Another day and more pointless approaches from people on LinkedIn...

I would like to talk to you as we have helped similar businesses in your sector to reduce costs and reduce project timeline without compromising on quality. Company name manufacture and source furniture and fixtures, provide installation, fit-out and maintenance services for interior environments like yours. It would be good to discuss how we can help you on your projects. When would be a good time to call you?

Thanks Rorie for connecting. I hope you don’t mind me asking, have you ever thought about running your own estate agency…

I don’t want to pick on the senders of these two messages (they’re only trying to do their job) but they are wasting their time with this approach.

I guess there is a chance I am sourcing furniture or thinking about starting an estate agency today but the chances are very, very small.

My first Top Tip is therefore…

1. Sell To Needs

Even a cursory review of my profile will show that I’m a Founder, jobbing Interim CTO, Author (The CTO ¦ CIO Bible is available here) and inventor of the non-gender specific pronoun SHe (OK that isn’t obvious from my profile). Even if the company I’m working for is buying office furniture or whatever I wouldn’t be responsible for it and I’m sorry but the harsh truth is that I’m too busy to do stranger’s business development for them by forwarding unsolicited messages to people who may actually be interested in what they are selling. Think about what I might want/need. I get a lot of off shore development companies approaching me and that’s fair enough…that is a service I am potentially interested in (I know I’m going to regret saying that…) The numbers will stack up if you mass email people with generic “interruption” marketing messages but make sure you are selling to needs if you contact people 1:1.

2. Personalise

If you are contacting people 1:1 put some effort it and do some research about the person you are contacting. A bit of transparent flattery always works and is a good ice breaker…

3. Answer What Is In It For Me?

To get someone’s attention you need to tell them what you offer, why they should trust you and answer the question “What is it for me?”…all within 5 milliseconds ideally…

4. Exchange Value

Sales theory says that we’re psychologically predisposed to reciprocate if people give us something (even a coffee or a pen) so try to give someone something at least interesting or useful when you contact them…people are much more likely to engage with you if you start the relationship by helping them in some way…

5. Keep It Brief

Everyone is very busy these days so don’t send long messages. Keep it succinct and punchy. You are only trying to initiate a conversation at the end of the day…not close a deal in the first contact…

Good Luck

Business development is very hard these days and these tips are offered constructively in good faith to help people who are only trying to do a difficult job well.

All the best with it and did I mention you can buy my book on Amazon ha ha ?!?

The CTO ¦ CIO Bible

The CTO ¦ CIO Bible book is available in
paperback and Kindle formats

Available in paperback and Kindle

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