One of the most dangerous things you can do in prospecting for customers is to assume that true communication took place. We get so many magazines, letters, emails, and direct mailings, and so much personal mail, that it's easy for important details to slip through the cracks. You can bullet-proof your communications by having another set of eyes test what you are doing.
ACTION ITEM
Always check critical items going out to prospects by having a second set of eyes review the materials. Develop a system so that every item that goes out the door is double-checked for consistency and clarity. This type of proofing can catch a problem before it begins.
Elaine is an office assistant in a busy secretarial group. She has an uncanny ability to read and review materials to see if all the necessary details are there and to identify any communication gaps. In her office, they call it the “Elaine test.” With any new creative piece—flyers, invitations, ads, and particularly events where people are invited and need to know a great deal of detail—the rule is “Give it to Elaine.” If, after reading it, she can tell you the details about what is happening, then it's clear and concise. If Elaine can't relate the details about what is on the agenda, it is a clear indicator that the piece needs to be revised.
TAKEAWAY
Find someone in your office or group
who can function like Elaine.