The days of cold calls, visits to clients, and leisurely lunch meetings are long gone – messaging is the new forum for initial sales conversations. So how do you pick up on the essential signals and tones needed to build a relationship with potential customers?
I work in sales, but I have never made a cold call in my life. In fact, I’ve never learned how to. The team I work on doesn’t even have a phone.
As Russ, our VP of Sales, has argued, cold calling is dead. My job as an Account Development Representative is to establish meaningful sales relationships, and in an era where nearly every business is an internet business, building those relationships is all about messaging. Customers just don’t want to get on the phone anymore. Everyone under 40 is messaging, and before long, simply everyone will be messaging.
On a traditional sales call, you can hear and judge things like tone of voice and urgency. These moods are still present in messaging, but you’ve got to be attuned to spot the clues for picking up on them.
My team strives to learn as much as possible about our leads using context clues that organically arise from the conversation. Our conversations are facilitated by our live chat product, but the methods we use apply to any messaging medium you might decide to start using for sales. Here are a few subtle clues we watch for that actually say an awful lot about a potential customer.
Customers with questions should be your first priority. If your customer opens with a direct question and no introduction, it says a lot about the importance of the question to them. Best to get to these right away and save formality for later. Your lead is ultimately looking for more than an answer, but for the moment, they are simply looking for a fast and accurate response. Many of these questions tend to be narrow and related to our products’ current or future features.
Get to the answer first, but then introduce yourself and start a conversation.
Visitors who open with more traditional greetings are usually happy to have a more conversational experience. They don’t want a robot to spit out the answer they are looking for; they want to have a real conversation with a real person. Answer all the questions, but to do so in a cordial and human way.
Reading between the lines
It’s important to match your writing style and tone with that of your customers. Watch these four details closely.
1. Setting expectations with greetings:
2. A refined lexicon is not for everyone:
3. User writes in a more formal email or essay format?
4. User writes in short bursts, abbreviated vocabulary, or both?
Embrace the power of emoji
Once it’s clear you’re answering a chat-style message, emojis become some of your most useful tools. There a hundreds of ways to convey your emotions, qualify your responses, and send signals through these playful little additions.
Here are four seemingly one-dimensional emoticons that can translate to much larger ideas.
- The rocket ship can represent growth and progress, usually important in B2B conversations ;-).
- The speech bubble is a great way to leave things open for further questions.
- The thumbs up is perfect for agreement or confirming your solutions.
- Cats are good for just about anything.
Why these clues matter
Sales conversations exist as cycles within a relationship. There are important factors surrounding these cycles, like timelines, buying power, decision making, and integration, that all need to be addressed through well-composed messages. However, each of these factors is equally dependent on the overall climate of the relationship.
As an Account Development Representative, my goal is to establish a healthy relationship with a potential customer, and that starts with a single conversation. For this to work, I need to use all the tools at my disposal to read my contacts’ attitudes and establish rapport. Failing to do so means someone in my position is suddenly working their way out of the mud, rather than building a relationship from a clean slate.
Simply put, sales conversations are moving closer and closer to being entirely message-based, and businesses that want to succeed have to understand their potential customers based on the way they message. Sympathizing with your customers is great, but actually understanding them is far better.