So Apple launches its newest category killer, the iPhone 4.
Sprint counters with the HTC EVO 4G.
You, as a technologically advanced sales professional, think, “The world is now connected as never before so I’ll move to texting versus traditional email”.
Fundamental mistake or leading edge differentiator?
Consider that:
By nature texting is a more casual form of digital communication. That means that standard protocols (read: spell check and proper grammar) traditionally go out the window.
In addition, for many folks texting is reserved for family and friends – because it is more casual.
Your goal, at all times, should be to present the most professional, informed, articulate element of your brand with clients and prospects. Unless you have an established relationship with a client that enables you to let down any part of that brand texting may backfire.
To assume that your clients are conveniently text enabled is a mistake.
‘Conveniently’ is the operative word.
To assume that your client population is smart phone enabled, when there are still plenty of flip phone users for whom texting is a non starter, can mean that your message is promptly ignored.
Lastly, there may well be compliance considerations as texts may not have the same archive ability as traditional emails.
During recent Mastermind sessions the groups discussed the use of all forms of technology to advance the sales process. One member suggested that only recently have they started to use text messaging – and only after the relationship with the client had developed the supporting root system.
Best advice?
Know your client’s preferences, know your firm’s policies, and know how you want to display your brand.