Ghosting to Greeting: Getting Buyers to Answer your Call

Ahh, the sweet sound of a phone ringing...and ringing...and ringing.  But wait!  What's that? A click, a voice on the other end?  Could it be?  Yes, the elusive buyer has finally picked up!

But how did this miraculous event occur? Did the stars align? Did Mercury exit retrograde? Or did you finally discover the secret sauce that turns content-consuming phantoms into actual, talking humans? Listen up, as we dive into the alchemy of transforming ghosters into greeters. Spoiler alert: it's maybe more practical than magical!

The "Eureka" Moment: When Content Overload Leads to Clarity

Imagine binge-watching a TV series for days on end. At some point, even the most gripping plot loses its allure, and a sudden craving for real-life interaction kicks in. Similarly, after gorging on your endless stream of blogs, webinars, and whitepapers, the buyer hits a saturation point. Their brain, now marinated in your content, starts yearning for substance over style.

This is the "Eureka" moment when they realise that perhaps, just perhaps, speaking to a human might expedite their quest for knowledge. So, when your call comes through, instead of sending you to voicemail purgatory, they might just answer, driven by a desperate need to escape their self-imposed content labyrinth.

The Fear Factor: A Looming Deadline or Problem

Nothing motivates like fear. A looming project deadline, a sudden problem that needs solving, or a boss breathing down their neck—these are the catalysts that propel a buyer from passive consumption to active engagement.

In this panic-induced state, your call transforms from an annoyance to a lifeline. The buyer, cornered by circumstance, grasps at the opportunity to offload their troubles onto someone else—namely, you. It's not that they've suddenly fallen in love with your product; they're just desperate. But hey, a win's a win, right?

The Content Connection: When Relevance Breeds Trust

While fear and timing play their parts, there’s another, more sustainable reason buyers pick up the phone: trust, built from a steady flow of relevant content. Over time, your content has done more than just inform; it has connected. Each blog post, case study, and newsletter has woven a thread of relevance, creating a fabric of trust that envelops the buyer.

This isn’t about overwhelming them with information; it’s about consistently delivering value. When your content consistently speaks to their needs, addresses their pain points, and anticipates their challenges, something magical happens—they begin to trust you. They see you not as just another vendor, but as a partner who understands their world.

So, when your call comes through, it’s not met with suspicion or avoidance, but with curiosity. The buyer answers because they trust and believe you have something worth saying. They’ve been following your content journey and are now ready to take the next step—moving from content consumption to a real conversation. This is the payoff of creating a continual and useful connection through content.

Social Proof: When Everyone Else is Doing It

Ah, peer pressure—the timeless motivator. When a buyer notices that their contemporaries are hopping on the latest industry trend (possibly one that your product spearheads), FOMO kicks in. They've seen the case studies, the testimonials, the LinkedIn posts boasting success stories.

Suddenly, your once-ignored call becomes a ticket to the cool kids' table. They answer, not out of genuine interest, but to avoid being the last one left out. Congratulations, you're now the lesser of two evils.

The Guilt Trip: Reciprocity at Its Finest

Remember all that free content they've been hoarding? The webinars, the eBooks, the cheat sheets? While they enjoyed the feast, a tiny voice in the back of their mind whispered about reciprocity. It's the same nagging feeling you get after eating all the free samples at the grocery store without buying anything.

Eventually, the guilt accumulates. So when your call lights up their phone, they think, "Fine, I guess I owe them at least a conversation." They answer, hoping that a quick chat will absolve them of their freeloading sins. Of course, you've been counting on this all along.

The Stars Align: Right Time, Right Place

Sometimes, it's all about timing. You catch them in a good mood, just after their third cup of coffee, and right before their next meeting got cancelled. They're feeling productive, generous even. Your call arrives like a serendipitous opportunity.

In this rare cosmic event, the buyer picks up, not because of your relentless content strategy, but because the universe decided to throw you a bone. Enjoy it; these moments are as fleeting as they are unpredictable.

The Transition from Content to Connection

So, what's the grand takeaway here? Buyers are complex, fickle beings driven by a myriad of factors—none of which are entirely under your control. But by understanding these triggers, you can position yourself to capitalise on the moments when they're most likely to engage.

Keep churning out that purpose-driven content; keep being the reliable, informative presence in their digital life. Because when the moment strikes—be it guilt, fear, social pressure, a desperate need, or simply the realisation that your content has actually been helping them all along—you'll be the first person they think of.

And when they finally do pick up the phone, be ready to make it count. After all, you've been waiting for this moment longer than you'd like to admit.

If you like this, read the next instalment “Mysteries of the Meeting No-Shows"