Guerilla Marketing 201: Using Diagnostics Reports in the Sales Process

Didit Editorial

10 years ago

Want go get noticed in the C-Suite? Send an Error report

July 1, 2014: Good salespeople have traditionally used any reasonable excuse to start a business conversation. Today — with salespeople using the Web to identify and qualify prospects — it’s often the case that errors are discovered in the qualification process. These errors typically include 404 errors, old date stamps in the footer, problems with forms, subscriber links that fail, and other site problems.

While the casual surfer will just advance to the next working page, and forget about the error, smart sales people will take note of the error, because it can be the key to a meaningful conversation.

WHY THIS WORKS
Ever try to get a CEO, CMO, or other influencer with budget authority on the phone? It’s practically impossible. And busy executives with active e-mails aren’t likely to respond to your query either. But Error Reports are different, because C-Suite executives — at least the ones who give a hoot about how their companies are performing online — generally care enough about them to forward them to the appropriate team that can fix it.

Not all of them will answer you back. C-suite folks are generally well insulated against unexpected communications from outside their corporate firewalls. But a few will — with a simple “thanks” that’s also tacit permission for opening a business conversation you can use to position yourself as someone who delivers solutions. Now you’re in a conversation with your prospect that could lead anywhere!

DOING IT RIGHT
Using diagnostics reports in the sales process is definitely a “guerrilla” marketing technique. But there are rules to the process; here are some I’ve picked up through my own experience with the method:

1. Use e-mail, not the site error report form. Error reports submitted to site forms are usually only seen by IT people, not people with budget authority. Send your e-mail directly to the person you’re trying to reach.

2. Don’t appear pushy and don’t talk down to your prospect or appear in any way patronizing about the error. Don’t accuse his team of incompetence, even if this is obvious.

3. Be brief and terse. Send the problem URL in question along with a succinct explanation of why this broken page/site element is important, and why it should be fixed pronto.

4. Don’t include your sales appeal in your error report. Your e-mail SIG is sufficient to convey who you are, your firm, and the solutions you provide. If and when you get a “thank you” email back from your C-suite target, you have the option of advancing the discussion.

5. Be humble and stay positive. Whatever your position is on the org chart, we’re all human beings — even on the Internet — mistakes happen, and it’s all a learning process.

6. Don’t expect this to work all the time. Many C-suite occupants are so insulated from the outside world that even an urgent text that their building is burning down won’t get through.

7. Provide further help. Do you have an e-book ready on Web usability or site maintenance best practices? The error report process is a perfect place to highlight helpful content you provide.

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