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?
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!
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!
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?
Subject: The kids are back to school next week!
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.
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.