Selling is fundamentally about conversations.
Sometimes they happen in emails. Sometimes on the phone. Sometimes face-to-face.
But it all comes down to this: what words are you using, and how are you using them?
When I was a lawyer (now fully recovered), words were everything. Lawyers are careful about words because they affect outcomes.
Same thing with sales.
Your first ten to fifteen seconds on the phone with a prospect are important. Get the words right.
Your email’s subject line matters. The content matters. Before you compose your email, follow the advice of my tax law professor: “Think it through.”
Mastering conversations also requires good timing. Reply immediately, or at the end of the day?
Think about the best venue for your conversation. Just because you received an email doesn’t mean it’s the best forum for your next communication. Perhaps you should advance to a phone conversation, or an on-site meeting.
Read carefully. Emails can be misleading. Without gestures, tone, and pitch, you may not understand what a prospect is truly thinking. I’ve sometimes mistaken curt language for anger. One of my maxims: when in doubt, pick up the phone.
Lead qualification is all about words.
Sales: “Do you have budget for this?”
Prospect: “Absolutely!”
That’s an example of a poor initial qualifying question yielding a vague answer. Choose your words differently, and you can do a better job of qualifying.
