(Photo by Christopher Wink)
As a business owner, sometimes a potential client is so coveted, you want to go above and beyond and wow them with a big, detailed, hourlong walkthrough of everything you offer. That would be a mistake.
“If I pick up the phone and someone says, ‘Can I have an hour of your time?’ the answer is no,” said Justin Poser, a senior marketing lead at M&T Bank. “Get right to the point.”
Poser, along with Eric A. Smith, the executive director of cybersecurity for JPMorgan Chase’s consumer division, and Robert Hayman, the senior VP of vendor management for WSFS, had been asked what businesses can do to get their attention if they want to do business with the banks, whether it’s landscaping or data encryption.
— Joe Johnson (@WilmoJoe) November 7, 2017
As it turns out, there no trick, no foolproof secret that will grab a bank director’s attention and make them want to do business with you. Persistence can be good, but sometimes bad. Mailing eye-catching envelopes or packages might help, but it doesn’t mean they’ll buy your product. It’s pretty much one of those things: They know it when they see it.
There are, however, a few things that can kill your chances right out the gate:
1. Not having a succinct pitch.
- If you can’t grab them immediately, you’re done.
2. Giving a BS pitch.
- These are highly experienced business people who have heard it all, and they can tell tell when you’re exaggerating. All they want is the facts.
3. Not doing your research.
- Another thing they can tell: when you don’t know the first thing about their company are why, exactly, they need your product.
4. Not proofreading.
- If you’re pitching with the written word, such as an email or letter, make sure it’s been spellchecked and proofread. Typos happen, but if there are a lot of errors, you’ll be seen as unprofessional.
5. Sending a gift to attract attention.
- A big no on this one. It’s OK to tuck a promotional item with your logo printed on it into the envelope, but beyond that, don’t do it.
You might not land the client with this advice, but at least you’ll have a chance at the “Maybe” pile.
— Technical.ly Del (@technicallyDE) November 7, 2017