Improve conversion through conversation. Why waiting for the buyer to make the first move is a strategy that rarely works.
There’s a comfortable fantasy in B2B marketing. Send the right email to the right person at the right time, and they’ll respond enthusiastically, ready to buy. It does happen. Occasionally. Usually when they have an urgent need and have exhausted every other option first.
These moments are rare. Sorry.
Uncertainty defaults to silence #
The more common reality is this. Your email gets opened. There’s genuine interest. But nothing happens — not because the reader doesn’t care, but because right now, in this moment, they don’t know what they’ll be doing in the short term. They’re not ready to raise their hand, not sure of their own timeline and interested but uncertain. Uncertainty defaults to silence.
And on your side, there’s an equal uncertainty. You don’t know whether their current arrangements are under review, don’t know when a contract might be up for renewal and certainly don’t know whether your product or service will be needed next month or next year or somewhere in between.
A waiting game #
Both sides are waiting. And nothing moves.
The remedy is conversation. Not another email. Not a brochure. A genuine, human exchange that cuts through the uncertainty on both sides simultaneously. Bounce ideas. Ask questions. Find out when a follow up might be timelier. Offer something of value with no strings attached. Arrange a meeting, even an informal one.
The first dance #
Your prospective clients aren’t necessarily going to ask you for the first dance. That’s your job — and it’s a privilege, not an imposition.
The questions you ask will always tell you more than the messages you send.
“The questions you ask are more important than the things you could ever say.” — Thomas Freese.
Thank you for reading.
PS: I create small, digestible guides on Gumroad for business owners who hate aggressive tactics and prefer relationship-led approaches. New resources are added regularly. For longer reads on lead generation and the human side of sales, follow me on Medium and join the daily conversation on LinkedIn.
Please see the links below:
Gumroad: https://richardbulldomican.gumroad.com/
Medium: https://medium.com/@richard-bulldomican
LinkedIn: https://www.linkedin.com/in/richardbulldomican/
