I am a fan of Derren Brown. For those not living in the UK, he is a rather good illusionist with a big show on BBC. One of the trick he has is to ask people on stage to think of a piece of music and, when they share it, reveal that it is the same piece he wrote on a paper. A rather baffling trick. And he shared the way he prepares for it . Essentially, he has his crew following this person throughout the day prior to the show and make sure she is exposed to a piece of music of his choosing numerous times. This includes a band busking in the street outside her house, music piped in the restaurant she is eating for lunch, etc, etc… Once on stage, her subconscious has been sufficiently exposed to Derren Brown’s choosen piece and he get his result.
Are you cold mailing people? Are you talking to customers on email? Are you actually writing email to your boss, wife, customers? No? Well, you can close this page, this post is not for you. If you are, read on.
Good to see you are still here. You must be using email then :). I will make it short. If you are in sales and read some of these posts, you have realised/know/experienced that all conversations should be centred on the problem of the prospect. The problem, how to address it, who is impacted by the problem, etc… should be the lynchpin of all the conversation with a prospect during the sales. It’s simply called having empathy. How many times do we receive cold email absolutely full with “I”, “we”, etc… Being pro-active and prospecting is great. But to be pro-active and to centre the conversation on the client issue, i.e. with empathy, rather than how great one company is, is even more powerful.