They Replied, Now What? A Better Sales Email Follow Up
We become the observer of their thought-process (if not a trusted guide).
“The time we spend pushing solutions rather than helping buyers facilitate their change process is misplaced, mistimed and misguided,” says Sharon Drew.
She says this results in "a product/solution push into a closed, resistive, private system." Instead, it should be an expansive, collaborative experience.
If its not, Sharon Drew says, "we end up closing only the low hanging fruit ... those ready to buy at the point of contact ... unwittingly ignoring others who aren’t ready even though they may need our solutions."
Give Buyers Time, Space
Basically, Sharon Drew is teaching sellers how dangerous it is to push too hard. When we just launch into our benefits —or ask leading (biased) questions — we don't give buyers time and space needed to prepare for their ultimate decision.
We also (usually) don't get a chance to participate in their decision-making process.
Sharon Drew's position can be provocative. For example, she says: "Prospecting/cold calling is driven by sellers to gather needs/information and offer solution details … all biased by the need to place solutions.”
She says traditional prospecting, “ignores the full enigmatic fact pattern of the buyer’s environment and change issues, and touches only buyers seeking THAT solution at THAT time at THAT period of readiness, omitting those who could buy if ready ...”
The Brutal Truth
Customers value more what they ask for than what's freely offered. Customers value more what they conclude for themselves than what they're told.
So you've got to ask yourself:
- How can I get buyers to ask for help? (get into the conversation)
- Then, how can I get buyers to figure things out on their own? (facilitate the conversation)
Answer: An effective communications technique. Cold calling and cold emailing can help.
Once you've sparked interest in having conversation, focus on helping customers discover, on their own, what they want, when and why.