Making Initial Contact

Employing the Loose Connection

Loose connections may be a nightmare for an electrician, but they are wonderful for sales people. If you want to get a yes to your request for a meeting, it’s useful if you’ve found a connection you share with your client, and even better if they know what that connection is. That’s what this post is about — activating the connection you’ve found.

The process for activating your loose connection is important. Use two separate communication methods (a belt and suspenders strategy is usually enough to ensure that the message gets through). Your email might go to a spam folder, your phone message will likely be listened to, a handwritten note might end up in the circular file, but it will probably be read. Send two types of missives, a call and a note, a call and an email, an email and a note, or an email from someone they know, then an email from you.

The content of your initial message explains who you are, the connection you have to them, and either asks for a meeting or says you’ll be calling to ask for one in the next week. If it’s an email, it’s less than a hundred words.

Your note, email and/or message might say, for example, “ Hi I’m Mary Snell at Berklee. I saw you speak on a panel at the user conference last week. I asked you the question about advanced interfaces [reference to how you’re connected]. I’d be pleased to get together with you and talk about whether working together might benefit us both. I’ll give you a call in the next week [and you do call in next week] to set up a time that works for you if you’re willing. Thanks.”

You can decide if this is better than the unconnected alternative: “ Hi I’m Mary Snell from Berklee. I’d love to get together with you and talk about whether working together might benefit us both. I’ll call you this week to set up a time if you’re willing. Thanks.”

You’ve found the connection to your prospective client. You communicated that connection so they know how they’re connected to you. Our next post will talk about the call for the meeting request; what you say and how you say it.

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Applicable far beyond traditional sales. Hurson and Dunne present a structure and then provide invaluable techniques to help you use problem-solving no matter what sales situation you encounter.
   --Mark Savan, President, Fortune Brands Windows & Doors