Why on earth should someone listen to you?
How can I put this gently...?
From the requests for help, the discussions here and some elaborate marketing funnels
I've been asked to look at...
one thing is crystal clear...
These situations would be avoided, made less difficult,
got to the sale faster and at a lot lower price.
Some examples...
Debating whether to ask is it a good time to talk.
When phoning you say, " Hi [name], who should I be talking with there about
getting you people [insert one very short sentence why they should listen to you] please?
They name the person and put you through to the person if available.
If not available, they tell you and you find out when, name.
On first contact by email you keep it short like your first phone call.
And the BIG key is you must have a very short, relevant and clear benefit/advantage.
Broad things like more sales, more leads, more seats filled in restaurant
don't cut it.
When you get talking with the decision maker
for the first time it's crucial to say the word if.
Example: Hi Bob, I'm calling to see IF I can get you [give a short, clear sentence what the advantage is to Bob]
Because you don't know if you can help him, you don't know if you want
him as a client and you aren't setting yourself for false expectations from the prospect.
Another words, nightmares later on.
And you get out of the pushing pulling back mode because you are now both working together to see if you both can stitch up a deal or not.
The prospect is now working to make it happen.
A example I came across this weekend. I was approached to initially look at the marketing message.
There was going to be a long multi step campaign.
Problem was they hadn't really boiled down the essence of a compelling message in one short sentence.
Now that I gave it to them, they are able to scrap all the direct mail campaign and just hit the phones.
The guy was from a systems and logical background.
Business is the right combination of human psychology and financial numbers.
Key takeaway is to boil down your message to it's bare essence that isn't generic
and hasn't been heard before.
It has to be an advantage that the prospect would want to hear.
Best,
Ewen
From the requests for help, the discussions here and some elaborate marketing funnels
I've been asked to look at...
one thing is crystal clear...
These situations would be avoided, made less difficult,
got to the sale faster and at a lot lower price.
Some examples...
Debating whether to ask is it a good time to talk.
When phoning you say, " Hi [name], who should I be talking with there about
getting you people [insert one very short sentence why they should listen to you] please?
They name the person and put you through to the person if available.
If not available, they tell you and you find out when, name.
On first contact by email you keep it short like your first phone call.
And the BIG key is you must have a very short, relevant and clear benefit/advantage.
Broad things like more sales, more leads, more seats filled in restaurant
don't cut it.
When you get talking with the decision maker
for the first time it's crucial to say the word if.
Example: Hi Bob, I'm calling to see IF I can get you [give a short, clear sentence what the advantage is to Bob]
Because you don't know if you can help him, you don't know if you want
him as a client and you aren't setting yourself for false expectations from the prospect.
Another words, nightmares later on.
And you get out of the pushing pulling back mode because you are now both working together to see if you both can stitch up a deal or not.
The prospect is now working to make it happen.
A example I came across this weekend. I was approached to initially look at the marketing message.
There was going to be a long multi step campaign.
Problem was they hadn't really boiled down the essence of a compelling message in one short sentence.
Now that I gave it to them, they are able to scrap all the direct mail campaign and just hit the phones.
The guy was from a systems and logical background.
Business is the right combination of human psychology and financial numbers.
Key takeaway is to boil down your message to it's bare essence that isn't generic
and hasn't been heard before.
It has to be an advantage that the prospect would want to hear.
Best,
Ewen
you cant hold no groove if you ain't got no pocket.