091508 Tailored Approach

In which we learn to open communications with prospects using something THEY are interested in. So, my first child is at college now. First year. Good news and bad news. I haven't heard from him much. He doesn't return my phone calls. Doesn't reply to my text messages. Doesn't write back when I email him. (Not that I've tried THAT many times.)

I’ll admit: It stings a little.

I wonder: How come he isn’t writing back? At least, "got ur mssge am ok." And, I’m thinking, “If you told me more about what you’re up to; I could share more ideas because I have experience…. "

Obviously he wants the space. And, obviously, my thoughts are normal. [Well, most of them are normal, and I’m seeking professional help for the rest.] And a LOT like working with prospects. [I’m seeking professional help for that, too.]

We think our prospects should talk to us because we could share ideas, and we could help them see things because we have experience. But, they don’t call back, they don’t write back, they may start a conversation and let it die and we wonder what happened. (Roland, are you reading this?)

And the reasons? Same as with my kid. They want the space. They don’t want our experience at that point. They’re working on their projects, handling their own issues, working toward their objectives, not necessarily thinking about us and they don’t NEED anything we can provide.

So, I’m told that, if I want to attract my son’s attention, I need to lead with something HE is interested in. There are some “universal needs” like money and food. I could use something like, “Son, it’s your old man… yeah, yeah, everything’s fine…. Say, I’ve got a wad of cash here with your name on it. Any chance you’re free for lunch next Monday?” (Two universal needs at once! Pretty good, huh?)

And I’m reminded that each kid and each week are different, and I’ll do better if I tailor my approaches specifically for what’s happening in my kid’s life at the moment (assuming I can find out what that is).

Same with prospects. If we want to attract their attention, we need to lead with something they’re interested in. And, while there are some “universal needs” like boosting revenues, reducing costs, or reducing risk, each prospect is different and we’ll do better if we tailor our approaches specifically for what’s happening in their lives at the moment (assuming we can find out what that is using information from First Research, company web sites and public information, and conversations with gatekeepers or others inside our target companies).

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