First impressions matter and in the context of business can influence perceptions and outcomes. Irrespective of whether you are introducing your own business or someone else’s, a good first impression goes a long way. There are different ways one can introduce a business and it is essential to understand the advantages and disadvantages of the various approaches. We discuss with David Pace, Business Development Consultant at MYC, the different ways how an organisation can be introduced with prospects.
Physically, in person
This approach is the most traditional introducer method, yet remains highly effective. A business can be introduced during the scheduled meetings or appointments, events, conferences and even on an impromptu basis. Delivering a good first impression means that one will need to have some level of charisma and confidence. When introducing a business in person, one needs to present him or herself well. Doing a good job here requires being well-groomed and dressed, with a solid pitch that is geared to convince in the shortest timeframe possible.
Another approach is introducing a business through email. Although this may be more convenient, it needs to be done well. The reason for this is because business people today receive a lot of emails, a number of which being irrelevant for their purpose and hence treated as spam. This underscores the importance of the email standing out. To avoid having emails automatically re-routed to the spam folder, creativity and good language are necessary. One of the benefits of email is tied to its high conversion rate and relative cost-effectiveness. Although only a handful may engage or react, the effort is still considered to be small. What you have with email is that it is less personal when compared to in person communication.
Introducing your business through phone allows interaction with an individual which may be a bit more personal than email. On the plus side, physical appearance would not matter at all in phone communication unless the camera is enabled. Similar to when introducing your business physically, timeframes are short so one would need to make it count immediately. One disadvantage associated with phone communication and cold calling is the limited accessibility to get through to a decision maker. This makes it harder to introduce the business to the right people. Another disadvantage is tied to the fact that you can only communicate with one person at a time with this approach, contrary to email.
One method of introducing a business is through text messaging. As time progresses, in certain instances text messages are serving as replacements for emails. One of the benefits of text messages is that they can be used to reach large numbers of people. When using SMS campaigns, texts would typically have character limits and it can be more expensive to send longer messages. It is important to keep in mind that recipients are less likely to engage with long messages. In certain contexts, text messages can be better than emails as they are less likely to be classified as spam.
Delivering content through postal mail is another method to reach large volumes of people simultaneously. One of the disadvantages in relation to postal mail is the cost of designing the material and distribution. Considering that a lot of postal mail is ignored, it is necessary to develop an appealing message. There are different ways how promotional material can be made appealing through post. A business can concisely portray its services, together with some offer or incentive to spur engagement. Contact details such as phone numbers, email addresses and social media URLs should feature prominently so that prospects can find it easier to get in touch.
If you would like to learn more about effectively introducing your business to prospects, get in touch with David and the team, and send an email on [email protected]