Harnessing Text Messaging In Sales: The Good And The Bad

By Audrey Pierson, Audrey Pierson Consulting

If you’ve been in the security sales world long enough, you know it’s crucial to not only stay on top of the latest products and services but also adapt with savvy sales techniques. One game-changer has been text messaging. It’s an effective way to connect with potential clients. But like any tool, it has its upsides and downsides. Let’s break down how texting can ramp up your sales and where you should be cautious.

The Upsides:

  1. Instant Connection: In the fast-moving world of sales, being able to send a quick text and get an immediate reply is a game changer, especially in situations where urgency is required. 
  2. They Get Read: Texts have an incredible 98% open rate compared to a measly 20% for email, according to a report conducted by Soprano Design and published in PC Mag (Shibu, 2020). This open rate means your message is likely to be seen, and quickly too, increasing the potential for an equally speedy reply. 
  3. Customer-Friendly: Many people prefer texts because they’re less disruptive than a phone call and can be answered when it suits them. It’s a win for busy or meeting-laden prospects, making your interaction a pleasant break rather than a nuisance, enhancing customer satisfaction. 
  4. Personal Touch: Modern text platforms let you tailor messages based on past interactions, which is important to building relationships with prospects. Texting can make each communication feel thoughtful and personalized, even if the messages are pre-planned.
  5. Cost-Effective: Texting is usually less expensive than other marketing tactics like direct mail or making calls, helping stretch the marketing budget further.

The Downsides:

  1. Privacy Concerns: If a prospect hasn’t agreed to text exchanges, they might see it as too personal or even intrusive, which could harm potential relationships. Always ask for permission.
  2. Short Messages: The 160-character limit means brevity is key, which might leave out crucial info, especially when you’re dealing with complex security systems. Don’t deliver too much in a text message.
  3. Miscommunication: Without face-to-face cues, the true meaning in your message might get lost, leading to confusion or unintended offense. Be clear.
  4. Consider the Rules: Texting in sales has its own legal landscape (think TCPA) requiring you to get consent before sending promotional texts. Be sure to ask for permission and then consider keeping your texts to specific, individual messages, not broad marketing blasts. Get an opt-in for marketing texts.
  5. Tech Avoidance: As hard as it is to believe, not everyone is attached to their smartphone. Some might not like texting or simply prefer a personal phone call. Respect your prospects.

Strike the Right Balance:
The use of texting to its best advantage is a great addition to a sales toolbox when mixed in with calls, emails, and in-person meetings. Setting clear rules for texting ensures it enhances your strategy and keeps you in your customers’ good graces.

While texting can seriously boost your sales efforts, remember its limitations and make sure it’s part of a broader, smarter communication strategy. Always get permission before you start sending marketing texts. It shows respect and covers your legal bases. By doing so, you can engage more effectively with prospects while staying professional and compliant.

Reference: 
Publisher: PC Mag, September 2, 2020, Businesses, Take Note: Your Customers Prefer Texts, Author: Sherin Shibu 
Report: Soprano Design, The Power of Mobile Messaging 

Audrey Pierson is a seasoned expert with 35 years in the electronic security industry. She helps security sales teams and alarm dealers/integrators achieve top-tier results through her Security Sales Academy, offering online training and live coaching. Audrey also provides expert supervision via her Virtual Security Sales Manager program, equips new hires through the Security Industry QuickStartprogram as well as many other training opportunities.
Contact: 
www.audreypierson.com, 831-277-7447, [email protected].

Source: snnonline.com
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