Jag Venugopal's Blog

June 6, 2012

Never forget the radio station WII FM

Filed under: Project Management — Jag @ 6:33 am

I get countless calls each week, that all go the same way: “My name is so and so, and I want to talk to you about such and such…”

In precisely 100% of instances, these communications have been summarily deleted. I never take a cold call.

I feel sad for the person that’s trying to make a sale, knowing that they will meet with similar rejection in every call they make. How could they do better? I have three suggestions:

First, clearly answer the question “What’s in it for me?”. If you cannot answer it, don’t bother. If, on the other hand, you’ve somehow come up with an answer I like, then your pitch becomes a lot more persuasive.

Second — do your communications resemble brochures, or do they actually give me some small nuggets of information that are immediately actionable? If you want to talk about BI, first provide some BI related information that I actually care about. Then, segue to your company and your product. You don’t need to serve up a big tome… a few tidbits of useful knowledge conveyed in a newsletter will motivate me enough to read more, and actually understand what you’re trying to say.

Third, don’t offer bribes. Two companies proposed to give me Red Sox tickets in exchange for considering whatever they were selling. Countless others send me all manner of tchotchkes. You’re wasting your time and money. I will never accept a gift from a vendor. Ever. Tchotchkes like pens and pencils with your logo on it get gifted to the first kid I can find. Money wasted for you.

Ultimately, Dale Carnegie said it best: “Bait the hook to suit the fish”.


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