Jim Becker is CEO of Becker Logistics LLC.
Reaching out to potential customers is a bedrock of business. However, many organizations struggle with their outreach strategies, which means they aren’t engaging prospects and building lasting relationships as effectively as they could be. In my decades of experience in the logistics industry, I’ve found that doing this right depends on a careful mix of research, communication, transparency and technology. Here are a few ways businesses can tailor their approach to connect with potential customers.
Do Your Homework
One of the most common mistakes in prospect outreach is not understanding potential customers’ specific needs and challenges. Businesses take a one-size-fits-all approach far too often, such as sending generic and ineffective messages that only get ignored.
To avoid this, businesses should thoroughly research their target audience. Look carefully at customer expectations and common pain points, as well as overall industry trends. I always try to ask insightful questions that uncover at least three pain points a prospect might be facing. When you’re genuinely curious about their specific challenges, you build rapport and show you’re truly invested in offering a solution that fits their needs.
Clear And Consistent Communication
I’ve worked with salespeople who struggle with inconsistency in their communication, which can easily lead to misunderstandings, incorrect expectations and even logistical errors like shipment delays. Even after thorough customer research, poor communication can still derail a promising connection.
The key is being open and transparent when contacting potential customers. It’s important to ensure that all communication—whether verbal or written—is precise and clear. Encouraging feedback also helps keep all parties on the same page and quickly resolve concerns.
One of the most common pitfalls in sales and outreach is saying you can deliver something you can’t. While overpromising might seem like a good strategy to win at first, making commitments that you can’t fulfill will damage a relationship in the long term. Keeping your word is crucial, and setting clear boundaries—knowing when to say “no”—can make or break a situation. This means understanding your capabilities and limitations. If an issue does arise, respond quickly with a proposed solution to show you are reliable and trustworthy.
Automation And Data
Technology can make sales outreach efforts incredibly efficient, and segmenting the customer base makes it possible to pinpoint where automation will be most effective. For instance, we make sure that marketing materials are tailored to different customer segments. If we’re reaching out to a farmer or co-op, we should be talking about refrigerated or vented trailers—not oversized air conditioners.
Routine messages such as confirmations, follow-ups and reminders are essential for engagement, and many don’t require much personalization. But relying on automation too much can make these interactions feel impersonal. The trick is balancing automation with personalization.
Sales teams should be trained to use CRM systems and analyze key performance indicators, such as response rates, engagement trends and bottlenecks in the sales funnel. Looking at customer interaction history and purchasing patterns helps make outreach strategies more effective and efficient. For example, if a customer consistently responds to emails on Tuesday mornings, that’s when we want to reach out. The goal is to free up sales teams so they can focus on more strategic, high-touch interactions—and to increase conversion rates and total customer satisfaction.
Multiple Channels
A unified, multi-channel communication plan is critical. Different communication channels have unique strengths, and we should leverage them accordingly. Maybe one channel is performing better while another is underutilized. Can we integrate an application programming interface (API) to gain deeper insights? Is one channel failing to engage? Then we can focus on the most appropriate channel based on our communication goals, the customer’s preference and the nature of the messages. Whether it’s through email, social media, phone or in-person interactions, every interaction should reinforce the company’s identity and message.
Many businesses get stuck in place, held back by inertia and the mindset of “That’s the way we’ve always done it” or “Why fix it if it isn’t broken?” A quote I like to use instead is: “What you’re not changing, you’re choosing.” When it comes to customer outreach, being open to change and continuously adapting to changing customer needs is the path to growth instead of stagnation.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Read the full article here
