• Don’t insist on a long message on your voice mail. Just say, “Thanks for calling, we’ll be back to you promptly, please repeat your number twice when you hear the tone.” No one cares where you are, that you believe their call is important, or what your “thought for the day” is.
• Your home page should provide two things prominently: What’s in it for the buyer (typical client results) and who says so (testimonials, including video). You don’t need half your home page taken up with subscription offers, three photos of you, or your calendar.
• Reply rapidly. There is no earthly reason, no matter where you are on that earth, not to return email messages within a day. If you’re not overseas, there’s no reason not to return phone calls within three hours (I do so within 90 minutes).
• Your signature file shouldn’t contain 12 different fonts, 9 different colors, and 4 different sizes. It should professionally promote your value, not explode like a dynamited finger painting.
• Blog frequently if you choose to blog at all. When the last posting is two weeks old the visitor concludes that you don’t have much to say, have amnesia, or have passed on.
• Don’t confuse social media for business media. If you’re a consultant in the corporate marketplace (as opposed to retail, individual sales, such as real estate) understand that every intelligent survey and piece of literature points our that corporate buyers base their decisions on referrals and recommendations from peers who have used the resource.
• In person, act like a peer. Dress well, use professional and sophisticated language, don’t arrive as a pack horse with six bags, don’t use technology in someone’s office when a discussion would suffice, and offer value not a “pitch.”
• Cite the results you’ve generated for others with examples, and stay far away from methodology.
© Alan Weiss 2013