Digital-vocal-personal: Determining the right communication mix

First, accept that the way you built your practice isn’t the way your 2015 recruit should build his.  You must consider more modern ideas.  Cold calling and dialing 300 times a week becomes depressing because the contact rate is so abysmal it creates a negative pattern for the rookie.

Second, technology is great, but make sure to continually manage its potential overreach. Young producers are quick to use technology all the time and not recognize the importance of speaking to someone directly — on the phone or in person.

Third, choose more face-to-face marketing ideas for your entire team. Don’t rely on individuals to create their own markets all the time. Think as an agency and suggest ideas that require a lot of people.

Fourth, don’t assume your producers can “run with” your ideas.  If you suggest they exhibit at the next local home show, go down a detailed “to do” list of activities they may not be aware of.  Among them:

• Keep the furniture in your booth in an “open” layout to invite people in.

• Have the right kind of lead cards. Know which literature to bring and what is a waste of money.

• Role-play how they should interact with attendees.

• Brainstorm things they can say to people to grab their attention as they walk by.

• Discuss the negative outcome of using a raffle.

• Help them manage their leads and call backs when they come home with new names. Know the script they’ll use with the people they interacted with.

• Tell them to bring their appointment calendar and  offer the follow up appointment right at the show if they interact enough to make the suggestion.

The marriage of digital communication, vocal communication (i.e. phone calls) and face-to-face personal interactions is an important part of our ever-changing culture.  How we manage this mix will make or break some of the careers of new recruits who rely on us to tell us how it’s done. If we don’t figure it out soon, we may lose some talented people.