From my spot in the corner of the coffee shop I notice the moment they sit down. They are uneasy; cautious and guarded, yet optimistic. It’s obvious this is a first date.
Sales professionals and marketers know the first date feeling. We live it every day as we help our companies initiate and nurture relationships with prospective customers.
We have to make the approach. We have to communicate clearly and concisely. We have to read the signs. Is there interest? Does the customer have need? Are they a decision-maker or an influencer?
Most important, we have to establish and cultivate trust. This is the foundation of a mutually beneficial relationship. And, as we all know, trust is grounded in an understanding of a customer’s goals and priorities. Just like a first date, we do a whole lot of listening.
Here is an opportunity. This month Strategic Communications Group (Strategic) introduces a new campaign that compiles data from three of our online buyer communities about the trends and topics of interest to your prospects. You can learn more and download each analytics report at these links:
Government Technology Insider: technologists, program managers and policy-makers who work for federal and state/local agencies.
Future Healthcare Today: administrators, practitioners and technologists who work for health systems, hospitals, physician groups, and for government agencies that provide health services.
Modern Marketing Today: business-to-business marketers and sales professionals who have an interest in automation, CRM, digital and Web technologies.
Take a read. Consider how you can align your company’s messaging with customer preferences. It will help you build trust with prospects and ensure you are successful when asking for that second date.