Through evolution rather than design, we’ve ended up being known as specialists in the creative sector (although we actually serve plenty of companies across almost every other industry).
One of the facets of creative agencies (i.e. branding, PR, design, events, etc.) is that they don’t tend to have a lot of ‘sales’ people, especially in the smaller teams. This is probably why we’ve done so well for such companies in the past, specifically because they see cold channel business development as ‘sales’…
But we don’t.
Our success (over the last 18 years no less) has been down to an approach that is very much against traditional sales styles. There’s no setting of agendas, bamboozling or hard closing. Instead, there is a gentle conversational approach designed to introduce our clients to their prospects and to find out if there are any opportunities to work together (if not in the moment, then at least in the not too distant future).
Once you stop trying to sell, you immediately bring a level of calm that allows the time and space to research, listen and react when in contact with a prospect rather than trying to control a conversation to suit your goals. Our ‘goal’ is to have a good conversation, so as soon as we start talking to a prospect we’ve already won. Now we can settle down and listen to what they have to say.
The next time you gird your sales loins to pick up a phone to ‘hassle’ a prospect, try to set a softer goal. Look to simply make contact (having invested some time to research so that you can discuss their work and the impact you think you can make on their business). You simply want to tell them about the great work you’ve done (and the results it achieved) and how much you’d like to do something similar for them.
Remember: If you don’t rush in waving a sword, no one will put their defences up.
#metaphorswork