If your game of phone-tag seems more like hide-and-seek, then it’s time to change the way you communicate with your customers. In a recent press release, Experian Marketing Services indicated that 27% of time spent online is at social networking sites. An earlier Experian study indicated that social networking now accounts for 15% of internet visits in the United States. Social networking is no longer new, it is the norm. Prospects are less responsive and quick to dismiss salespeople. They have several other people competing for their time and attention.

The noise level has never been higher. We teach salespeople that fewer things are more powerful than being at the right place, at the right time, with the right solution. The same logic applies to customer messaging. There are fewer things more powerful than communicating the right message, the right way, at the right time. Where are your customers spending their time?

Customers are picking up the phone less, but clicking their mouse more. For your message to stick, you must tune to the channel your customers are using. The methodology for creating that message has not changed, just the delivery. Your message still needs to be compelling, unique, and different.

Author byline: Paul Reilly

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