As soon as I started Vector Firm, I began to call on a few targeted customers – companies that I knew were good fits for my services and would be great references. There was one customer in the Washington, D.C. area who was impossible to contact. I called in the morning, I emailed in the evening, I connected with him LinkedIn, and I even stopped by when I was in Northern Virginia. He was my white whale.
Then, we finally connected by coincidence at the ISC West show in Las Vegas. It was a professional and pleasant exchange. He acknowledged and apologized for being so unresponsive, and then used these magic words: “I’m always in meetings. It’s best to send me a text, and I’ll let you know when to call me.” This was 2011, and texting for sales purposes wasn’t really acceptable or practiced, so I was surprised.
Problem solved. The following week I sent him a text and we jumped on the phone that afternoon. We couldn’t identify a need at the time, but later that year he shot me a text: “can you take a call later?”… and then we were off on our first project together.
Is it appropriate to text a prospect? Absolutely. While everyone else is using the traditional avenues, you’ll be unique and using a tool they like. Your response ratio will go through the roof. However, ask permission. In fact, this should be one of your qualification questions early in the process. Maybe not the first meeting, but soon after make sure you ask if it’s ok and convenient to text.
