Your customer today is in front of a computer during the middle of a workday. They have a cell phone which they check frequently. They spend more time with these two devices than with people many times. What does that mean for you?
You must meet your customer where they are. In the good old days (which we are never returning to) a salesperson had the privilege of personal meetings to educate the customer. They could talk about their product and present it with full attention. This was their primary utility. They helped the buyer understand the full breadth of their products or services and how to apply it to the specific problem the buyer has.
Today, the buyer’s inattention changes the game completely. Education happens virtually and is largely self-service. The buyer have access to information with a quick Google search specific to their pain. Learning is happening without the salesperson.
If your buyer is in front of a computer, then their inbox becomes a place of meeting. It is also a place of fierce competition. Your message may be drowned out by the incessant amount of emails, voicemails and text messages coming into the buyer’s systems.
The strategy you develop must rise above the noise. It must speak to the pain of the buyer and connect personally. It must be timed with precision to bring the right message based on the behaviors and preferences of the buyer at different times in the buying process.