Why you need to establish 'Know, Like, Trust' to do business
People do business with people. People they know, like and trust.
And we all know that trust has to be earned, and that it doesn't happen overnight.
Today I received a new business approach that went like this...
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Hello Luan,
We're a relatively new but small web design agency in London and we're looking at forming partnerships with likeminded businessmen in the London area.
If it's something you're interested in looking further into please don't hesitate to email me back.
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Not the best start - I'm female and I'm not based in London. However, not wishing to dismiss a possible opportunity I sent a short reply.
The next response...
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Hello Luan,
Thanks for your email
Would you be interested in some percentage by putting web work our way?
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This wasn't going well. Straight in for a close... business isn't that easy!
I still know nothing about this organisation and they know nothing about me. I'm not going to refer any person/business without knowing anything about them. In fact I don't refer anyone I haven't personally tried/tested. After all, a referral reflects back on my own credibility.
I couldn't help but reply again, trying to offer some constructive comments. The final response...
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Luan,
That's fine and I am sorry if I have addressed your incorrectly. I thought you had already checked our business website.
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Assuming that I had done the work to visit the website and work things out for myself - er!
Of course, I had taken a look at the website. No about us section, no news, and social media links that led to er, no content. Amazing that they had over 700 likes on Facebook and over 600 followers on Twitter (following 26), er again.
Social media is an excellent channel, but it needs to be used properly to send the right signals of credibility. There's absolutely no value in purchasing likes/followers!
It also doesn't take much to spend a few minutes researching and personalising an opening contact - whether that's a LinkedIn connection request, InMail, email or telephone call.
I love it when someone shows that they have looked at my website or tells me how they heard about me (I bet this 'businessman' hadn't spent a minute checking out my online presence) It makes me smile and respond quickly. The relationship has got off to a good start. And good business is all about relationships, and good rapport.
What's worse, this 'salesperson' is probably reporting metrics of how many people they have made contact with; suggesting that the database is poor, the excuses could go on.
The upside of this email exchange - a great case study of 'what not to do'.
CIM Diploma in Professional Marketing Graduate
10 年Very interesting insight Luan. Amazing how far a bit of research can go!
Supporting Leaders to Solve Social Media Marketing Challenges | Chartered Marketer, FCIM | Strategic Consultant | Practical Team Training | Event Speaker | Author | PhD Student
10 年Thanks Jonathan and Lee for your feedback :)
Cost-effective Lead Generation for B2C companies through valuable, local, monthly printed publications. Grapevine Magazine & Valley Life Magazine Directories in Calderdale, Kirklees and Bradford
10 年Nice piece Luan. The amount of times I get calls with, I've had a really good look at your site and think we have a perfect complement for your web design clients. Never done website, possibly never will. Lazy salesmanship!
Creative B2B Marketing specialist | Business builder | Motivational team leader | UK & international experience | Commercially focused | Helping unlock what a company does brilliantly | Ideas man
10 年Hi Luan Wise - it is always refreshing for me to encounter some sound, pertinent and relevant advice for any would be marketer or salesperson, digital or otherwise. And this is just such a piece; I believe it is an absolute truism that so many of the 'no brainers' that so many of us know and use to great effect still reamin 'lessons to be learned' for many. This post hopefully will remedy one case!