How to enter the conversation already going on in your prospect’s mind

Robert Collier, one of the greatest sales copywriters of the early 1900s, once said, “Enter the conversation already going on in your prospects mind.”

Let me give you a real life example of this timeless piece of wisdom and then two examples of how to use it in your sales messaging.

Imagine you’ve been searching for a vacation to Hawaii online…

The next day you start seeing ads for Hawaii on non-travel websites.

Voila, marketers have successfully entered the conversation already going on in your mind by dropping a cookie in your browser.

So, how do you enter your prospect’s mind in B2B selling?

Well…

Let’s say you want to reach out to a prospect and the big news story today is the hot weather, or their local football team winning last night, or some big announcement that impacts them.

Whatever it is…. there’s a good chance it’s on your prospect’s mind.

And whatever YOU think your PROSPECT is thinking about makes for a great email subject line and introduction.

Perhaps something like this…

Subject: It’s going to hit 100 degrees today!

Hi John,

It’s going to be a hot one today. Hope you’re cool wherever you are. You know what’s not cool? Pesky sales reps who cold call you every day trying to pitch you stuff. I’ve got an idea that will help you increase revenue and don’t want to be a pest, so if you’d like me to email it to you, just hit reply or call me back.

Voila, you’ve just entered the conversation already going on in your prospect’s mind. The hot weather.  You didn’t just jump into pitching your product. You also mentioned you don’t like pesky sales reps either. So you’ve created some rapport too!

Here’s another…

It’s near the end of August and what are most people thinking about?…

Sending their kids back to school. So, why not tie in your voice message or email with this subject?

For example:

Subject: The kids are back to school next week!

Hi Dave,

Summer’s almost over and it’s the start of another school year. My son’s starting grade 7. How about yours? Maybe since your kids are back in school you’ll have more breathing room. If that’s the case, could I perhaps share an idea that might help you increase revenue? If you’d like me to show it to you, just hit reply or call me back.

You see…

When you enter the conversation already going on in your prospect’s mind you’re going to come across as relevant, helpful, and build instant rapport. And you have a much better chance of getting a response!

Give it a try and start connecting with those hard to reach prospects today.

Stop Making Sales Calls

Let me ask you something?

Do you ever feel an idle curiosity about dentists or carpet cleaners or plumbers then google them and settle down for an afternoon of leisurely reading?

I bet not. I bet the only time you looked up “plumber” is when you turned on the shower in the morning and discovered there was no hot water.

Your prospects are no different. They only come to you (or your competitor) when they’ve got an itch to scratch.

In B2B selling the caveman approach to finding more prospects who’ve got an itch to scratch is to double your output.

Make more calls, send more emails, create more connections…. Get the word out!

Wrong, wrong, wrong.

While pressing speed dial, sending off boilerplate emails, and clicking a ‘connect with me’ button all day long are all efficient, they are not effective.

What’s the difference?

Efficient = growing your sales incrementally

Effective = growing your sales geometrically

When you start thinking about the ways you can grow your sales geometrically versus incrementally, you excite investors, crush sales targets, and stay in business.

So, how do you grow sales geometrically?

The first step is to examine all of your sales efforts and take the opposite approach.

Say what?

It sounds counterintuitive but see what happens.

For instance:

Make fewer calls.

Now iterate….

Make fewer calls to unqualified prospects.  

Make fewer calls to unqualified prospects, but make more calls to bonafide buyers.  

Make fewer calls to unqualified prospects, but make more calls to bonafide buyers, who’ve bought from you or your competitor in the past 12 months.  

Make fewer calls to unqualified prospects, but make more calls to bonafide buyers, who’ve bought from you or your competitor in the past 12 months, and are hiring like crazy.  

Make fewer calls to unqualified prospects, but make more calls to bonafide buyers, who’ve bought from you or your competitor in the past 12 months, are hiring like crazy, and have just hired a new CEO.  

More effective, no?

Comments:

Great stuff. Totally agree. No one wants to be sold something without context. The companies that win are the ones who master their relationship with qualified buyers – and don’t waste time pursuing unqualified opportunities. There are only so many hours in the day. Let’s spend them on the highest value prospects and stop spraying and praying.

Benjamin West
Account Executive