Communication with prospects and customers is a key challenge for life science sales professionals today. We all have too many emails, too many Tweets and too many phone calls to make. How can we be efficient and manage our time and communications effectively?
In a previous post on messaging, the focus was on clear, consistent and appropriate content. Now we will look at how often we keep in touch with our prospects and clients or customers. Do we contact them more or less?
There can be a fine line between our “keep-in-touch” messaging and annoying, excessive emails and phone calls. In general, the goal is to keep our brand, our awareness, in front of prospects and to make sure that our customers are delighted with our solutions – the products or services they have chosen to implement. Our goal is to maintain a consistent approach to our prospects and customers in a way that meets their needs.
The first step is to define how often we will comunicate with them. The best way to define this frequency of communication is to ask them how often they would like to be contacted. Of course everyone will have different answers, but we can track this information in our CRM system, and adjust our messaging as needed. And sales prospects with a short selling cycle will need to be contacted more often than sales prospects with a long selling cycle. Similarly, prospects at the final stages of decision-making will have different communication requirements than prospects early in the sales cycle.
However, whether it is weekly, monthly, annually or whenever, we now have the opportunity to provide our prospects and customers with valuable information on our solutions to help them get better results. And this brings us to the second step – value.
The second step is to offer value in our communications, so that our phone calls and emails are worthwhile. Whether it is new applications information, updated capabilities, improved results or special features, we must offer information that is of value to our prospects and customers.
We know that value is subjective, and that our different prospects and customers have different needs and values, so we must track this information (think CRM system again) and ensure that what we provide to them in our communications does in fact meet their needs.
Now we are ready, we have a plan and we know how often to contact our customers and prospects with information of value to them. It is not more or less communication, it is the right amount of communication!