Estimated reading time: 3 minutes

It’s Only Common Sense: What To Do When They Won’t Answer the Phone

This week, I put together some ideas based on some recent Rep 1:1 calls where there was a lot of talk about reps not being able to reach their customers, especially their target customers, no matter how hard they tried.

This can be frustrating, but we are salespeople, so if we are determined and creative, we will find a way. As my mother used to say to my father when they were having money problems, “There is always a way.” They always found a way, and their problems were often more serious than a salesperson trying to get through to a potential customer.

When you’ve exhausted the usual channels—emailing, calling, texting—it’s time to think outside the box. Here’s a step-by-step strategy to break through the noise and capture their interest:

1. Research Reasons They Should Take Your Call

• Understand their pain points: Dig into their industry challenges, trends, and specific needs. What problems are they trying to solve? Tailor your messaging to address those issues.
• Study their behavior: Look for clues on their website, social media, LinkedIn posts, or press releases. Are they launching new products, expanding into new markets, or focusing on specific technology?

Leverage mutual connections: Identify any shared contacts who could make a warm introduction.

2. Get Creative by Using:

• LinkedIn outreach: Send a personalized message highlighting your solution. Engage with their posts to build familiarity.
• Direct mail: Send a package—a sample PCB, a creative mailer, or a letter—that demonstrates the value you bring. A tactile piece can stand out in a digital world. Send a letter in a $3 USPS envelope that looks like an $18 FedEx envelope. Handwrite the address and mark the envelope “personal.”
• In-person networking: Attend industry events, trade shows, or local meetups where they might be present. Meeting face-to-face often opens doors.

3. Personalize Your Approach

• Craft a unique value proposition: Highlight how your solution saves them time, cuts costs, or enhances performance better than competitors.
• Create custom content: Develop a short video, case study, or infographic tailored to their specific application or industry.
• Solve a problem: Offer a free consultation, a demo, or a prototype that addresses a key challenge they’re facing.

4. Partner With Their Peers

• Case studies with similar customers: Showcase how you’ve helped companies in their industry or a similar-sized industry.
• Referrals: Ask satisfied clients in the same sector to recommend you. Hearing from a peer carries weight.
• Collaborate indirectly: Offer to present at events they attend or co-publish content in industry publications.

5. Go Beyond Selling

• Offer insights instead of a sales pitch: Share industry trends, regulatory updates, or new tech developments relevant to them.
• Build a relationship: Engage with them as a peer rather than a vendor. Start a conversation around their challenges without pushing your product.
• Offer a partnership: If they are a CM, offer to trade leads with them. Tell them about your Total Concept (Fab and Assembly) offering to your customers and offer them business. Who can refuse that?

6. Be Strategically Persistent

• Schedule follow-ups wisely: Space out your attempts, and change your approach each time—email, LinkedIn, direct mail, and so on.
• Ask for feedback: After a few attempts, send a polite message asking if they’d prefer not to be contacted. Often, this can lead to a response.
• Be respectful: Persistent doesn’t mean pushy. Show that you value their time.

7. Know When to Take a Break

If all efforts fail, step back and revisit the account later. In the meantime:

• Keep an eye on their activity: Monitor for changes—new leadership, expansions, or public announcements.
• Indirectly nurture the relationship: Continue sharing relevant insights through newsletters, social media, or their preferred channels.
• Focus on solving their problems: The customer does not care about what you are offering until it is something they need. When you finally get in front of that customer, probe and listen and then hear what they have to say. If you listen carefully, the customer will tell you what they want and exactly what you must do to win their business. Every. Single. Time.

 It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.