Tag Archives: conversations

Who Convinced us to Trade MORE for MERRIER?

Parties…  You love going to them.  What’s even better — you love getting that late minute call to go crash your buddy’s friend’s pad to join in the “uninvited”  festivities.

You can’t have hosted a party more than once in the past two millenia without a buddy asked you if he could bring some other dudes to the event.

It goes down a little like this:

YOU: Hey, I am throwing a little party at my place tomorrow night.  You wanna swing by?

BUDDY: Awesome.  I’ll bring some beers.  By the way, do you mind if I invite the other guys?

YOU: Sure.  No worries.  The more the merrier…

What came of this?

I will tell you.  Good times were had by all!

You had more people show up.  Things got louder.  And you didn’t find yourself talking to only that one person in the corner all night.  There was more of everything.  It got crazier.  And people probably had fun.

Back in Virginia, our house got to be called “Schmidty City” because of the memorable happenings that went down.  (Unfortunately, I wasn’t able to stop that picture from floating around the interwebs of me wearing a pink tube-top…)

Let’s get serious for a second.  Especially as we think about closing out the year.

“MORE” works for parties — not for closing business deals.

For all the opposite reasons that chaos is the key to a great party, it’s the death of a business deal.

So avoid it…  Stop thinking that you are making progress toward closing that big deal because you have the amazing ability to fire off 3 gazillion HTML emails to only-slightly-less-then random Jigsaw contacts.

The only think you can chalk up to success is your tenacity for annoying other people.

Believe it or not, intimacy still matters in business.  The “merrier” part of the equation is most powerful — not the “more”.

So it might seem less than peachy to tell the “Big Cheese” that quantity isn’t your game, but that’s actually the truth.

Here’s a key pointer to help you keep your priorities straight:

Make sure you understand what the person on the other end of the deal thinks they are are getting out of the arrangement..

If you know that factoid and keep it top-of-mind as you work through your business deal, you will find yourself being much more successful.

As you go into 2010, keep an open mind about the idea of “edgy conversations” that I am spending more time defining.  More leads, more potential customers, more busyness — none of these is the answer.  You might find yourself sleeping fewer hours and running a more frenetic schedule, but you won’t find your revenue skyrocketing like you want it to.

Think “merrier”…  all the way to the bank!

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(Illogically) Help Me Be Your Customer

chokeThink through the mind of your customer… and ask yourself if you are “illogically” wooing your customer.  Are you doing what no one else will do to make them successful?  Are you working to guarantee that your customer hits a home run by working with you?

It’s not logical.  In fact, it doesn’t really make sense from a “nuts-and-bolts” perspective.

But like anything, when you swing the opposite direction, you get a better perspective.  Instead of being illogically helpful, let’s look at being illogically awful.  Let’s look at the bad emails we send and see how we can make them better.

The endless onslaught of crappy emails has accelerated.  It has gotten serious.  For some reason, crazy sales people who need to have a strong Q4 all decided that they need to mass email the world in the hopes that we will magically take an interest in their nonsensery.

There is no interest in a relationship or learning what might be important to you or me.  It’s all about their email and how they have access to an amazing service that we “can’t miss out on”.  I want to drag them into my office, throw them on the floor and let them know this simple fact that they are overlooking:

We have thoroughly enjoyed not “enjoying” your service; and if your current care of us is any indication of your future care, then we are best served to not be your customer….. ever — for the sake of our health.

It is such a horrible experience to get these emails.  It’s like a sudden nausea that has me tasting a little stomach acid in my mouth.  I feel sick but my head’s not warm.  I just don’t feel well after reading this chicanery.

I had one such illogically awful encounter earlier this month when I received the following email in my inbox…

Email1

Of course, I was more than a little surprised and then annoyed at the premise of the email. (In this case, “annoyed” is a code word for “enraged”).

  1. There is no mention of my name in this entire email (I am not totally sure if she sent this to the right person…)
  2. There is value statement (I can’t figure out what really sets Melissa apart as being worth my time…)
  3. There is no call to action (I am kind of confused as to what logical action Melissa expects from me…)
  4. There is way too much content (I immediately start skimming because it “appears long and boring…)
  5. There is different color font in the email (I start wondering “why” and if there’s a special reason…)

So I emailed Melissa back.  And yes, I was in a funk.  My time had been wasted.  My intelligence had been insulted.  I was upset with myself that I had even given Melissa time in my busy day.  I was irate and so I shared my thoughts:

Email2

I just asked Melissa why being “illogically awful” was a reason why I should care. And not to be outdone or undeterred she let me know.  She wasn’t trying to woo me as a customer.  She was throwing data at me and hoping that I might be interested.

AWFUL!

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A truly “illogically awful” experience.  Melissa clearly did not want me as a customer.

A lot of sales books tell you that you qualify and don’t take chances with customers — that you do exactly what Melissa did:

  • That you refine your questions to only work with prospects who have money and time…. you get then give…
  • That you only build a relationship once you see that your prospect has something “in it” for you…  you prioritize based on immediate perceived value…
  • That you trade enough negotiable points and win a deal without taking any risks…. you never appear vulnerable or genuine…
  • That you explain all your moves logically in a “I always win” matrix… you need to appear important and in control…

But let’s not belabor the illustration.  We can learn how to be “illogically helpful” by doing everything that Melissa failed to do.

  1. Be personal — Start the email by calling me my name – my first name and leave off the “mister”….
  2. Be brief — Keep it to 5 sentences max.  If you need to tell me more, don’t…
  3. Be thorough — Tell me something you know I don’t know… and convince me you’re bad-ass…
  4. Be creative — Leave me wanting to hear the rest of your idea…
  5. Be different — Remove any buzzwords and industry “gibberish” that make me tune you out…
  6. Be inspiring — Combine what you want from me with what I care about.  I might actually get involved…
  7. Be important — Leave me good contact details so I can return your call or email and add you to my address book…
  8. Be neat — Proof read your email to make sure it is grammatically “mostly correct”.  Bad punctuation is distracting…
  9. Be safe — Don’t go nuclear on a random idea until we have a relationship. (i.e. politics, religion, etc…)…
  10. Be vulnerable — Admit it if you want help.  If you claim to have it figured out and don’t I lose respect…
  11. Be About Me — Rewrite your email if there are more I‘s and me‘s than you‘s.  You are writing to me so make it about me…

And here is the kicker: If you follow all the traditional sales rules (like Melissa did) you might never really ever lose a big deal.  You’ll never be in a position to question whether you made the right decision.  You’ll never have to take risks….

But you’ll never have the illogic to support yourself landing big deals.

Stop Shouting at Me

1039171_52843470Since when did we as business people decide that having conversations was too much work?

Instead of discussion with our customers and the community we decided that SHOUTING at the world was the “latest and greatest” in sales-marketry…  That being annoying was a great replacement for providing value to the community around us.

(If you see the guy who switched the playbook let me know so I can slip him over the border into North Korea.)

I want a lifetime ban on boring HTML newsletters.  They just suck.

At least pretend to know my name.  I feel like the other side of a bad date.  Like I am being used for just another number in your “see my 10 gabillion readers” quest for encyclopedic  nonsensery.

And here is the ironic part about the craziness of your bad content:

I really want to be inspired by what you have to say to me.  I want to get a rush of adrenaline and nod my head at the end of each paragraph as you rock it out.  That’s what I want from our conversation.

Instead, you think that your fancy picture (which I have now officially deemed “Lame 2009 Clipart” or L2C for short) does a better job of telling me what you really want me to know.

Here’s another paradox:  We all hate the loud dude in the office who just won’t shut up (which is usually me).   But then we turn around become the sales people of the world who fight fearlessly for our loud and impersonal emails that just do the same thing.

We need to stop thinking about emails as sales tools and more as conversation tools.  If you wouldn’t kick down your customer’s door and start spitting sales facts in his face in person, then don’t do it with your emails.

Stop shouting….

Start sharing.