If you’re a B2B sales person with even a modicum of experience you’ve learned that if you have a prospect or client that is tough to reach, a proven technique is to give them a call during off-hours. Calling them early before their day hits full throttle or calling them after the end of the work day when they are less likely to be embroiled in the middle of a meeting or project give you greater odds of having a meaningful conversation.
If you do reach your contact, he will likely be impressed with your diligent follow up, which raises your credibility in the universe of sales people who are after him. If you don’t reach him – leave a voice mail. He will still be impressed with your diligence. You can’t really lose.
Same rule applies to the days just before and just after a holiday.This is one of the most successful sales techniques, in my experience.
While you may not reach your contact when you do this, you certainly won’t reach him if don’t. As above, the odds are that he will make note of the fact that you are working when most people are not.
If you want to take it to the next level, just make a round of calls to your existing clients – just to wish them a happy holiday.
Some great times to reach out:
- Mid-afternoon on the day before Thanksgiving
- Late morning on the day after Thanksgiving
- Christmas Eve
- December 26
- New Year’s Eve
- January 2
I’m not advocating that you give up all your personal time and work 24/7. I am far from being a workaholic. I think it is counterproductive. Having a balanced life makes you much more successful at your job. What I’m suggesting actually takes very little time. The fact is that you won’t reach most of the people you call – but if you do, the contact may actually have the time to talk with you with fewer distractions.
So if you spend an hour on Black Friday making a few calls – go in an hour late on Monday.
This is about differentiation. I doubt that your competitors are doing this.