B2B Marketers Should Exercise Both their Rights and their Common Sense

The issue of personal or professional rights can sometimes crop up for B2B marketers. One moment you’re explaining to a hostile gatekeeper why they cannot sue you for telemarketing simply because they’re using a registered business number. In another moment, you’re challenging the suspension of your site because you followed all the domain’s guidelines to the letter.

However, there comes a point when just declaring your rights can actually be counterproductive (if not downright infantile).

Most of the time, the argument is that other parties have their own rights as much as yours. There’s much simpler argument though: Your assertions lack common sense.

For example, when a gatekeeper insists you remove them from your list, don’t just dictate to them a clause or a technical loophole which prevents you from doing so. Disqualify the prospect immediately! The organization has explicitly expressed zero desire to business with anybody so it really makes sense to never call again!

Now it might seem easier said than done because there are far too many other scenarios where things could play out differently. Follow these guidelines though and the lines can get a lot less blurry:

  • Start cleaning house – Say your site got off Google’s radar because they’ve marked you for having a really bad security certificate. What do you do? Obviously you don’t assert your rights. You get your online security team and start sweeping! Maybe you’ve been hacked. Maybe somebody installed some really sketchy applications. Clean house first before assuming you’re being wrongfully accused of having something dirty.
  • Have some emotional intelligence – Don’t just look at the logic of the situation. Read the emotional atmosphere. If it sounds like your correspondent is not in the best mood, proceed with caution or maybe not at all. Even calling your prospects to behave more rationally isn’t going to help because B2B buying decisions can still have one or two emotional underpinnings.
  • Don’t keep lying – Finally, it’s always best to avoid pulling wool over someone else’s eyes. If it seems like your prospect is on to some form of deception, just give them truth. Don’t wait until you’re completely caught. After all, if you’re telling the truth then it renders any contrary accusation false. You stay honest while it’s revealed that your prospect is not and may not be worth doing business with.

Yes, you have rights to protect company trade secrets and other confidential information. But without common sense, you’re only engaging in pointless legalism with a prospect and nowhere closer to getting a lead (let alone a sale). Don’t forget to use common sense!

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