which of the following two examples would catch your attention?
Example 1:
Dear Chris,
It was a pleasure to meet you.
As you could see, myself and my team here at XZY Corporation, have a lot of experience and knowledge to help you meet the challenges you described.
We have captained many projects like yours. I have attached the CVs of some of our collaborators; super-intelligent people who could work on your project.
Notice that each curriculum is more impressive than the other.
We will also send you the contract for your analysis. Once signed, we can make the collaborators available for your project. We will plan to start in the next two weeks.
Example 2:
Dear Chris,
Thank you for sharing the details about your situation with us.
You certainly have some challenges ahead of you.
Having worked successfully with a number of clients in similar situations, we are very impressed with how you have already stepped forward and set out some measures to reduce the risk of unwanted outcomes.
During our meeting, you made it clear why time is of the essence in solving this problem in the coming months.
If you would like to count on us for this challenge, and if meeting this deadline is critical, then we should start in a fortnight at the latest. Please tell me how we should proceed together to make this happen.
Both examples talk about the customer situation. However, note how the first example focuses on the supplier's team, while the second focuses on the customer's situation.
Although it seems like a subtle difference, this change is what puts you and your customer on the same side of the table.
Example 2 is a much more efficient version.
Remember how executives make decisions
When making hiring decisions, the decision maker takes as parameter number one, the need for the product or service being purchased. Logic.
"Why do we need this?" or "Does this acquisition help us solve what problem we have today?" are two key questions.
By writing about the customer's situation or the problem being faced by the customer in your email, the customer associates your email with the resolution of the problem.
If you focus on your team and their qualifications, the email just portrays someone trying to sell "their fish".
This also implies that during meetings with the potential client you need to spend your time discussing their situation rather than talking about their qualifications.
As much as you like to talk about your company and its empowerment, your customer's favourite topic, is himself.
When faced with that choice, prefer the client. The more you can focus on their challenges and desired outcomes, the more comfortable they will feel in seeking your help.
Ironically, the more you focus your attention on his needs, the less he will feel the need to ask and question about your qualifications.
So forget who you are and remember where you can add to the solution for him, the client.
It's your turn
What approach do you use for follow-up emails to prospects? Is it working?
In practice
- Centre your conversation with the prospect, on it.
- Control the desire to talk about yourself and your company. Your interlocutor will retain at most 10% of what you say about yourself.
