Here we are at Step #5 of your outline to cultivate new relationships with architects.
Here’s what we’ve covered so far:
Be sure to re-read them if you need a refresher.
Today, we’ll talk a bit about your follow up with your ideal prospect, “The Architect,” and the other connections you’re making…
Continue to deliver value
Once you have your prospect’s attention, don’t squander it.
(The Architect can quickly forget your awesome presentation. Especially, if she’s still got others to see. Or a lot of work to do once she’s back in the office catching up…)
After your engaging presentation at the trade show in Step #4, I’m sure you got her contact information. Right?
Of course, you did! That was the whole point!
So, with that email address in your hot little hands, send her whatever tool or report you promised in your talk. (The one that convinced her to give you her e-mail.)
Do this within a week.
Better yet, if possible, you could even start the follow-up the same day. With a texted link to the report. Or an email.
And remember, keep it all about the value you’re providing at this point. Do NOT start selling your product or service. Or try setting up a meeting to talk about your company.
That will come later. For now…
Just. Deliver. Value.
Gentle persuasion
Also, in your follow-up, be sure to thank her for attending. Let her know you appreciate it and open the door for any questions she has.
Then, provide even more value. Share a relevant article you saw you think might be of interest to her.
It doesn’t even have to be your article…
Sharing knowledge from another source shows you’re truly looking to provide value.
It shows you’re keeping current with the latest information about your market.
Leave The Architect thinking, “Maybe this helpful soul can be a trusted resource for my questions…”
Want a successful example I just experienced firsthand?
A consultant had attended a seminar on some recent code updates that were relevant to our firm’s projects.
So, he sent me and a few others in our office an email to share the presentation slides and his notes.
His firm had been trying to align with our’s for over a year to partner on a project. This simple gesture showed he was thinking of us.
And it opened the door for another lunch together.
Which opened the door to a new project together.
All from a quick two-sentence email sharing knowledge he’d just gained.
Do I believe he was only thinking of me?
Of course not. He most likely sent the same email to ten other firms he’s trying to work with.
But this simple, straightforward approach worked for him. And it can work for you too.
Your main goal at this point is to use what Gary Vaynerchuk refers to as “jabs.” You need to give, give, give and then you can ask.
In the next step, we’ll look at continuing to build up your role as trusted advisor.
Until then…
Make it a great marketing day,
Neil