BALANCED COMMUNICATION… the principle of producing Sales results is fairly simple. Three basic steps… you find people who need your product or service, you present to them, you close the sale. It is the “finding and cultivating new customers” portion that seems to be the most challenging for most Salespeople. The popular television series “Mad Man” is all about this component. The concept of “loading up your conveyor belt with new leads” everyday is all about this component. The million $$$ question is…How to do that efficiently? Obviously it starts with effective communication with the Consumer.
In his book, ” 7L… the Seven Levels of Communication”, author Mike Maher simplifies the concept of effective communication. Here are the seven levels:
2. Direct mail
3. Electronic mail
4. Handwritten notes
5. Phone calls
6. Events and Seminars
7. One-On-One Meetings
Nice to have it broken down so simply isn’t it? The higher the number, the more effective the communication. Mr. Maher shares that the advantage of the first four is that they can be “automated and systematized”. The advantage of the last three is that they are in what he calls “the influential zone”. The danger of not understanding this hierarchy shows up if you are not doing enough of each of those two groups. Bottom line… you have to have a communication program that allows you to achieve two goals: #1. Get to the masses (items 1-4 above); & #2. Create personal contact with the motivated Buyers (items 5-7). The most successful Sales Careers have that balance. Does your approach to your business accomplish that? Revisit your strategy and ensure that it does. There is no margin for error here. Are you doing both? NO Excuses.