Communication styles can make or break client relationships. A story from Justin Goldstein highlights how frequent outreach can be perceived as annoying rather than helpful. It's essential to tune into clients' preferences, valuing quality over quantity. Personalizing communication, like opting for text over calls or adapting the frequency of check-ins, is crucial. The discussion emphasizes that understanding clients and using emotional intelligence are key to avoiding pitfalls and building lasting trust.
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insights INSIGHT
Using PR to Boost Sales
Media placements increase brand credibility and can energize stalled sales conversations.
Sharing earned media coverage with prospects adds value and helps move deals forward.
volunteer_activism ADVICE
Customize Client Communication
Understand each client's unique communication preferences to avoid overwhelming them.
Tailor your communication frequency and channels; over-communication can annoy clients.
question_answer ANECDOTE
Lesson From Excessive Client Calls
Early in his career, Justin Goldstein called clients frequently to solve issues quickly by phone.
He learned clients found excessive calls annoying, leading him to reduce calls and prefer email updates.
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You think you're being helpful. Your clients think you're being annoying.
Early in his career, Justin Goldstein learned this lesson the hard way. He admits, "I thought that picking up the phone and calling a client to talk about almost everything was the right way to go. I personally hate communicating over email. I'd rather just talk to you and figure it out."
The reality hit hard: clients viewed his frequent outreach as a burden rather than a benefit. Weekly update calls meant to show dedication became time-wasters in clients' minds. Daily email updates intended to demonstrate thoroughness turned into inbox clutter.
This scenario plays out in sales organizations everywhere. Well-meaning professionals mistake quantity for quality, frequency for value, and availability for service excellence.
Why Your Communication Style is Pushing Prospects Away
The key to avoiding this trap isn't about reading minds; it's about understanding communication preferences. As Justin puts it, "You really have to understand what makes your clients tick, and you have to understand the nuances of how they work."
This means recognizing that being understanding matters more than simply being helpful. Your client might prefer monthly check-ins over weekly ones, or end-of-week summaries instead of daily updates. They might prefer text over calls, or structured emails over casual conversations.
The biggest mistake most sales professionals make is assuming their communication style is universal. It isn't. Effective communication emphasizes understanding and adapting to individual client needs.
Reading the Room (and the Inbox)
Here are the warning signs your communication style might be pushing prospects away:
Response Time Changes: If a prospect who used to respond quickly starts taking longer or giving shorter replies, you might be overwhelming them.
Meeting Resistance: Clients rescheduling frequently or suggesting less frequent meetings signal communication fatigue.
Email Behavior: Prospects responding to every third email instead of each one indicates your messages lack sufficient value or arrive too frequently.
Energy Shifts: Noticeably decreased enthusiasm in client responses means it's time to reassess your approach immediately.
The Professional Sales Communication Framework
Instead of guessing what works, use this framework to optimize your communication:
Ask Direct Questions Early
During your initial meetings, ask prospects about their preferred communication style:
"What's the best way to keep you updated on progress?"
"How often would you like to connect during this process?"
"Do you prefer calls, emails, or something else for routine updates?"
Start Conservative, Then Adjust
It's easier to increase communication frequency than to dial it back after you've been labeled "high maintenance." Begin with less frequent touchpoints and let the client guide you toward more contact if they want it.
Make Every Interaction Count
When you reach out, ensure it delivers value. Random check-ins and meaningless updates train clients to ignore your communications. Each email, call, or message should serve a clear purpose and advance the relationship or project.
Focus on quality over quantity. One valuable update weekly beats five pointless check-ins that add no value to the client relationship.
Establish Communication Boundaries
Be explicit about when you'll reach out proactively versus when they should contact you. For example: "I'll send you a brief update every Friday afternoon, but please reach out immediately if any urgent questions come up."
Clear boundaries create mutual respect and prevent communication chaos that frustrates both parties.
The Business Impact of Getting It Right
Getting client communication right builds trust. When clients see that you respect their time and communication preferences, they're more likely to: