Fools Rush In (to the Sales Conversation)
A good post this week on HubSpot about contact forms. Too often such articles are of the “How to Catch Their Eye and Grab ‘Em Good” type, but Beth Dunn gets it right – the first step to creating a customer is building a relationship, and relationships are built on trust.
Dunn gets it right because she looks at the process from the customer’s perspective.
If I’m an early prospect, I’ll need convincing that (1) you understand exactly what my problem is, and (2) the type of solution you offer might be appropriate. This is not the time to tell me about your product specifications, features and benefits. That comes later, after I trust you a little more.
I see the contact form as one step – and not the first, by any means – in an incremental process. Your intention that this point is solving the customer’s problem, not the self-serving one of creating a sale. As the relationship develops, you can move them gradually toward the sales conversation. Offers – imparting useful knowledge – are a great way to start a relationshiop.
Just hope that, when they do call you, they don’t use a banana.
Entry filed under: Uncategorized.