Using PDFs with marketing efforts
Typically most clients will want to review literature about your company, what you do and what you have to offer, but it’s not always easy to determine whether or not the client is genuinely interested OR if they are just requesting more information as an excuse to get off the phone.
In previous articles I have discussed HOW to send the follow up information and in this article I will discuss sending literature and how to know when you are wasting your time. These tips will give you an idea of what to look for in determining the legitimacy of the client’s interest.
Manner Of Speaking
One of the most obvious signs that a client is interested (or not) is the manner in which they speak to you. If the client is rushed and seems to be brushing you off – that is usually your first clue that they are not really interested in your offerings.
Statistics show that 80% of follow-up calls result in clients that rush off the call, are not interested in your offering or will not return your calls. A client that is truly interested in your company will take time to hear you and ask questions. They may be busy, but they will either listen to what you have to say or simply ask you to call back at a better time.
Tone and attitude
A client that is truly interested in your company will have a pleasant tone and attitude towards you. Most clients will be grateful that you have called them to discuss your company if they are interested in what you have to offer. With that being said, be leery of the client that is harsh and rude when speaking to you.
Usually I find that if a client has an unfavorable attitude at the start of a call, more than likely they do not have a true interest in my services and contact efforts will be fruitless. Chances are you would be wasting your time to send them information and continue pursuit of a business relationship doomed from the beginning.
The best tip that I can give you is to use your own personal judgment and go with your instincts. If you have had a good conversation with a client and they agreed to get more information from you then I would send information to them and follow-up in a few days.
On the other hand, if the client says to send the information but you have a feeling they just wanted an excuse to get you off the phone, I would not waste time on those types of prospects.
One of my philosophies is to never send information to a client with a “whatever” attitude. By this I mean the clients that say “Yeah, ok send it over I’ll check it sometime later” or “Whatever, go ahead and send over information, I don’t care.” Phrases like these are immediate red flags that the client does not have a true need or interest.
To sum everything up, just simply remember to watch for the client’s manner, tone and attitude. Really listen to the client to make sure you get a firm grasp on the whole general feel of the conversation. Above all, use your best judgment and instinct. If you have a feeling that the client is leading you to a dead end, go with that feeling. In most cases, your feeling will prove to be right.