Email is the New Gatekeeper & Other New Business Challenges

We were with a new client recently kicking off a program and I wanted to share a few of the new business challenges they’ve been facing.

I’m guessing you’re experiencing one if not all of them currently.

Marketer Tenure Is Non-Existent

This is not new, but at least for this client, it seems to be getting worse. The revolving door does nothing to help your new business efforts-or does it?

Ultimately, a relationship (however basic) is what you want in a prospect in order to make them a future client.

But you work with the cards you’re dealt.  A few tips on how we’ve dealt with it:

1) Probably not surprising, but don’t initially jump all over this new person with calls and emails if they’re brand new. Everyone else is doing that.

2) Give it at least a week and drop them an email with a congratulations.  Mention that she/he is probably flooded with emails, but you’ve done your homework and think you may be able to help. Also mention one or two noteworthy clients and a result of the work you’ve done for them (e.g. x% increase in sales). Keep it short and respectful and then gently stick with them.

3) If you got somewhere with the person in the previous position, for example traded brief emails of had a brief call, but didn’t get that first meeting yet, you may want to mention that.  I say may, because that new person could want everything to be shiny and new, not to mention entirely their own.  Bringing up the person in the previous position may have adverse effects.

They Don’t Know That They Don’t Know

Per our client, the latest crop of marketing managers could be much more effective, but they don’t have the experience/chops to realize it. This is a tough one. If it’s really the case, you obviously can’t point this out to them.  My thoughts:

1) First and foremost, make it about helping them.  Don’t be overly-critical.

2) You can, in a respectful way, point out you had a client in a similar situation, and while what they had was fine (or whatever adjective you want here) you were able to (insert result here.)

3) Point out you would welcome an initial conversation to gauge how you might be able to do the same for them , especially if the client you mentioned is well known and may make an impact.

Email Is The New Gatekeeper

These days email is a/the main artery to your prospects, and it’s undeniably tough.  Breaking through via email could be the sole subject of several posts and I’m sure you’ve ready many.  But reminders never hurt:

1) Keep it brief

2) Keep paragraphs to 2 sentences or less.

3) Cut to the chase quickly.

4) Treat them with respect.  Be informal but not too familiar.

5) Avoid pushy sales language.

6) Keep subject line brief and to the point, don’t try to trick the prospect into opening it.

If you’ve had a recent experience with one of these three challenges, we’d love to hear about it in the comments.