Nearly everyone reading this Tip of the Month is authentically customer focused. You believe in doing your homework and understanding your customer’s business and their needs. You enjoy meeting with your customers and asking good questions. You are curious and want to know more.

If this is true, why is it that so many people drop into “Me” mode when reaching out to prospective new customers?

Here is an actual example of an outreach InMail:

“Our team has expertise in _______, _______, and _______. We’ve developed solutions for companies similar to yours, and we would love to connect to show you how this could work for your company.”

Why would a customer-focused person use inwardly-focused messages? In many cases, it is because that is what they are taught.

What would be better? Here is a different example:

“I understand that you may be looking to build on last year’s performance by increasing revenues and improving operating efficiencies. It seems you have a number of initiatives in place to support this direction, such as the implementation of a new ERP system. If this understanding is correct, I would like to ask you for…”

The major difference between these two examples is obvious. The first example is all about us, and the second example is about the customer and their business direction. The second example shows that we have done some homework, which enhances our credibility.

Of course we will get a better response with the customer-focused messaging.  If we are truly customer-focused, it’s up to us to leverage our understanding in the best ways possible. Featuring this understanding in outreach efforts is a great way to do so.