To Text or Not to Text...That is the Question?

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Earlier this week, I had the privilege of speaking with a group about integrating "new technology" with what they are currently doing. As I walked into the room it was easy to see why I was there. Half of the group had been in business for 20+ years and the other half had only been out of college for a few years.

As I introduced myself to the group, I asked them "At the end of the day, what would you like to get out of our time together?" The answer was predictable...

"Jason...over the past few months we have discussed a number of ways to reach out to our client base and we keep hearing words such as "social networking" and "text messaging". Now, I grew up following the basic framework for networking and it has worked very well for me throughout the years. At the same time, our younger team members are saying that we should be on Twitter and LinkedIn. Which way do you think is the most effective way to connect with clients?"

My answer to them was we must utilize BOTH!

This is not an "either/or" scenario. The basic structure for networking and building relationships is not sacrificed for the implementation of the "new stuff"!

When it comes to reaching out to clients and staying connected with them, we must search for what they respond best to...not what we feel is the most effective.

Yesterday, I was following up with a number of individuals and I used nearly every system possible. I sent a text message to one gentleman, I "Facebooked" a lady that I spoke with the day before, I responded to another customer via email, and called a friend of mine regarding an interview we had that afternoon. The reason I didn't just send an email to each of them is because I had identified the most effective way to communicate with them, as individuals. The fact is, that as individuals, we all have our preferences and to be relevant we must identify what our customer's preferences are. To identify these preferences we simply ask, "What is the best way to get in touch with you?" This question not only allows us to become more effective in our communication but it also makes us more credible. After asking that question I will also follow up by searching for them on Twitter, Facebook, and LinkedIn. The reason we do this is to make as many connections as possible. If we are friends with a prospective client on Facebook, connected with them on LinkedIn, and following them on Twitter we will beat out the competitor that is simply emailing them.

A while back we were doing a program and we had an experienced sales manager ask, "Texting is so unprofessional! I would never text a customer! What could you possible gain by doing something so impersonal?" As my dad was in the front of the room, he called on me to offer my feedback "Jason, everything else being equal, if you were trying to decide between working with a sales rep that text messages you and one that only wants to talk on the phone...which one would you choose?" I quickly responded with "the one that text messages me, without a doubt!"

On the same note, I did a program for a group of college seniors and I was talking about the impact awareness can have in the interviewing process. As I was encouraging them to become aware of what is in the interviewer's office, I used the example of looking for stationary. If an interviewer has stationary in their office then that means they probably place great emphasis on hand-written notes. So, when you get home write them a hand-written thank you note to show your appreciation for their time. Before I could finish my sentence, a young man chimed in and asked "Jason, why can't we just shoot them an email saying thanks?!" While respecting the young man's curiosity I said, "While an email may be appropriate, it may not be the most effective way to say thank you! If we want to be successful we must be outwardly focused....we must identify their hot-buttons" The biggest inter-generational struggle we face, as a population, is being able to adapt to those different than us! As a young sales professional, when I am selling to a more experienced veteran I must adapt to them. Everything we do that illustrates our differences will be reasons for the sale to come to an end.

In sales, we may be neck and neck with a competitor. We sell the same product, at the same price, and we both offer similar perks. The only difference is that our competitor will only talk business on the phone, yet we are willing to use text messaging and LinkedIn if that is what the customer responds to. In this scenario...Who do you think wins the deal?

The exciting thing about sales is that no two situations are the same. One day we may be selling to a VP of Sales that has been in the industry for 35 years and the next day we may be selling to a 24 year-old purchasing agent. The key to being successful in such a diverse industry is to carry as many tools in the bag as we can...and own each and every one of them!

Who's going to win, a professional golfer with 14 clubs in their bag or an amateur carrying one club that they hit really well?

I encourage all of us to have the following tools in our arsenal...

- Text Messaging
- Smartphone or PDA (emailing purposes)
- LinkedIn Account
- Facebook Account
- Twitter Account

From: Jason Jacobus’s Blog, Thoughts of a Young Gun

Comments

0 #12 Jeff Solomon, MAS 2009-05-29 07:42

Yes...the point that is being made in the article is that you need to be flexible and open to communicating in the way that your client prefers.

0 #11 Kimberly Villa 2009-05-29 07:02

I find it interesting that the conclusion is that if you are proficient at texting, you lack verbal or written communication skills. I consider myself a great communicator. My children are great communicators as well. Yes there are some who can\'t write or speak that text. Just as there are those who can\'t write or speak that don\'t text.

And by the way, if you read the entire blog article, you will find that the author suggests bending your communication method to your client\'s preferences.

It\'s Friday, I have a few handwritten notes to write and put in the mail.

0 #10 Francey Nathan 2009-05-28 18:01

With all due respect to everyone on here, regardless of his/her age, isn\'t it up to the client as to how he/she wants to be communicated with? I, too, would never text a client, unless specifically asked to do so.

0 #9 Carl Deutsch 2009-05-28 10:41

The whole texting thing has gotten out of hand. Due to the absence of voice inflection, there is too much opportunity for the receiver to misinterpret the meaning behind the words of the sender, particularly when there is any emotion involved. I\'ll take the telephone any day over texting, (and email for that matter) unless it is to convey strictly objective info--who, what, when and where.
With the first wave of heavy texters soon to enter the work force, I shudder to think what the world will become when nobody talks to each other anymore, and the ability to actually carry on a conversation is slowly diminished.

0 #8 Kristi Yarbrough 2009-05-28 09:36

I would never consider texting a client. To me that seems rude. I text a lot, but never a client. I always call or email. Usually a phone call, followed with the information I promised them by email.

I do have a few \"friends\" on Facebook that have turned into clients and we may communicate some via Facebook private messages concerning an order or quote.

0 #7 Kim Johnson 2009-05-28 09:32

The next generation lives in texting, but how about their verbal communication skills? Communication methods may change, but people still need to carry on a meaningful conversation...using WORDS.

0 #6 Skip Mays 2009-05-28 08:52

Ref: Text Messaging:: I am sick of hearing how \"out of touch\" I am with respect to my lack of use of text messaging or social networking by so-called media gurus. I have a personal client base of a couple of dozen good clients who provide me with seven digits of profitable business. Of these clients, there is perhaps one (ONE!) who will even acknowledge use of text messaging, and that\'s from her kids. Will this change in the future? Perhaps and probably, but don\'t tell me I\'m some sort of dinosaur because I don\'t have a Facebook Account or Twitter incessantly. I will change my communication channels as my clients change theirs.
At present, a significant amount of my client communications is via Email, and that is driven by my clients, not by the popular culture. My limited experience with those who routinely use text messaging is that sadly those practitioners tend to have limited verbal skills and avoid any form of verbal or extended written dialog.
Perhaps when the text messengers have control of the corporate checkbooks I will warm up my thumbs.

Regards,

Skip Mays

0 #5 Kimberly Villa 2009-05-28 08:47

I don\'t text everyone, but there are some clients and suppliers I will text. If someone needs to get info to me, I prefer a text. I want to say it\'s a generational thing, but that isn\'t always the case. I have plenty of friends around my age (37)who are so put off by texting. Yet older friends and family who know how powerful and easy it is.

Plus, I think that when you text or use social media to communicate with your clients, it makes the relationship more personal.

0 #4 Dave Gelles 2009-05-28 08:00

I never considered texting. It makes some sense though...with your clients permission. Times are changing.

0 #3 Earl Esson 2009-05-27 20:59

This is a pretty eye-opening article. Thanks!

0 #2 Shannon Brown - Logo a Go Go 2009-05-27 17:36

Hum...I have to think about this, but it does kind of make sense. E-mail boxes are full and sometime our clients don\'t answer their phone.

0 #1 Robert Jackson 2009-05-27 17:12

Wow! What an on target piece! I never thought that my clients may WANT to be texted. That seems so personal to me. BUT this is a new age and I am working with some new, younger buyers who may prefer this method of communication. I guess you just have to ask.

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