If they are not set up to listen, they won’t hear what you’ve got to say. This is true even if they really need what you’ve got to offer.
Recently, a broker, a CPA and I made a proposal to an interested claims related group. During the next year, the proposal was bandied about by the group, mis-analyzed and dismissed as ineffective to the extent that if left us wondering whether we’d ever hear from this group again.
Almost to the day, 12 months later, they called us in for another meeting and invited some experts to corroborate or negate what we had proposed.
Basically, we went through the same process and gave them what we had proposed the year before. This time, they absorbed it like it was a God-send solution they had never heard of. We knew all along that it was the right solution for them but somehow we had failed to make that fact clear from the start.
In retrospect, we over-assumed their understanding of the issues from the beginning.
We should have walked them through the process of how we determined the ultimate best proposal. In this way, they would have recognized the issues we had uncovered (issues that took them a year to discover) and they would have been primed to receive our enlightened proposal.
So when marketing and selling your services, don’t just assume they are listening. You might have to go the extra mile to get them to appreciate the solutions you are offering.
Independent adjuster Peter Crosa conducts workshops and seminars on the topic of marketing restoration services to the insurance claims industry. He is the author of the 2014 Restoration & Mitigation Contractors Guide to Insurance Repair Marketing. Follow him on Twitter at www.twitter.com/adjustermarket, visit his website at www.SSHCA.netor e-mail him at Peter@SSHCA.netto ask a question.