Don't Skip the Human Step

We all know that the marketing process supports many stages; building awareness, generating response, nurturing a lead, etc. But the one not listed and possibly the most important is the ‘human step’ where two people actually start talking… about their business, the stuff they’re worrying about…

Getting people to talk to you in a B-to-B lead generation situation is one of the trickiest things to do in person, and presents an even bigger challenge over the phone. With everything people have to deal with in life today it’s easy to be caught up in your own devices and overlook the step of developing true business partnerships in which the stakes are shared. Many people will simply never work with you if you can’t demonstrate that their business really means something more to you than a paycheck.

I put an emphasis at every step on trying to make a real connection with people which requires a step back from your task at hand (delivering sales) to really talk to someone with some sincerity. Interests, hobbies, family, recent events, what makes them tick? Maybe you two have something in common. Even better, maybe you have something in common with their boss! Discovering what's real in their life can really pay dividends in setting yourself apart from the barrage of approaches they routinely get. Remember if they're your target they're likely the target of dozens of other B-to-B marketers. Respect their time and help them understand that you are realistic about what they'd have to see from you to really consider working together. "Obviously if you never reach that level of confidence in me/my company we won't be working together, right?" If you can demonstrate to someone that you're willing to take the time to help solve their challenges with their best interests at the forefront of the solution your success and referral rate will leave you smiling at the end of the day.

A lot of today's salespeople could really use a shift from the self serving culture of the past to a practice of relationship selling. If people like you, they're much more willing to invest time in considering what you have to offer. So don't skip the human step!

Chris Carson
Business Development Manager
Dunthorpe Marketing Group