Meeting Buyers Where They Are: The OSC’s Key to Connection

In today’s world, where we’re all bombarded with information from every direction, it’s more important than ever for Online Sales Counselors (OSCs) to be adaptable, quick, and personal when reaching out to prospective buyers. This means we need to get creative and offer diverse ways to connect that cater to the buyer’s preferences—whether that’s via phone, email, text, or video email. But here’s the trick: we need to let go of our own biases about how we prefer to communicate and instead, meet buyers where they feel most comfortable.

Let’s face it—how many times have you heard someone say, “I hate sales calls” or “I don’t even talk to my closest friends on the phone anymore, why would I want to talk to a salesperson?” And you know what? Maybe you feel that way too. Yet just because some people avoid phone calls doesn’t mean we should throw out that method altogether. For some buyers, the personal touch of a phone call is exactly what they need. A conversation can build trust, answer questions quickly, and make a complex process feel more approachable.

On the other hand, emails. Everyone’s inbox is stuffed, and it’s easy to roll your eyes at yet another message from a name you don’t recognize. Does that mean we should stop sending emails? Absolutely not! Emails are still an essential tool for follow-up. But they need to be more than generic templates or newsletters. Personalized, engaging emails can stand out in a crowded inbox and keep the conversation going.

Here’s where things get interesting. Just a few years ago, I wasn’t a huge fan of texting as part of an OSC’s follow-up process. Especially not on day 0—when a prospect first reaches out. But times have changed, and so have buyer habits. Think about it: most of us have our phones glued to our hands, and for a lot of people, texting is the fastest and easiest way to communicate. But here’s the catch—those texts need to feel genuine. If your message feels like a mass-blasted, canned text, or worse, an impersonal sales pitch, you’re going to lose them. Nobody likes a cold text from a stranger unless they’ve specifically opted in for updates or reminders.

This brings me to a crucial point: stay diverse and flexible in your communication methods. Not everyone prefers the same thing, and as you engage with a prospect, you’ll start to see what resonates with them. Once you get that first response—whether it’s a text, email, or call—adjust accordingly. If someone prefers texting, keep the conversation there. If they’d rather have a phone call, respect that too. It’s all about adapting your approach based on what the buyer is most comfortable with.

At the end of the day, while you may have your own preferences, don’t impose them on your buyers. A well-rounded communication strategy is essential to meet people where they are—whether that’s a phone call for one buyer or a quick text for another. The key is to keep things personal, avoid sounding automated, and always be ready to pivot based on the buyer’s signals.

Remember: the goal isn’t just to reach out but to connect—on their terms.