Tips on Texting Leads

How to work sales copy into texting culture

Deft Sales enables you to send text messages to leads and clients. Read about how that works, and how it’s compliant, here. When it comes to Lead Relationship Management (LRM), the power of text messaging is very promising. People are far more likely to read text messages than emails in general, and they often read incoming text messages immediately. However, sending text messages to leads can backfire pretty easily. How so?

Let’s start by reviewing how texting works and the resulting culture around it. When you receive a text message, it’s on your mobile phone, so named because it is available to you when you are out and about or otherwise working on something else. Our mobile phones demand our attention, and we give it to them. This does not come without a cost. Every time we hear a ping that interrupts our conversation, or every time we look away from that work we were doing to pick up the phone that just chirped, we’re aware, at least in part, that we’ve just been interrupted and distracted. Getting back into what we were doing takes time and mental energy. That needs to be respected. Further, we don’t typically give out our mobile phone numbers to just anyone, so we expect text messages to come from real people we know or are expecting to hear from. If you get a text message from a friend, ok. That’s expected. When we get a text message from a stranger, our hackled go up. How did they get our number, and are they going to abuse it? But what about getting a text message from a doctor’s office confirming an appointment? We like those, not because we know the individual well, perse, but because it’s important information given when expected or when recognizably needed. We’re also dealing with limited real estate. Even the mini-tablet sized smartphones don’t lend themselves well to reading long messages. In addition, the colloquialism “texting” means conversing back and forth, as in, “Oh, Sue and her boyfriend were texting throughout the whole event”. If someone hogs a conversation in any format, it doesn’t encourage follow up. So, to summarize, whenever we look to a newly received text message, we’re hoping for something brief, personal, and timely.

Brief, because we’re busy. We set aside time to read email, but we typically don’t block time out of the day to read text messages.

Personal, because we allow text messages to distract us based on an assumption that they deserve to be part of our intimate lives.

Timely, because we need to justify the distraction with information that was needed now.

With these tips in mind, here are three general categories of lead outreach that might seem like they would be effective – but aren’t! We’ve seen financial advisers fall into these traps, and we encourage you to avoid them:

  1. Sending large numbers of texts in a short duration of time. This is a bad idea because of the distraction tax. Probably, your first text was read. So does your lead really need more reminders so quickly?

  2. Sending lengthy and formal texts resembling informative emails. This elicits a TLDR – and who the heck are you, anyway! reaction. Being concise, informal, and deferential is the way to go.

  3. Neglecting to include context. Your first text message to your lead is timely only if you remind them that they asked for you. They signed up to get a financial adviser, and you are there for them. For all you know, they need help now! Lean into that, and offer to help however you can, right away.

Once a lead responds, Deft Sales helps you continue to text back and forth with them in a compliant way. After they convert and become a client? Same thing. Regardless of whether you are reaching out to a new lead, interacting with a corresponding lead, or texting with a client, we suggest you keep the above context in mind. Texting is a privilege and a power. You can more easily delight your current and future clients with responsiveness, build trust, establish credibility, and lock in sustainable boosted AUM. You can also just as easily offend and alienate. So remember, be respectful. Be brief, personal, and timely.