Feb

When to change communication channels

: Image via Wikipedia

Today there’s a great post on Mashable about the five levels of effective communication in use today.

These go from the public reply, through the direct message, email, phone and in person.

Nothing stunningly new there.

But it did lead me to think about which channel to use for which stage in your business development pipeline. Obviously the quick and easy ones which are not time-dependent are the top level email / direct message. Timing a phone call or meeting needs organisation (sometimes by both parties) and certainly within the confines of the working day hours.

As you refine leads through to proposals, be careful about when you use the top level messaging. I was challenged recently by a colleague that a meeting I set up for him to scope a proposal was not ‘market ready’. I had believed it fully qualified and therefore worthy of a face to face meeting. When he got there, his view was that it wasn’t – and the client didn’t buy the proposal we wrote proving his POV.

The rules aren’t fixed, but in general early stage business relationships can be built by email and direct messaging. Later stages require face time either on the phone or in the same room.

Times when an early meeting can build a relationship

I was once on holiday in Shipley, North Yorkshire UK and drove past the offices of a company I was aware of and wanted to do business with. We’d exchanged emails and they were on our newsletter list.

I looked up their phone number and called, asking to speak to the MD. I left a voicemail message saying I was in the area, had just driven past their red front door and could meet him the following day if he had time.

My bold move may have put him off initially because he didn’t return my call and we didn’t meet up the next day.

But when he was next in London, he made a point of arranging to come to our office for a chemistry meeting and later we worked together on two big projects.

I am certain that work came about sooner because I provoked his response by trying to meet earlier than normal. But, remember I had an ‘excuse’ ready (I was in the area) and you do take pot luck on a senior decision maker being available at short notice on this type of strategy.