An Open Letter to Those Who Make Check In Calls

Dear Salesperson Who Leaves Me “Check In” Messages,

You called almost exactly 90 days ago to “check in.” You voice mail message said nothing about the value that you can create. There wasn’t even a hint as to why I might want to return your call. In fact, your message didn’t have any call to action at all. It just said that you wanted to “check in.”

Your message said that you called to “see if anything has changed.” Lots of things have changed. I am busier than I have ever been. I have more responsibility than ever. I am under greater pressure to produce financial results, and I am now responsible for my division’s profit and loss statement. All this, and I am being asked to do more with fewer resources than I had when I was being asked to do less. That’s what changed.

But wasn’t hasn’t changed is that I still don’t have time for salespeople that aren’t going to create value for my company and me. I still don’t have time for time-wasters that don’t have real ideas about how they can help me produce better results. I still don’t need vendors that sell whatever it is you sell.

I do still need proactive, resourceful sales professionals that can help me deliver on the commitments I have to my company and to our clients. I still need a strategic partner that can do some of my thinking for me, helping me to make the biggest difference I can for my company. I still need someone who is willing to do the heavy lifting of learning how to move my organization forward with me, someone who will help me build consensus around a real change initiative.

What’s changed is that my job is tougher than ever. What hasn’t changed is that I still only have time for real value creators.

But there are two other things that haven’t changed: your approach and my unwillingness to give you my time.


Your Dream Client


How do your check in calls create value for your dream clients?

How can you change your calls and emails to make them value creating for the receiver?

In what way does your approach indicate that you are someone who can really make a difference?

How does your message differentiate you and define you as a value creator?

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  • Adam

    Hello Anthony, just checking in, has anything changed on your Blog?

    I used to consider sales reps who used the “checking In” strategy as a
    pet peeve of mine. But I have come to realize I love them. While these
    guys are checking in (and proving they aren’t doing their homework) I
    get the opportunity to prove my worth as a strategic partner.

    They can be sales reps all day and all night. I want to my customer’s strategic
    partner and the more they check in the more they leave the door open!

    ~Freedom Sentinel


  • Jennifer A Davco

    Completely agree with line of “I need a strategic partner…” so true, that, in my opinion, is one of the top 3 things that makes or breaks growth in life.

  • Douglas E Rice

    Love it! Leave “checking in” for fourSquare. When it comes to your clients, only call when you have a REAL reason to. You shouldn’t call to “see if anything has changed.” You should already know, and your call should be to tell them how you think they might want to deal with the changes. Nice post!

  • AdamLehman

    Absolutely perfect.

  • Rosie Sennett

    Is it nerdy to just say “AMEN” every time you update your blog? ; )

  • Brett

    Since reading this (and a couple other) blog, I’ve caught myself using ‘just’ and ‘checking in’–both of them I’m trying to yank out of my vocab. Even if I start with ‘I’m just checking in..’ and heads to a statement or question that slides a little value in. It’s just lazy speech.

  • AmyMccTobin

    I think you wrote this for my friend @modevlin.

    • S. Anthony Iannarino

      Yeah? What’s @modevlin up to?

  • Laura Click

    I received another “check in” call from a vendor yesterday and all it does is make me irritated. It’s a total waste of my time. The vendor might actually have value, but because they keep pestering me it makes me not want to use them. I’m very tempted to send the sales guy an email to take me off of their call list. Can’t they see that this approach completely backfires?

    There’s a very big difference between calling to “check in” and see if I’m ready to buy and checking in to see how they can help me.

    • S. Anthony Iannarino

      Well stated, Laura!

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  • Bruce Sallan

    Smart stuff YET AGAIN Anthony. The same applies to “just checkin’ in” emails!

    • S. Anthony Iannarino

      No doubt it does. It’s still all about value creation!

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