Every once in a while prospect calls don’t go to plan. In spite of all the preparation we undertake to ensure that the call goes of smoothly, it just does not. We are either faced with an inattentive prospect or our mind is preoccupied with the hundreds of tasks that we are working on. As a result, we either end up not highlighting the value & benefits of engaging with our company or even if we do it, our prospect fails to see the value & benefits. However, it is very important when these situations occur that we make an effort to ensure that the right message and value we bring to the table gets well articulated to the customer.
To draw an analogy from boxing, the most dangerous boxers are those who can effectively counter punch their way out when against the ropes. There are different techniques of counter punching that boxer’s use; different punch combinations are thrown at the attacker to reverse the trend. When calls go bad I recommend a similar approach to my team.
The first counter punch in this situation is a sharp personalized email. The email should be directed towards delivering your message in the shortest possible length. Make a list of all the things you missed out saying on the call and all the questions that could not be addressed as desired. Draft out your mail addressing all of these and add the core value that your company delivers to customers. However, make sure that all of this in line with what your prospect’s requirements are. A mail blowing your own trumpet (your company’s achievements, etc) will only make the situation worse and you might risk losing the prospect forever. Follow up with a call to gather feedback on the email 2-3 days after sending it out. This approach should help in salvaging that below average call.
NOTE: Stay away from the temptation of attaching files/ brochures/ flyers and all other marketing material in your email. Emails are most effective when kept short and to the point.
Hari Raghunathan
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