"If you're going to be a smart ass, first you must be smart." ~Unknown
HOLIDAYS ARE A JOYOUS TIME...SIGN UP BELOW OR RECEIVE LUMPS OF COAL IN YOUR STOCKING
Before I get into the specifics of this article, we need to agree on a few premises. If you do not find these statements to be true, the rest of the article may not be of much value to you.
1) Sales are made or broken over trust
2) Sales is a numbers game
3) Trust is built over time
If you agree with the sentences above, keep reading.
Once a year salespeople get a gift. Once a year all across this great nation of ours, salespeople squander this gift in favor of laziness.
That gift? The holidays. It’s the gift that keeps on giving…better than Clark Griswold’s “jelly of the month club.” If you set it up right, you can get more selling done in 2 months WITHOUT WORK AND WITHOUT SELLING. How is this possible?
I know what you’re saying and thinking… “no one works during the Holidays, it’s the time of year when things slow down.”
Slow down? You mean people have more time? Tell me again what was the biggest objection you faced all year? Let me guess…time or money? So now you have one objection out of the way, only one more to go.
Now what about your time? I promised you that you wouldn’t have to work, remember?
Here’s how this gift unwraps. Let’s say you have 1,200 customers or potential customers starting with Alex. Over the next 2 and ½ months, Alex is about to get 3 messages from you.
“Hey Alex - Happy Thanksgiving. I hope you and your family have an amazing day. Eric with XYZ”
“Merry Christmas, Alex - have a great day! Eric with XYZ”
“Happy New Year, Alex. Hope your New Year’s Eve was great. Here’s to a great 2016! Eric with XYZ”
So let’s examine what happened here in more detail and why this is so important. What just happened amounts to more than just 3 text messages…much more.
The first thing that likely happened is that Alex has added my number into his phone. Why is this important? Texting and being in someone’s phone is a very personal thing. If you have earned your way into someone’s cellular phone, your odds of Alex becoming a customer and/or a lead source go way up.
Being in Alex’s phone means you have earned the right to text and call Alex. Now you have access to Alex that other salespeople don’t have. Talk about an advantage!
You’ve started building trust. Sending personal texts on holidays is impressive…it says that you took time and energy away from family to write clients. This shows you are professional, together, hard working and dedicated. If you follow up this well on holidays, you must follow up well in business situations.
This comes into play for referrals as well. When someone refers you business it’s because they trust you will take good care of their referrals. The quickest way to prove you will take care of their referrals is to take good care of your clients and let them experience it first hand.
Finally, without asking for business one time you have just put your name and company in front of Alex 3 times. The inference that you want the business is right there and the Holidays allowed you to present yourself without asking for a thing.
You want Alex and everyone else to have a positive association to you and take action every time they hear your company or name. Business gets lost all the time because potential customers can’t remember whom they were talking for a specific product or service. I’ve had good friends not buy from me because they forgot what I did for a living.
If you reach out 6-12 times a year, they will never forget again…you won’t let them forget you.
So what are the holidays? The holidays allow you to reach all your contacts (numbers game) and build trust (for sales and referrals) by wishing the best for your clients and potential clients.
Trust is built over time…the sooner you start, the more trust you build and the clearer the rewards are.
ABOUT THE AUTHOR:
Eric Beans is CEO of Texting Base, Inc., out of Orlando, Florida. Texting Base is a cloud-based ”SMS Marketing Automation Platform” which allows entities to personalize group text messages.
Prior to Texting Base, Eric was the first US employee of TechSpan which became Headstrong. Headstrong sold for $550M to GenPact.
With a group of partners in 2005, Eric started Premier Mortgage Capital, Inc., a nationwide state charted Mortgage Company that grew to over 2B/Year in originations.
Eric is the author of "Changing The World Through Texting Software" and writes the entrepreneur section of "LA Style Magazine." Eric is an inventor, investor, and longtime entrepreneur.
Texting Base does not offer legal advice-please consult an attorney before starting to text for business purposes.