The Pedestal Group

I downloaded a white paper today at 2:30.  at 3:01 I had a voice mail from the company “following up on my interest in their white paper”.  Worse?  At 3;45 I got another call from the same guy, same company.  Now, it wouldn’t be so bad if this company wasn’t a technology company but they are.  When I answered the phone as the company name didn’t come up on my caller ID, the sales guy – we’ll call him Mario – said he saw that I had downloaded a white paper and wanted to follow up.  I informed him I had the document in my possession for one hour and hadn’t gotten a chance to open it yet.  To his credit, he said his computer said it was last week but obviously it was wrong so at least he didn’t call me a liar, but still. Really?  I had to hear that excuse?  So then he went on through his script, trying to talk to me about malware.  Except I hadn’t read it so I couldn’t tell him what I thought about things, or what in my business relates to the subject, because I HADN’T READ IT.

So now I’m not as inclined to read the paper.  I will, because I want to see if there is something new out there I wasn’t aware of, but I’m not going into the document thinking either neutral or happy thoughts.  I have a giant chip on my shoulder.  And when the doc tells me all about stuff that has been in the world for months, I will think badly of the company.  Anti-mission accomplished.

Now it just so happens I downloaded a white paper from another company on Thursday.  That company also left me a voice mail today but that was more reasonable since it has been several days.  And her message wasn’t an in-my-face, jump-all-over-it kind of voice mail.  It was a very low-key, “wanted to see what your thoughts were on the white paper”.  Her voice mail made me feel like she actually did want my opinion.  And as the two events happened close together (I picked up the two voice mails at the same time), it was an interesting contrast.

So the morale of the story is, don’t think that because someone downloads your material they “owe” you something.  You chose to put out free information so people who take advantage of it are following your direction.  When you do follow up – and you should – make it clear you want to start a dialog.  Not necessarily sell something right this second because you don’t know what product would be right for them as a client.  In fact, for all you know they need 12 products or services – you can’t tell from a download!  So take the time and build the relationship.  Ask the questions and listen to the feedback.  And for heaven’s sake give the person some time to read the document.  Otherwise, you come across desperate and annoying.

A friend called this week to see what I thought of adding the word process to his tag line.  He has a rock-solid process to help his clients and he is very proud of it.  But as we talked, he realized that there is no way to convey what his process really offers without a lot more words and in a tag line, that wasn’t practical.  The reality is if you check his competitor’s websites, they ALL have rockin’ processes that are going to solve the world’s problems so it was tough to stand out with just using the word process.

There was a time when people didn’t have processes.  Then, it was vital to mention you had one and clients wanted details.  How could you ensure you would be able to replicate your results if you didn’t have a process?  Today, most people talk about a process so it has lost the impact.  Today, you have to illustrate your process differently.

For some of my clients, we design a graphic to illustrate their process.  These pictures convey exactly how the process will repeat the success and are easy to follow.  In fact, I’ve had a couple of clients that when we tried to draw their process we couldn’t and they have gone back and simplified the whole thing!  Another option is to name the process.  Giving it a name gives it meaning as well and also an opportunity to discuss where the name came from, how it works, etc. A third option is to highlight a key step in the process – “we focus on the “XYZ” of our process to ensure world-changing results”.  Again, this changes the game and gives the client something to talk about instead of blowing off your process as just another process.

Generic words that are used by everyone shouldn’t be part of your brand unless you are using them in an unconventional way.  Instead, use pictures, names or call outs to really bring your message home.

As many of you know, I have a dog named Fritz.  Fritz is very worldly in the ways of business and periodically weighs in on things.  Today, he wants to discuss the games Fetch and Fetch 2.0 (for lack of a better name).  Most dogs play fetch – you throw the toy, the dog gets it and brings it back.  Not unlike your customers: you put out a product or service, they buy it and then come back for more.

Fritz, on the other hand, plays a different game.  When one throws the toy to Fritz, he goes to it, and then you are suppose to go to him so you can play a little tug, and then he runs away.  The game is then to follow him to the next place where you get to throw it again. Now some would say that Fritz never learned to play the game (or that we are over-indulgent with our dog but we won’t mention that) but I say this game is better and is more like your customers today.

Why is it better?  Well, as the person throwing the toy, I throw the toy, hang out for awhile and then get to throw it again in traditional Fetch.  With Fritz, sometimes I’m throwing, sometimes I’m chasing, sometimes I’m tugging, but I am always interacting with him. And sometimes I go the other way and get in front of him which changes the direction.  I get as much out of it as he does.

Sure there are days I wish he would just play fetch and let me do something else while we play. But the reality is that isn’t his game and he isn’t going to play it.  Neither do my clients.   The best days with my clients are the ones where I get to change the direction and show them something new.  But the days I still get to interact are important too.

So what are you doing with the new game?  Are you still waiting to see if someone will just play fetch?  Or are you ready to join us in playing this new game – and adding to the interaction?