When I first started selling, I sought the perfect formula for a perfect sale. As a process and detail oriented sales person, I needed that reassurance that I was following the appropriate steps to reach my desired outcome. So, in case you are like me and need to follow a recipe, I aim to share the lessons I have learned about the importance of frequent and varied connects with your prospects.

In talking with people in B2B sales, I often hear people mention the word “cold call” with fear and trepidation. Personally, I don’t see what the fuss is – call one is a cold call. Every call after that is relationship building. With this approach, your goal is to make that initial call then build a relationship through frequent connections until your prospect is at the right time and place to change their buying pattern. When I am consulting with our clients I advise them to be in connection with their prospect at least once per week, or once every two weeks, until they have established two-way communication. Following that, the goal should be every 3-6 months depending on the buying patterns of the product you are selling.

Your methods of contact should rotate between various methods. First, you will probably leave an engaging voice mail, then you will send a mailing, followed by another voice mail, etc.  You should have an arsenal of information to send to your client, all in various formats. If you are sending mail pieces, and struggling to grab the attention of the top level executive, you should be creative in the shape and configuration of what you are mailing. This will prevent it from landing in the corporate recycle bin.

Also, don’t be afraid to mail marketing materials in hand-written envelopes with hand-written notes – this is a great way to grab the attention of your prospect.  It is effective to periodically send traditional direct mail to your prospect list, but make sure your list is small enough that you can follow the mailing with other relationship-building activity.  I also encourage our consulting clients to subscribe their prospects to an email newsletter and use that to position themselves as an expert and add another level of connection into the relationship-building cycle.

The important thing is that you remain persistent in your efforts until they give you that first response. Don’t give up when your prospect finally talks to you and has an objection. Ask their permission to keep in touch in case their situation changes, and ask if they would benefit from your monthly informational newsletter.  Continue in your efforts of frequent and varied connects and eventually, when they are ready to make a buying decision, you will be at top-of-mind.

While the majority of my work has been B2B, these methods are proven regardless of what audience you are addressing.  The only variable may be the chosen avenue for your message.  In B2B sales, there is often a smaller group of potential buyers and it is easier to engage in meaningful relationships with these prospects during your sales cycle; whereas with B2C sales you have a broader audience and need to find multiple ways to communicate your message and build relationships on larger scale (and that’s a whole different topic).  But the idea with both is the same: frequent connection, varied approach.

In my next article, I will discuss some of the ways you can add variables to your sales routine to begin building those relationships without feeling like a broken record.

About Sarah Bernstein

Sarah Bernstein is the Inbound Marketing Specialist for RjM. As our inbound marketing specialist, Sarah applies her knowledge of sales process to help customers manage and develop their leads. She brings a wealth of experience to RjM—for the last 11 years, she was responsible for sales strategy, generating leads and soft selling at Bossard North America. Now she applies those skills here at RjM and engages new clients to help spread our mutate mantra.

Over the dozen years I’ve been in MCAN, other members have reached out to me several times for significant help. The issues run the gamut from major changes in agency direction to leadership team issues to financial restructuring to management systems. Sometimes I’ve helped through a series of extended conference calls, and sometimes I’ve driven or flown to another member’s city for a couple days to really focus on an issue.

But I’ve not only been on the giving end. I’ve also reached out from time to time at critical junctures-and the same thing happens. Those who can best help do whatever they can. Some have flown into town to work with me or spent numerous hours in support of our firm. They share their experiences, facilitate discussions with our team, provide objective opinions and insights. They’ve generously shared their insights with me. Shared hard and painful lessons learned. Helped craft solutions to complex problems. Helped see the forest through the trees.

They’ve done all of this without ever asking for anything in return. There’s just a mindset within MCAN. We pay it forward.

To all my fellow MCAN members, thank you!