When the Medium Ruins the Message

With today’s workforce spanning three generations, knowing who you’re talking to, and their communications preferences, can make or break a sale.

A little bit of research is necessary when setting out to prospect for new customers. When making first contact with a prospect, the medium by which you choose to communicate could make or break the deal. If you choose to use social media, perhaps a private message, public post or a Tweet to ask for a contact name and email, don’t be surprised if you hear crickets.

Professionals rarely make first contact this way, unless it’s culturally significant to the business at hand, and even then, the practice is questionable.Sending an introductory email or requesting an introduction from a mutual colleague is the right way to introduce yourself to a prospect. Doing so says quite a bit about you as the salesperson and the respect you have for your clients.

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