Never Say This

Hi - Please never say you’ll dramatically improve these things when reaching out to strangers:

❌ROI 

❌Revenue

❌Leads

As Zig Ziglar said, “people buy based upon emotion and justify based on logic”.

You can use KPIs and ROI calculators later down the funnel but not in your first call or even worse, in a cold email.

Even if you sell to who you think is the most boring, vanilla person in the world, they are still human. I train a company that sells to accountants - and yes even accountants, the most numbers driven people in the world are humans and have families, go to bars. We need to connect with them outside of spreadsheets.

So rather than just telling an accountant you can save 40% of their time on manual work, I’d reframe it to this:

It’s soul destroying for your book-keepers when they’re manually scanning physical receipts at 7pm when they just want to be at home having dinner with their family.

See the difference?

To learn more about selling with purpose, listen to me discussing this topic here.

-Michael