About 25 years ago, I read John Gray’s Men Are From Mars, Women Are From Venus – a book about the differences between men and women, packed with ideas of improving communication between the two genders. One of the concepts I remember was about the perception of gifts. Gray claimed that men are emotionally impacted by the value of gifts, and women are affected by the thought of gifts. For example, if a man receives nice card, he won’t really care for more than a few minutes. However, if he receives a new set of golfs clubs, then he’ll be appreciative for months and not need anything else. Gray claimed that women didn’t care as much about the size of the gift. Women appreciate something as simple as a single rose as much as a string of pearls. In conclusion, a man would build a stronger bond with a woman by giving a small gift every week than by giving her a diamond ring once a year but nothing in between.
I think our customers’ stimuli mirror those of women more than men. I think sales people can thrive by making several small but meaningful connections throughout the year with their customers. Especially in today’s world of b2b buying and selling – where it’s practically impossible to get time with a customer – making small, minimally intrusive touches can keep your bond in between projects. And one of the best methods to making these touches is text messaging.
I love texting. I think it’s a quick and easy way to make others’ days a little bit brighter. Although I preach (sometimes from the mountaintops) not to connect with customers and prospects unless its meaningful, text messages are different. They require no work by the recipient; they’re easy to read; and by their very nature they’re brief. I use text messages to wish happy birthdays, congratulate someone about their favorite team’s victory, share an article they may like, and about a thousand other purposes that randomly and spontaneously arise. When something makes me think about someone, and I think it’ll benefit them by sharing, I’ll text them. I send text messages at stoplights, during workouts, while reading or listening to books, and of course – while watching sports.
Like any other method, texting requires sound judgment. Assume your customer has on their ringer; think about their golden hours for receiving text messages; consider time zones and the worst-case scenario for those that travel; and always be smart about the content. If you’re questioning whether your customer will appreciate your text, then don’t send it.
Ok, so the first test for you … make my day by texting me at 321-439-3025 to let me know that you enjoyed this post.