Fools Rush In (to the Sales Conversation)

May 11, 2010 at 7:02 AM 1 comment

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.

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1 Comment Add your own

  • 1. Jim  |  May 11, 2010 at 2:19 PM

    This is similar to the idea of content marketing. Leading with valuable content is key in B2B. White papers, etc.

    Reply

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Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at www.fuseinsight.com

 

"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters

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