14

Message Matters

For every sale you miss because you're too enthusiastic, you will miss a hundred because you're not enthusiastic enough.

—Zig Ziglar

“What do I say when I get them on the phone?”

“What do I write?”

“How do I approach this type of prospect?”

“How do I respond if they ask…?”

We all want those magic words that will roll off our tongue like sugar and wow our prospect into complete submission. I know that salespeople secretly fantasize about having the perfect pitch that gets prospects to swoon and say yes to their request every time.

The bad news is, that's not going to happen.

The good news is, with some introspection, diligent effort, and practice, you can craft impactful messages that move prospects to take action and deftly turn around reflex responses, brush-offs, and objections.

As we've already established, the thing that makes prospecting so hard is you are interrupting someone's day and that interruption creates immediate resistance and, sometimes, not-so-pleasant responses from your prospect. Words and how you use those words—no matter which prospecting channel you are leveraging—can either increase the severity of that reaction and subsequent rejection or reduce resistance, break down emotional walls, and improve the probability that qualified prospects will respond positively to your request for their time.

In our crazy-busy world where everyone, is in a state of near-constant stress, asking for your prospect's time is the most difficult request you ...

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