So many prospects and clients to kill, so little time. But don’t worry. Salespeople all over the world are doing their damnedest to kill as many prospects and clients as possible each day. Their weapon of choice? Communication — or more specifically, communication fraud.

I suspect you’re like me and you get dozens of emails, phone calls, snail mail letters and even face-to-face meetings with sellers who seem to have only one goal: waste as much of your time as possible. They email or call wanting to know if I’m doing OK or if I need anything or if they can show me a new product or service without the slightest idea whether I want or need it. Some call just to let me know they’re still around and want my business.

Some of these intrepid sellers have bombarded me with so much time-wasting, junk communication that they’ve taught me to completely ignore them. When I get an email, letter or voicemail message from them, I know I need pay absolutely no attention to them. Their time-wasting communications have completely killed me off as a prospect. And, worse, some have even killed me off as a client because of their insistence on trying to waste my time.

Most sellers work hard to find and connect with quality prospects and then to win them as clients. Why in the world would they then commit prospect or client genocide?

Obviously, their intent isn’t to become mass murderers. But that is the final result of many sellers’ communication strategies. Their “killer” communication strategy is teaching their prospects and clients to ignore and avoid them, because they have nothing of value to say.

 So many sellers think their day-to-day communications with prospects and clients aren’t that important. Their object is simply to keep their names in front of prospects or clients, and to that end they feel a need to make contact even when they have nothing of import to communicate. Or perhaps it’s more correct to say they are just too lazy to find something of value to deliver to their prospects and clients. 

There is a very simple communication rule I teach my clients: Each communication you have with a prospect or client teaches them to either pay attention to you because they know you’re not going to waste their time or to ignore you because you have nothing important to say.

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Paul McCord is a best-selling author, speaker and leading authority on lead generation. He has more than 20 years’ experience coaching and mentoring salespeople. For more information, go to mccordandassociates.com.