Three Steps in a New World of Customer 2.0
This is a new world, people! You know it and I know it. So challenge yourself to act in new-world ways with new-world technologies. We don’t have to throw out the lead gen mold… but we do have to re-shape it to reach Customer 2.0. What I mean is, the new customer is not waiting for your phone call. She is connected, educated about her options, and VERY busy.
In order to really make a difference in this new world, try adopting these three steps:
Connect: How am I connected to the person I am trying to reach? Or how is this person connected to me?
Listen: What is going on with this particular person or company? What relevant information can I bring to the phone call or email to make it actionable for that person?
Engage: What business driver, movement and metric can I illustrate that will get me to the next step?
Nowadays, it takes a toolbox to make a connection. For a single point of contact, you might use marketing automation, social media (such as Twitter, Facebook, LinkedIn), Workstreamer Plus, ShadeTree Technology’s Incite2, and some good old-fashioned name-dropping.
As an example, here is an email that met my goal of re-engaging a contact at ABC Software.
“Joanne, Mark Woodford, whom you worked with at Fake Company, suggested I give you a call. I’ve been following your business on Workstreamer, and I know it’s imperative for your company to have strong financial results immediately. Recently, I heard that ABC Software acquired Pretend Solutions. Pretend was one of our existing customers. In fact, we set an appointment with the Chief Security Officer with the Department of Defense, which then initiated the fastest deal ever for Pretend, resulting in millions of revenue to date, AND, it became, and still is, the largest individual Security implementation of its kind in the world. ABC Software bought Pretend because of their footprint in the government space. ABC Software is counting on its products to achieve your objectives, and I have some ideas that can shorten time-to-profitability. I’d like to open up a chat with you. I’m available on Wed, Aug 11, at 11:30.”
Can you identify the three steps? Connect. Listen. Engage. Now look for those three things in your own points of contact. It’s still not smooth sailing, but you might find that it’s an easier way to navigate this new world of Customer 2.0.
