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The holidays will soon be upon us, and it’s a perfect time of year to reflect on the wishes of those who are important to us. Have you ever thought about how your prospects would like you to communicate with them?
Hint: It’s Not Robocalls
Do you ever get those Robocalls where a recording immediately tells you not to hang up because this is an important life-changing call? And what do you do? More likely than not you hang up. Why? Because you know it’s not an important call otherwise there would be somebody on the other end of the line talking with you personally.
Such a rarity in these days of automation.
And yet so powerful because it adds a human touch.
Get Personal, Get Human
If someone calls you and asks you how you are, the problems you may be facing and how they might be able to help you, you’re likely to engage with them. After all, the conversation is all about you. What could be better?
You’re also more likely to respond if you receive a personalized email than one that’s blasted to the masses. In fact, according to an email marketing survey by Experian Marketing Services, personalized emails convert at six times the rate of one-size-fits-all emails.
So how can you add the human touch to your communications and be more successful with lead generation and nurturing? Get to know your contacts, prospects and clients.
Use Technology Wisely
A study by Sirius Decisions claims that the adoption of marketing automation technology is expected to increase to 50% by 2015. Technology is coming down the pike to help increase the efficiency of our interactions with customers. We have to be careful, however, to use it in ways that help to build a customer relationship … not just in ways that make our lives easier.
You can use technology to observe how contacts interact with your emails and online communications. These observations will enable you to gauge their level of interest as well as subjects that pique their curiosity. But while marketing automation helps define lead generation activities and aids in lead nurturing, you still need to nurture human relationships for B2B sales. And you can only do that through one-on-one conversations.
A Cautionary Tale from Customer Service Departments
We’ve all seen how technology has run away with customer service. When you call a company’s customer service department, it’s a rare luxury to reach a live person. Instead customers are forced to listen to endless menus of options and to recordings telling them how important their call is.
There should be no need for a company to tell you your call is important. They should show you it’s important … by picking up the phone.
Clearly this is a case where companies have used automation to cut costs and make it easier for them to handle customer issues. Automation has not been used to enhance the customer experience.
So, when you put together your lead generation and nurturing plans, put your prospects and customers first. Think about their communication wishes. You’ll likely realize that a customized mix of personal telephone and email outreach will make your contacts feel valued and produce optimum results for your organization.
Jeff Kalter is CEO of 3D2B, a global business-to-business telemarketing company that bridges the divide between marketing and sales. He leads customer acquisition programs for Fortune 500 companies and is passionate about building strong business relationships through professional phone conversations.VN:R_U [1.9.7_1111]1 Comment
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