Although it’s the most common form of communication today, I still get push-back about using text messaging for selling purposes. The idea of text messaging seems unprofessional to some people. I disagree. If you ask customers for permission to text them, or if they text you first, it’s not only professional, but it’s polite. I also don’t think it’s a bad idea to start the texting process – just don’t be obnoxious about it.
Below are seven ways a salesperson should use text messaging with prospects and customers:
- Share relevant content. As a sales professional, your goal is to be perceived as an expert by your customers and prospects. One of the best ways to become the perceived expert is to share relevant and helpful content, and the best way to communicate this content is by text messaging. Very simple: when you read an article that could help a customer you know, text the link. It’s not a mass-text concept – one customer at a time, you’ll become the content master, and ultimately the subject matter expert.
- Enhance another method of contact. If you stop by their office and drop off a case study or other piece of content, or is you emailed them a new brochure, send them s text to let them know. Something as simple as: “I dropped off an article that I think you’ll like. I left it with Frank up front.”
- Schedule an appointment. Use this technique in combination with other avenues like emails or phone calls. For example: “Not sure if you got my email last week (I know your inbox is probably packed), but I’ll be in Frederick tomorrow. Can I stop by at 8:30?” Maybe even include a link to your Calendly or other scheduling tool.
- Spark a social conversation. Whether I’m watching a customer’s favorite team play, or trying a beer they recommended, I’ll take a photo and send it to them via text. Most times, it sparks a multiple-text conversation about something fun and personal. The secret to this method is to not bring up work or extend the discussion. Let them bring up business, and let the last text be theirs. Very often, that last text will be something like: “Stop by next week – let’s get this project rolling. Call Pat to schedule an appointment.” (In this case, wait an hour and reply with “will do”.)
- Push a project to the next stage of the sales process. “Sorry to be a pest, but does purchasing have the proposal?” Don’t ask for a major task. The request should be reasonable for your contact to read and do it. They should think: “Oh no – I forgot about that. Let me send it before I forget.”
- Confirm an appointment. In my first sales job, my boss told me to never confirm an appointment. “Go there and force them to throw you out.” Well, times have changed. Don’t waste your time unless they want to see you. Using text to confirm appointments is polite and could be a great way to start your texting relationship.
- The intentional unintentional text. I give all credit to Larry David and the writers of Curb Your Enthusiasm for this idea (watch season 10 to learn more). Also, I admit that this idea is too bold for me to use. However, sometimes desperate times call for desperate measures. When you can’t get a customer to respond after several attempts, send them a text that was obviously meant for someone else. For example: “Hey, I’ll be home after 7:00 – helping a customer. Can you pick up Max from basketball?” When they reply with “I think this was meant for your wife/husband”, simply reply with “Sorry about that – thank you for letting me know.” Don’t bring up work. They may reply with: “Call me tomorrow about the proposal.” If they don’t, that’s ok, but it’s worth a shot.
Ready to take your client relationships to the next level? Start incorporating these text messaging techniques today and see how it transforms your sales interactions!
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