Your business development “checking in” isn’t good BD. It’s BS. And then you get ghosted. Maybe, just maybe, The Magic Email can get things back on track.
In the world of business development, the phrase “I’m just checking in” has become all too familiar. It’s a well-intentioned attempt to maintain contact with professional connections, especially when there’s a proposal awaiting a response. However, more often than not, this approach yields little to no results. In this blog, we’ll explore what checking in, ghosting, and the magic email all have to do with your lackluster sales and marketing efforts.
The Problem with “Checking In”
“Checking in” has become a default phrase for many business developers. It’s used to [attempt to] reconnect with prospects or clients, especially when there’s a pending proposal or the need to schedule a follow-up meeting. Just “checking in”, however, is fraught with problems. Such as:
- Lack of Purpose: “Checking in” emails often lack a clear objective or purpose. This can lead to a lack of direction in the conversation, making it less likely to yield meaningful results.
- Time Wasting: Without a specific purpose, these communications can be perceived as a waste of time for both parties. It can lead to frustration and do more damage than good.
- Perceived Insincerity: When a communication is generic and lacks personalization, it can come across as insincere. This can erode trust and weaken professional relationships.
- Failure to Add Value: These messages often fail to provide any substantial value or insights to the recipient. This can lead to the perception that the sender is not invested in the relationship.
- Potential for Ghosting: Low-value communications can contribute to the phenomenon of ghosting. When there’s no clear purpose or plan, it’s easier for one party to disengage without explanation. (Foreshadowing…)
- Missed Opportunities for Engagement: Instead of merely “checking in,” valuable opportunities for meaningful engagement or discussion may be overlooked. This can hinder progress in the business relationship.
- Frustration and Disinterest: Over time, receiving multiple “checking in” messages without substance can lead to frustration and disinterest in further communication with the sender. And more ghosting.
- Loss of Credibility: Over-reliance on low-value communications can lead to a loss of credibility. It may be seen as a sign of laziness or a lack of effort in building and maintaining professional relationships.
How to avoid the “Checking In” bullsh*t
To make sure your emails are more than just casual check-ins and truly provide value, be clear about the purpose of your email. Whether you’re sharing important industry insights, giving a practical tip, or suggesting a next step, make sure your objective is clearly stated. Always ensure that what you’re saying directly relates to the recipient, tailoring your message to address their specific concerns. Offer information that they can immediately put to use, showing your expertise and genuine interest in their success.
Additionally, try to create a personal connection by sharing a short story or finding common ground. This helps humanize the conversation and lets the recipient know you genuinely care about them. Ask questions that encourage engagement and demonstrate that you value their input. Keep your communication concise and clear, avoiding unnecessary jargon or too much detail. If applicable, outline the next steps in your interaction to keep things moving forward. By consistently delivering value in your emails, you’ll establish yourself as a trusted and valuable contact in their professional network.
The Ghosting Phenomenon
Ghosting occurs when there’s a lack of structure, process, and clear next steps in the business development cycle. It leaves both parties in a state of uncertainty, unsure of what the next move should be.
This behavior can manifest in various forms, from failing to respond to emails or messages to suddenly ceasing all interactions after a seemingly productive conversation. The consequences of ghosting can be significant, leading to wasted time, missed opportunities, and a breakdown in professional relationships. It erodes trust and can tarnish a company’s reputation, making it imperative for businesses to actively address and mitigate this issue.
This is where having a well-defined sales process becomes crucial. It provides a framework that maintains energy, momentum, and focus throughout the entire engagement.
We Like Sandler’s “Upfront Contract”
“The Upfront Contract” is a fundamental concept in the Sandler Sales Training methodology. It serves as a powerful communication tool designed to establish clear expectations and mutual agreement between the salesperson and the prospect or client before any substantial conversation takes place. The purpose of this contract is to create a structured framework for discussions, ensuring that both parties can align on the objectives, agenda, and outcomes of the meeting.
What sets the Upfront Contract apart is its proactive and transparent approach to communication. Rather than relying on vague or assumptive language, it encourages direct and honest dialogue. In practice, the Upfront Contract may feel somewhat formal or direct, especially for those unaccustomed to this level of transparency. However, it’s precisely this level of honesty and clarity that sets the stage for effective, results-driven conversations.
Setting Clear Next Steps
One of the key elements of any sales conversation is establishing clear next steps. This step ensures that both parties leave the conversation with a clear understanding of what should happen next. It may require some discomfort, but it’s far better than the uncertainty that comes with not knowing the next move. Clarity fosters confidence and trust in the business relationship.
Simply creating clear next steps can help avoid the mess of checking in, ghosting, and the magic email. But in case you’d rather keep running around that ghosting hamster wheel…
The Magic Email
The concept of the “magic email” is a strategic maneuver in business communication that holds significant psychological weight. It allows individuals to disconnect themselves emotionally from the potential outcome of an opportunity. All too often we get wrapped up so tightly with a new prospect that you can’t (or won’t) see what’s really going on. Communication might be poor. The clients needs might not be a great match for your expertise. But your emotions cloud your judgement.
Also, this technique leverages the principle of loss aversion, a cognitive bias that suggests people are more averse to losses than they are motivated by equivalent gains. By hinting at the possibility of walking away, the sender creates a palpable sense of urgency and loss that prompts a response.
It’s crucial to emphasize that the magic email is not a one-size-fits-all solution. It should be reserved for situations where a genuine relationship has been cultivated. Attempting to employ this tactic without a real connection will come across as abrupt or inappropriate, leading to more ghosting.
Furthermore, the magic email is not a tool one uses indiscriminately. Its power lies in its infrequent and intentional use. Employing it too often can dilute its impact and potentially erode trust with your contacts. Once the magic email has been sent, you need to honor it. This not only maintains the integrity of your communication but also reinforces your credibility as a professional who values transparency and honesty in business interactions.
And here’s The Magic Email:
Subject: Closing the loop
Body:
Hello John –
I haven’t heard back from you regarding our potential work together. I am assuming that you’ve gone a different direction or that your priorities have changed.
Please let me know if I can be of assistance in the future.
Best,
Mark
It’s simple and straightforward. It shows that you’re not too wrapped up in this opportunity that you won’t just walk away. It shifts control back in your direction. And it leaves the door open for future conversations, but only a crack.
Stop “checking in” to avoid getting ghosted and the need to use The Magic Email
In business communications, “checking in” is no longer enough. Frankly, it never has been. This post would never exist had everyone taken this “checking in”, ghosting, and the magic email stuff way more seriously.
It’s time to shift our approach from empty gestures to intentional, value-driven interactions. By taking a little more time to craft valuable communications and setting clear next steps in our conversations , we can navigate the challenges of ghosting and forge stronger, more productive business relationships. And if the time comes, don’t be afraid to deploy the magic email—it just might be the push needed to close the deal or move on to more fruitful opportunities.
Wainwright Insight provides fractional sales management and sales consulting to organizations who want to take control of their pipeline and build future sales leaders—but could use a little, part-time expertise. I work with professional services firms, and the experts in those firms, who need to get better at chasing and winning big deals when the stakes are high.
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