Comments on: Boost Your Sales: “What Do Your Communications Say About You?” by Paul McCord

By: Paul McCord

Paul McCord — Sat, 11 Jul 2009 14:45:46 +0000

The issue of what you send is essential not just to an insurance agent or housing agent but to all sellers, especially B2B sellers. The example you gave of sending a jpeg or pdf of a review of one of your books demonstrates the concept. What you sent didn’t benefit your customer–it was sent with the intent of benefiting you. As you said, the customer is inundated with fliers, book reviews, product literature. Your email was just another piece of junk, teaching her to ignore you. Learning how to create quality communications that will teach prospects and clients to pay attention isn’t easy and doesn’t happen overnight. It’s hard work. You really have to know your prospects and clients. You can’t just slap something together and expect it to do the trick. You can create a quality program–you just have to dig deeper and really analyze what you send–is it designed to benefit your customer or you? If the benefit is heavy toward you, find something else to send.

By: Paul McCord

Paul McCord — Sat, 11 Jul 2009 12:54:57 +0000

Thanks, Ian. Wouldn’t you know it, the typo has to be in the title. Oh, well, thanks to you it’s been fixed.

By: deathofasalesperson

deathofasalesperson — Sat, 11 Jul 2009 12:54:09 +0000

This all sounds very good for salespeople dealing with end consumers. Like an insurance agent, housing agent etc. But for salespeople dealing in B2B business, it is sometimes very different.

For instance, I’m in publishing sales and my customer and prospects are mostly professional buyers with the bookstores and book chains. They get tons of product literature every day, not to mention other business communication. At one point, when any book my company publish was reviewed in the media or press, I would send them a JPEG or PDF of the article. I thought that was a perfect way to keep in touch with prospects not buying yet. But was then pointedly told by a buyer I was flooding her mailbox and told to stop sending her useless stuff that she don’t read.

What to do? What to do? What to do?

By: Certified-Financial-Planner » Latvia, Lithuania consider new EU ministerial appointments

Sat, 11 Jul 2009 08:01:14 +0000

[...] Boost Your Sales: “What Do Your Communications Say About You?” by …Recipes, gardening tips, household tips, etc. might be appropriate in a REALTOR’S newsletter, but not an accountant’s, or financial planner’s, or insurance agent’s, or from an auto repair shop. If I get something from an accountant, … [...]

By: Ian Welsh

Ian Welsh — Sat, 11 Jul 2009 06:43:22 +0000

Paul,

you spelled communications without the N.