People buy from people they know and like.
In the age of data and predictive modeling, you’d be doing less ‘knock on the door’ sales and more ‘contextual’ selling. You could be precise; your message might resonate. Data & Signals are beautiful. But, your prospect is more than a collection of signals and intent. She wouldn’t appreciate that you magically drop down from the ether when she is researching about your product.
You’ve invested in the state-of-the-art marketing automation system. You have the most sophisticated email cadence system that does not let a lead go cold. You’re always on top. You track every move.
You’re obviously more confident than ever when approaching a prospect.
The truth is, your confidence in the data you have about your prospects does not translate to a shared warmth between you and your prospects. It’s earned over a period of time and certainly not because you know a creepy lot of details about another person.
Enter relationship cadence.
Unlike software tools that allow you to schedule and quasi-customize your follow-ups, relationship cadence is about maintaining a rhythm of ‘touch-points’ each leading to incremental familiarity, acquaintance, warmth and may be, friendship.
Use the signals that data throw. Use the tools that allow you to be efficient. But none of them is a replacement for the relationship cadence that you orchestrate.
Don’t have the time for it?
I’ll leave you with a cartoon strip.
Your prospect might need you badly. But if they don’t know your first name, you’re that crazy salesman, who shows up at unwanted moments!
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