Are you giving off the wrong signals?

After yesterday’s post (‘How can you use Social Media to generate leads?) I mentioned that we need to develop a sixth sense that flags us when someone has their ‘virtual’ hand in the air. Well this got me thinking a little as it only gives one side of the equation (as I fondly remember Mrs Pickup saying in Maths). In order to show the other side of it you have to let them know you have something that’s worth investing in by giving off the right signals…

It’s very easy, in this challenging economy to appear at times like you’re suffering from cold turkey and need a ‘new business fix’ – try and remember the ‘swan on a lake’ analogy…

Signals are easily misinterpreted – especially when you’re not face-to-face with a client – prospective or current. This is one disadvantage of online relationships and why it’s important to help it evolve into an offline one.

But although they can’t physically see the whites of your eyes they can see the signals you’re displaying.

So to help avoid giving off the wrong ones, here are four suggestions:

1. Don’t give everything away on the first date

It might not be appropriate. Wait until you see the signal from them first. Let them lead the conversation. After all, you can’t really know what they want until they’ve actually told you. Plus, it’s always good to keep a little something in reserve for when you meet them face-to-face.

2. Be creative, but get real

If they already use a company to provide the exact same services you offer you’ll need to come up with something different – especially when you read the words ‘…and we’re very happy with our current provider and the service/product they supply us with’ (Although I can hear all the ‘biz dev’ people seeing that as an opportunity to say ‘You know it’s funny you should say that, but that’s exactly what all our existing clients told us before they tried us’ – This of course could be true and I’m not trying to step on anyone’s parade but chaps and chapettes – it’s wearing a little thin…

3. If you’ve a lot of competitors – stand out. Don’t follow the crowd

If you don’t, you’ll generally end up in a very, very long queue. Choose the jobs to go for where you feel you can really add value and can communicate that value effectively within the constraints of the online or traditional submissions. I know this isn’t always easy, as the last tender I submitted had 200 other agencies all wanting to win the design and production of a piece of supporting literature at the same time…! Choose your route wisely… it will save you time and money.

4. Go the extra mile, every time…

… but not at the expense of your client/customer without discussing it with them. It could be a very costly mistake. If you truly feel the ‘missing’ link you’ve uncovered will add ‘value’ be prepared to define what that value is and what benefits it will bring to the project. Remember, no one was ever criticised for providing options!

Working with the right client on the right project has a huge impact on happiness, productivity, quality, and the future of your business.

However, if you’re giving off the wrong signals it can either repel the right client or attract the wrong ones. Both ultimately kill morale, force good employees out, and cost you big opportunities.

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Tagged as: Business Development, online, signals, signs