Issue link: https://nbm.uberflip.com/i/1488543
G R A P H I C S - P R O. C O M J A N U A R Y 2 0 2 3 • G R A P H I C S P R O 6 9 Com Ed image is the local utility company in Chicago, Illinois. (Image courtesy DC Caldwell, DC Mad Hatter) always sound the same. ey say, "Hi Mrs. Smith, it's John Doe calling from ABC Company. How are you today?" We know they mean well, but it is highly doubtful that they really care about how you are doing. Frankly, I usually do not have time to waste on social chitchat when I am working, particularly with someone that A) I do not know and B) is trying to sell me something. When you are in sales mode, you do not need to start with meaningless chit- chat. Instead, I propose that you need to get to the point. Let the other person know why you are calling, from their per- spective. Tell them how they will benefit if they keep talking with you, continue reading your email, or scrolling down on your post. It seems that many people are trying to do more in less time these days. is is even more true as we reach the end of the year. People are stretched thin, as there are gaps in the work force in nearly every sin- gle industry. I am not suggesting that you should be curt, abrupt, or rude. e goal is to respect the time of the person with whom you are communicating. Cut to the chase quickly and present the advantages or benefits you offer. If you use the "Hi, how are you today?" approach, you may find that your results improve dramatically once you take a more direct approach. It may take a lot of practice in the beginning, but you will usually find that the executives and busi- ness owners you call on do not seem to mind or even notice. Craft a statement that you can use to introduce yourself over the phone and in person that follows this format: [What you offer] so that [how they benefit]. If you are speaking with a retail business owner, your introduction might go like this: "I/we (some version of ) create custom apparel and products so that (some version of ) your customers can quickly identify a salesperson if they need assistance or are they ready to make a purchase." Look through your client base and iden- tify the different categories of customers that you serve or want to serve. Your cat- egories will be unique to your business. Tell them how they will benefit if they keep talking with you, continue reading your email, or scrolling down on your post.