7 reasons to call your prospect back
Remember Columbo? It’s a TV classic. The rumpled detective usually figured out who the murderer was early on. He would keep turning up with…
Remember Columbo? It’s a TV classic. The rumpled detective usually figured out who the murderer was early on. He would keep turning up with “One more question…” Everyone felt Columbo was annoying. They missed the most important lesson: Every time he got back in touch, he had a logical reason for reconnecting. There’s a lesson for people who prospect for business.
7 reasons to get back in touch
You know the scenario: You delivered a good presentation; you asked for the order; the prospect said: “I’ll get back to you.” What are some reasons for you to take th e initiative and pick up the phone?
1. Supplying new information. This was Columbo’s most common reason for getting back in touch. “I have great news. We just heard from ballistics. Your gun wasn’t the murder weapon.” The case is important to Columbo. The other person theoretically wants it solved too. He’s sharing information.
Rationale: Ideally, your prospect (and hopefully future client) makes the connection every time they hear from you, they get valuable information.
2. Pricing changes. This is an incredibly logical reason to call. The firm announced due to declining interest rates, new policies will earn a lower rate. Policies written before the cutoff date get the older, higher rate.
Rationale: It creates a sense of urgency.
3. Do you have enough information? You met with your prospect. What if they had questions they forgot to ask? Maybe you remembered something you forgot to say. You don’t want a situation where they tell their committee “We don’t have the answer to an important question from this one vendor.”
Rationale: You call and ask. You are brief and polite.
4. It’s personal. Your prospect is often a friend. You want to give them “space” to make this business decision. If you drop all contact, it implies the relationship is only about business. You can call, explaining you are back in your personal role and talk about the subjects you always discuss.
Rationale: By keeping up the friendship, you are communicating you care about them as a person. They know they need to make a decision. People prefer doing business with people they like.
5. The shared interest. Sometimes Columbo turned up for no professional reason. The bad guy was a master gardener. Columbo turns up with a houseplant he is struggling to keep alive. Maybe the bad guy is a professional photographer. He turns up with his camera and some badly taken photos, asking for advice.
Rationale: There doesn’t need to be a friendship already in place. A shared interest where you are seen as a fellow enthusiast can be sufficient.
6. Being in the same place. You belong to the same organization. Maybe it’s the Chamber. You attend the same events. It’s common courtesy to say hello to people you know when you see them in a social setting. Business doesn’t come up, but your presence is a reminder.
Rationale: You’ve heard “Out of sight, out of mind.” This is the opposite.
7. The stated time period. Your prospect might set the time period themselves. “Let me think about this for two weeks.” Perhaps they say: “The investment committee meets on the first of the month. I’ll have an answer for you then.” You might confirm it’s OK to reach out at that time.
Rationale: They set a time period and agreed you could call if they haven’t called you first.
Keeping in touch can be a balancing act. You’ve seen the circumstance where a prospect makes their choice based on who was the last person they talked to before they decided. You don’t want to miss any opportunities to win business fairly.
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