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| 04.03.08
Are You Turning Away Prospects?
 By Michael Stelzner
Do you find it hard to engage with prospects or customers? If so, keep reading...
I was recently on the phone with Jill Konrath, author of Selling to Big Companies.
I explained a project I am working on and she, with great excitement, "You MUST read this article I wrote."
What follows is perhaps one of the best lessons on why we fail to engage.
It is simply a letter from a customer.
Here are some excerpts from Jill's original article:
Dear Seller, I only have a few minutes, but I understand you're interested in what you can do to capture my attention and entice me to want to set up a meeting with you. Let me say this loud and clear right now - you have no idea what my day is like. You may think you do, but you're missing the boat. Until you understand this, my advice to you makes no sense. I got into the office early this morning so I could have some uninterrupted time to work on a major project - something I can't seem to squeeze into the normal business day, which is filled with back-to-back meetings. But, by 9 a.m. all my good intentions were dashed. My boss asked me to drop everything to get her some up-to-date information on a major reorganization initiative. Starting to get the picture? Welcome to my world of everyday chaos where, hard as I try to make progress, I keep slipping behind.
Did I mention my how many emails I get daily? Over 100. In short, I have way too much to do, ever-increasing expectations, impossible deadlines and constant interruptions from people wanting my time or attention.
And now for the good stuff:
Which gets us back to you. In your well-intentioned but misguided attempts turn me into a "prospect", you fail woefully to capture my attention. I'm going to be really blunt here: I could care less about your product, service, solution or your company.
I'm not one bit interested in your unique methodologies, extraordinary differentiators or one-stop shopping. Your self-serving pablum, while designed to lure me into your clutches, has the exact opposite impact.
Think about your life. You know that this could have been you writing this letter.
Now put yourself in the shoes of your prospects. They are just like you.
So my question to you: What can be done to get the attention of a person like this?
Comments
About the Author:
Visit http://www.writingwhitepapers.com/blog/ for extensive resources on crafting compelling white papers and applying creative marketing tactics.
Michael A. Stelzner is the author of the new book Writing White Papers: How to Capture Readers and Keep Them Engaged and has written nearly 100 white papers for companies such as Microsoft, FedEx, Motorola, Monster and SAP. |
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