Too many prospects will politely smile and nod through your entire sales pitch – when all they’re really doing is nodding off to sleep. How do you wake them up? It takes an eye-opener – an unexpected problem or issue that will grab their attention early on in your sales message. One of the most effective eye-openers we use is to tell prospects they’re on the wrong plane…. “Excuse me, but what did you just … [Continue reading]
How to pitch to very senior executives (a 10-point checklist)
These are the kind of people who schedule their day in 15-minute blocks. They have notoriously short attention spans – but if they’re willing to meet, you’ll get their undivided attention. Here are 10 things they wish you would do when you pitch to them. 1. Cut to the chase. Boil everything down to the essentials. Go into your meeting with 3-5 key points (we do this with a framework we call The 5-Point Pitch). … [Continue reading]
Try this one-question test to gauge the appeal of your content
You’re creating content. Maybe it’s a blog post. A whitepaper. Anything. There are lots of ways to measure its effectiveness after you’ve published it. But what about before? How do you know if the stuff you’re writing will actually move the needle? There’s a great rule of thumb for creating content that prospects will actually read. And it all comes down to one question: “Who would want to read this in their free time?” If … [Continue reading]
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