We’ve heard the term “timing is everything.” Timing often refers to the importance of delivering something – let’s say a relevant message – to the right person at the right moment.

This blog simply focuses on the word “time” and how it impacts the success of earning the opportunity to have a conversation with a prospect. Time management is one of our most critical daily functions. Time can be an asset, a commodity, and even a resource. No matter how you define it, time has become an extremely valuable part of our life – both professionally and personally. Whether you are at work or play, the last thing you want to do is misuse your time.

As consumers, few of us tolerate the feeling of losing valuable time when we are interrupted by the overwhelming swarm of advertisers who constantly blast us with unwanted messages. Wasting someone’s time is a sure way to lose the chance to initially connect with a prospect.

And yet, businesses continue to violate this marketing rule for one simple reason: many businesses can’t get past the fact that their brand story isn’t only about them. In many instances, a business is so excited about its new offering that marketers concentrate on sharing the company’s side of the story. More often than not, business owners anxiously want to tell you why you should purchase their product or service.

Instead of leading with the solution, start by developing a trust-based relationship with your potential customers. Sometimes playing a devil’s advocate role can initially catch the attention of a prospect. Start by sharing a personal story of how you experienced the same problem as a consumer or even as a business owner. This empathetic approach can be perceived as “I feel your pain,” which allows you to explain the steps you took to correct the issue.

In the Customer Journey process, the first two stages (Awareness and Consideration) focus on listening, learning, and providing helpful information to gently guide the prospect to make a smart decision. The goal during this part of the journey is to earn the opportunity to converse. If the conversation leads to building a trusting relationship with a prospect, then you’ve greatly improved the chance your prospect will become a customer.

To summarize:

  • Be tactful with the stories you share - avoid the “I know what’s best for you” strategy.
  • Be respectful of your customer’s precious time - keep your messages relevant.
  • Share stories that your prospects can immediately relate to – provide relevant information that allows them to make a good decision.
  • Like the old classic rock band, The Rolling Stones put it: “Time is on my side…Yes it is."