I'm not sure what to do with my hands

They’re out there, I know it. I know there are key stakeholders (buyers) out there who are conflicted. They are conflicted because they know there has to be a better way of conducting business than what they have in place today, but they aren’t sure where to turn. What they do know is what they don’t want. They know they don’t want to be harassed by sales people with commission breathe. They know they don’t want to speak with people who don’t listen well and talk too much. These conflicted key stakeholders just want a non-committal business discussion about their issues; not a sales pitch.

On the other side of the buyer / seller dynamic are true business development professionals who are only looking for a non-committal business discussion as well. The process on our side of this dynamic is AKA prospecting. Prospecting is the search for the right person to talk to, at the right company, at the right time, who is interested in a business discussion. It has always interested me that both sides of the dynamic want the same thing but often have such a difficult time connecting. 

While mulling over the intricacies of the buyer / seller dynamic searching for a clever and entertaining popular culture reference to reinforce my message my memory suggested a scene from the *best movie ever made, Talladega Nights. In the scene, while being interviewed for the very first time as a star race car driver Ricky Bobby mentions awkwardly to the reporter “I’m not sure what to do with my hands”

Unfortunately, I’m not sure what to do with my hands is exactly how I have felt far too often while searching for a meaningful non-committal business discussion. To clarify, the purpose of this article is not to commiserate or ask for sympathy. On the contrary, the purpose of this article is to start a conversation on how to more efficiently approach the marketplace. Or as Jerry McGuire famously pleaded with Rod Tidwell “help me help you”  

In my research, I spoke with several current key stakeholders and buyers of outsourced logistics services asking for their input. Each key stakeholder confirmed they are currently bombarded with requests for their attention. They also confirmed that the volume and frequency of these requests have skyrocketed since the start of the pandemic. Fortunately, they also shared what works and what doesn’t for each of them and have summarized them for you below.   

Things NOT to do with your hands

1.     Don’t pitch slap me  

The key stakeholders interviewed confirmed they did not want to be pitch slapped. If you don’t understand the reference, I’ll recommend "Sales Assault: Stop Pitch Slapping Me" by Em Wilson. The article resonated so deeply with my team that “pitch slap” and its variations have become part of our lexicon.

https://www.dhirubhai.net/pulse/sales-assault-stop-pitch-slapping-me-emma-louise-munro-wilson/

2.     Don’t Stalk Me

Let’s be reasonable; the delta between respectfully following up and being obnoxious is significant. Know the difference and be respectful.

3.     Don’t give up so easily

Not responding to a couple of emails and phone calls from you does not necessarily mean "no". It may mean the prospect is very busy and not interested right now but may be in the future. 

Here are few things we SHOULD do with our hands

1.     Send your brochure

Our research group confirmed that if you are able to get a key stakeholder on the phone and they ask you to send them a brochure it is most likely a “soft no” as it’s the easiest way to get off the phone. On the other hand, sending an electronic brochure affords a reason to follow-up and gets your information to them. 

2.     Fill out a vendor form

Generally speaking, larger and mature customers have rigid procurement processes that are required to become a service provider. If you are asked to go through the process do it. Much like sending a brochure, it is effective some of the time but is not efficient. 

3.     Follow up with personalized content

Our contributors stressed that there is no value in getting carried away with personalized content. However, efforts to personalize and stand out are recognized and often rewarded with diligent follow up. 

4.     Find a trusted referral    

Our research concluded that without a doubt is finding a trusted to referral who can make an introduction is the most efficient way to a meaningful discussion. 

Not surprisingly, our research also confirmed there isn’t a single tactic that works all of the time. While a referral from someone whom the prospect trusts is the most efficient way to facilitate a business discussion, even that doesn’t work all of the time. In the absence of a trusted referral, creative and diligent follow up is recommended as the next best option. 

In closing, I’d like to ask those on the buyer side of the dynamic to help expedite the process. For the business development pros who do the work and find creative ways to follow up with you, please tell us something. We would rather hear “no thanks” or “check back in 6 months” than to hear nothing. I promise, if you tell us what you want us to do with our hands, we will do it.