Is Your Normal Lead Gen Campaign Actually Your Buyer's Worst Nightmare?
Is it possible that what you think is just normal lead gen, is actually your buyers' nightmare?
You may be wondering about this question. Here is why I'm asking it:
One of the most valuable pieces of advice I can give my clients is this:
Sell and negotiate is from the same side of the table.
It’s another way of saying: “Put yourself into your buyer's shoes." I.e., think about how you sell to them, from their perspective, not from yours.”
As a seller, how often do you consider
what your typical lead gen and demand gen process feels like to a buyer?
Oftentimes it can be a nightmare for them, and it can be very counterproductive for you.
Picture this:
You, a potential buyer, are sitting at your desk, working on a project your boss wants from you ASAP. You are focused, deep in thought, and running up against a deadline.
Suddenly...
Nightmare #1: The Cold Call
Your phone rings. The number is one you don’t recognize. Curious, you answer. The disembodied voice on the other end begins: “Hello John. How’re you today?”
The informal greeting gives you pause. Is this someone you know? Should you feel guilty you don’t recognize their voice?
You respond: “I’m doing fine, thanks. Who is this?
The mysterious voice continues: “It’s Ben. I’m calling from (insert sales organization here) and I want to introduce you to our (insert product/service/solution here).”
They seem to be talking without listening.
You regret answering the call.
This seller obviously has no idea that you are not in the market for what they are selling. You suspect that you are only one of many such victims they will be reaching out to today.
You’re annoyed. They have committed three or four errors already, and you’re worried where the next blow might land...
They have interrupted your train of thought – taken your focus away from the project for your boss. Wasted you time – both on the call and on the time it will take you to refocus. Not just that: They also insulted your intelligence by pretending to know you and what you need, and they irritated you by being overly familiar.
Your reaction is swift and defensive:
“I’m not interested. Goodbye.”
...or perhaps you chose somewhat stronger language here.
In any case, you make a note never to answer calls
from unknown numbers again.
Nightmare #2: The Enigmatic Email
You are working on that project for your boss, you pause briefly to check your email.
There is one email with an intriguing subject line.
You open it, only to find yourself exposed to a blatant sales pitch. You are frustrated with yourself for falling into this sales trap that disrupts your train of thought and robs you of your precious time.
You promise yourself
that you won’t be tricked again.
Nightmare #3: Pitch Slapping On Social Media
Still working on that project, you receive an alert that you have a new LinkedIn message. Curiosity gets the best of you again.
You open the message.
It’s a connection request from someone with whom you share a few contacts:
“Hi John. I noticed that we have a few connections in common and wanted to connect with you.”
Feeling generous on this occasion, you click on, “Accept Invite.”
The other person immediately responds with a blatant sales pitch. It has nothing to do with any of the people you both know.
You have just been pitch slapped!
You vow to never accept these types of connection requests again.
You wake up in a cold sweat. What a nightmare!
What Is The Lesson Here?
What may seem like simple routine lead gen outreach strategies to you (strategies, by the way, which are often repeated many times over on a daily basis) can have the opposite effect.
They can be hugely counterproductive and can carry many unintended negative consequences.
What sellers often perceive as harmless outreach actions, can actually put your prospective buyers seriously off. You don't need to deploy a style of selling that feels adversarial to your buyers. A style where sellers are trying to manipulate, convince and pressure a buyer into a transaction.
In fact, you could say that:
Why?
Because you won't need sneaky objection handling techniques if you engage your buyers right in the first place.
What may seem just like normal, standard practice outreach methods to you, may leave your potential buyers feel ambushed and intruded on. They will now think twice the next time someone reaches out to them.
I don't think I am exaggerating here:
Blatant sales pitches give the entire sales industry
a bad reputation, with the potential to ruin the game for all sellers.
A seemingly innocent SDR, marketing, or agency outreach campaign can close the door on a potential buyer, possibly forever.
What To Do?
Re-think and re-configure your lead gen and outreach strategy:
Re-focus from what you are selling
and how you want to sell it.
Instead, focus on your ideal buyers, and on how they want to buy from you. Position yourself yourself on the same side of the table. Help your buyers to buy.
If you do that right, you will reap at least three benefits:
Your buyers will be more receptive to your outreaches
Your engagement score will improve
Your sales will increase
In A Nutshell...
Buyers still like to buy,
but they hate being sold to.
This is particularly true if your pitch is unsolicited, interruptive, and poorly targeted.
Next time you plan a lead gen campaign, will you consider your buyer’s perspective? Will you be the seller of their dreams, not the monster of their nightmares?
Come on, think about it:
How would you want to be sold to?
Next, you may want to look at this, too.
Here’s to you selling like a dream.
Peter
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Phone AUS: +61 (0)411 865 301 | pstrohkorb@peterstrohkorb.com
Phone US: +1 (628) 246-1242 | peterstrohkorb.com