04 Mar Give them a reason to listen
Need Sales Engagement – Give them a reason to listen
Recently, I’ve been thinking about how much harder it has become to reach decision makers and get much needed sales engagement.
And, it’s not because they are unwilling to speak. But because technology now stands between you and them.
Apple and Google screen unknown calls. Many businesses use automated switchboards and intelligent routing systems. In some cases, your call is intercepted, and you are prompted to state your name and the purpose of your call before it is even put through.
You have seconds.
Seconds to justify why you deserve their time.
Some see this as a new obstacle. I see it differently.
Years ago, we dealt with gatekeepers. Today, the gatekeeper might be software. The principle is the same. If you cannot clearly articulate why you are calling and what value you bring, you will not get access.
Technology has not changed the rules. It has exposed weak messaging.
Too much outreach still focuses on what we do rather than why it matters.
‘We’re a leading provider of…’
‘Just touching base…’
‘I wanted to introduce our services…’
None of these answer the only question that matters:
Why should I listen?
Decision makers are under pressure. They are short on time and saturated with messages. Relevance is no longer a competitive advantage. It is a requirement.
When outreach is clear, specific and grounded in real business issues, conversations happen. When it is generic, it is filtered out.
At Incognate, this principle underpins everything we do. Whether through LinkedIn, email, telephone or integrated multi-channel campaigns, the message must earn attention.
That is why we are typically achieving engagement rates of around 30 percent across channels. Not because of volume. Not because of automation alone. But because the messaging gives people a reason to respond.
When you lead with relevance and demonstrate that you understand the pressures facing your audience, barriers lower.
Technology will continue to evolve. Screening will become smarter. Inboxes will become more crowded.
But one rule will remain constant.
If you cannot clearly explain why someone should give you their time, they won’t.
Before your next campaign goes live, ask yourself:
Would I listen to this?
If the answer is no, your audience certainly won’t.
If you want to see how a structured, relevance-led approach can transform your engagement rates and pipeline performance, let’s have a conversation.
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