“Gravity. It Isn’t Just a Good Idea. It’s the Law.”
Gerry Mooney coined this tagline in 1977 and immortalized it on his cult-classic poster of an apple bouncing off Sir Isaac Newton’s head.
The law of gravity applies to sales just as much as it does to apples falling from a tree. Like gravity, an effective sales approach is a force of attraction—it draws prospects to your product or service. Unless you defy the law. Here’s an example from a mail piece I received recently.
The letter was from a financial adviser I don’t know. Inside the envelope was an informational piece about asset allocation in a financial portfolio. The adviser’s photo and contact information were printed on the piece, and next to his photo the adviser had written: “Congratulations on your award. I thought this article might interest you. I will follow up next week.”
This adviser deserves credit for proactively seeking out prospects, but his approach failed. In sales, as in physics, you can’t defy gravity: it’s the law. Here are three simple adjustments to turn a gravity-defying attempt at prospecting into a force of attraction.
Have a Clear Purpose//A handwritten note of congratulations is a considerate touch and an effective opener. The adviser’s note just didn’t have any connection to the asset allocation piece, and the piece had no connection to me. The communication lost its force of attraction. A simple card or separate note of congratulations would have been more effective as an initial approach.
Be Helpful//The adviser doesn’t know me or anything about my interests. What made him think the asset allocation piece would interest me? Do your homework and find out about the prospect and his or her company, and don’t push too much information too soon. A relationship-building approach might be, “As you explore financial options as a business owner, I’d be happy to be an information resource for you.”
Communicate a Meaningful Follow-Up Plan//The adviser’s note said, “I will follow up next week.” Follow up on what? Open the door to getting acquainted with a local prospect by requesting a time to introduce yourself informally and in person. If your prospect is involved in a local chamber of commerce, professional association or civic group, suggest meeting and introducing yourself to your prospect at an upcoming meeting. It’s a low-key way to establish a connection.
Gravity always pulls; it never pushes. If your sales approach is pushy, you’re defying gravity. Use the law to your advantage, then watch the impact it has on your sales.
