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The Manners of Business Conversation
By Joyce McKee | July 11, 2008
It all starts with a conversation.
Every budding friendship includes conversation as an important contributor toward its success. That holds true for business relationships as well. In today’s world the “form” of the conversation can take on many aspects - a direct mail piece, an internet query, a networking opportunity and of course attending a trade show.
The Road to Becoming a Customer
The road from starting a conversation to securing a solid customer involves many, many steps. Potential business-to-customer relationships can be lost due to the lack of structured discourse leading to mutually beneficial relations. Think of it as a social round robin of duties to perform.
Since this blog concerns trade shows, I want to focus attention on conversations that are initiated on the trade show floor, at the opening reception, or over a banquet meal. How prepared are you for the numerous conversations required to “cinch” the deal? It’s a matter of social and business necessity to be acquainted with the multi-faceted tiers of conversation required to secure the client.
Chief among your duties toward that end is follow-up. In your various conversations, expectations have been set by you to the potential customer, and some form or other of follow up is implied - in fact required. It is a business courtesy. Yet it is follow up (or rather the lack of it) that is the one and very significant action that always falls through the cracks. Nothing says more about your business savvy and consideration than your ability to meet your obligations toward the budding business relationship.
You have had a great conversation and implied that you would send a brochure, a white paper, a note, give a call, or get in touch via an email or even a text message. But it too often never happens. And how does that make the potential customer feel? Most likely their opinion of you has dwindled markedly. More than likely you will not be able to recover their good graces based on that early disappointment.
I have heard many times that customers who have been promised some sort of communication and did not receive it feel - “if they treat me this way now, how will I be treated if I become a customer?” It’s called “being let down.” Nobody likes it in a relative or friend, and nobody likes it from a potential service or product provider. They don’t want to be your client.
Keeping the Conversations Alive
It takes personal responsibility to ensure the words and commitments you make are actually fulfilled. So here is the catch-phrase: MEET YOUR OBLIGATIONS. It’s tantamount to writing a thank-you note to a host, and just plain good business manners. By meeting this obligation you earn the privilege of pursuing the contact toward becoming a valued customer or advocate for you and your product or service.
So be aware of good business manners. They will pay off in gold.
PS Check out the video on the right to understand my next Big Idea!
Until later…
Topics: Trade Show Talk |
July 11th, 2008 at 3:39 pm
I have to agree followup is lost many times due to poor business habits. I written and article on using a simple memo pad can help improve sales
http://www.mbd2.com/forum/articles/index.php?option=com_content&task=view&id=30&Itemid=84
Plus their is another article about a call script
http://www.mbd2.com/forum/articles/index.php?option=com_content&task=view&id=153&Itemid=84
Hope that help people
Dale
http://www.GrandOpeningHelp.com
July 12th, 2008 at 7:42 am
Hi Joyce -
Good article!
Many of us tend to think of follow-up as hounding people, but the truth is that you’re right. Doing it demonstrates a level of professionalism that sends a message (or doesn’t, as the case may be).
Love the way you start of chain of directing viewers to take actions by doing the next small task on your site. Very effective!
Looking forward to more.
Gary VanAntwerp
July 14th, 2008 at 10:06 pm
hi Joyce, another good post. Follow up is all to often overlooked after the trade show, but if you don’t call your prospect, they won’t call you! I like the idea of thinking of it as business manners - like writing thank you cards and saying hello in the morning. When you make a contact at a trade show and tell them you’ll call them, it is bad manners not to follow up on your word. BTW, I’ll be back (to quote The Terminator). I give you my word! ~ Steve, Pinnacle Trade Show Displays