Why should I talk to you?
Before any sale can begin, the target of your efforts has to talk to you. They have to engage.
I know, this is the most remedial concept in theory, but in practice, it’s a bitch. To make things worse, even though theoretically it’s simple, sales people continue to forget the importance of engagement in prospecting. They make this mistake over and over again by not offering their target audience any reason to talk to them.
Your target prospect is busy, tired, and inundated with shit to get done. Your email, LinkedIn request or voicemail is interrupting their day. This means that to get through all that clutter, you need to ask yourself, “Why should this person talk to me?”
(Remember, no one gives a shit about you or your company.)
Why should your prospect take 15 minutes out of their schedule to talk to you?
Why should they engage?
Be careful, the answer matters. You can’t just lob out some weak, baseless story about your product. That’s not valuable. If your reason includes anything about your product, you’re headed in the wrong direction.
How to evaluate your offer
Take a look at your prospecting and marketing material. Take a look at your emails. Evaluate your voicemail pitch. Are they compelling? Do they inspire a callback, a return email, anything? If yes, why? Why does it inspire a callback? Validate your feelings by asking a current client or buyer. Ask them whether they would respond if they received that email or voicemail. If they say yes, then you’re headed in the right direction. If they say no, it’s time to check yourself.
If you answer no to your own question, fix it.
Change your messaging. Focus on the buyer- give them solid, compelling reasons to talk with you.
You can’t start a sale if no one talks to you. No one is going to talk to you if you don’t give them a compelling reason to do so. Hearing about your product and all its GREAT, but features aren’t reason enough.
Would you engage with your emails or voicemails if you were the prospect? I didn’t think so.
So, fix it!
P.S.– if you need a little extra help in this area, check out our free guide about how to write killer sales emails that actually get opened.