“When you sell fire extinguishers, open with the fire”
David Ogilvy, Advertising Expert
- Lack of Immediate Value
Any busy executive rarely has the time for more emails, let alone from another probing sales rep who is trying to secure a meeting to pitch whatever they have or the flavor of the month in solutions. They are busy and require statements that show you immediately understand their business, pains, and present immediate value for them. A unique or valuable point of few on how to address the short fallings they have in their technology or environment in order for them to do a better job, meet their KPI’s, etc. Do your homework and prove to them you’re a consultative resource. It works!
- Focusing on your solution
I understand you are a salesperson and need to close some deals. Every busy executive gets that, all too well. However, a sale is a lot more than a transaction — it represents a prospect taking the first
step to trying and solve their business issues or pains. Being focused on the deal and getting the sale
or transaction or service will only push you further away from beginning even a slight, entry relationship. All successful reps know that placing something in the context of problem solving is much more effective. Just simply: bring up or ask the executive and replace “…when do you think you’d want to make a decision…with, when do you want to solve ____ issue and by when?”
- Lack of focus
Business attention spans are measured now in seconds and not minutes. They are approximately less than 10 seconds. Try and be succinct and get to the point or your value proposition right out of the gate in your communications, or you will surely get into the delete bin.
- Asking too Much
Emails that are the slight bit ambiguous or ask the prospect to think about 1, 2 or 3 considerations as you state their pains will not spend the time to get to your close (free “gifts of Knowledge”) when you ask for a meeting. If you have several asks, how are they supposed to prioritize them? Don’t try to prompt more than one action per email to keep out the delete bin.
- Spelling Errors
Your wording and style are the first thing executives or prospects notice. Emails that contain errors reflect very poorly on you. It shows you do not take the time to re-read and make sure your commination’s effective. Get an additional spell check, it will be worth it any price. Check your work, print it out and re-read it then send it with confidence.
What do you do next? Send us an email and we’ll arrange for you to speak with Ed to chat about how these learnings can help build more sales just for your business.