This is a lesson in what NOT to do.
For the past month or so, this guy — we’ll call him Derek — has been harassing me about switching from Aweber, as my autoresponder, to using Constant Contact. Here’s his main pitch:
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Constant Contact has a 97% percent email deliverability and a compliance department. Meaning that 9.7 out of 10 of your sent emails will get to the inbox and pass the spam filters vs other programs (Aweber) can only guarantee 7 out of 10 of your emails with no one to call.
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It’s a compelling enough pitch.
I’ve actually considered it.
But, there’s a few problems with his approach that have taken me from seriously considering it to “no way in hell and if I did, I’d do it on my own without him” — that YOU can learn from if you’re going to cold email people like this.
1. Prove it.
He’s emailed my 6-7 times over the past few months and continues to parrot the same email deliverability line, but he just says it. Where does that 97% number come from? And, don’t just link me to Constant Contact…
Because I’m assuming they’re biased.
Show me it’s real.
Show me the stats about Aweber are real.
Don’t just parrot the same line over and over and assume I’m just going to believe it. Prove it with a source that is independent and trustworthy and really makes me believe and I’m a lot more likely to pay attention.
2. Handle objections
Beyond proving it… you have to deal with the natural objections people will have. For example, I think a lot of the statistics around email are bunk. Mainly because of the way these autoresponder services do their tracking…
And, how ESPs like Gmail make that tracking harder in a lot of ways.
But also because I’ve seen some weird stats happen in my own experience…
That make me question that tracking.
You have to recognize those objections exist and address them. NEVER leave objections unaddressed. They won’t just magically go way. And, clients won’t hire you if they have objections. You have to tackle them head on.
3. Why should I care?
Next, YOU have to explain in detail why I should care. Connect your pitch to the thing I care about most — which in this case is my bottom line. Show me how the difference in deliverability rate affects my bottom line.
Show me the numbers.
Don’t assume I’ll do the math.
I’m not going to sell myself FOR you.
YOU have to do it.
4. Change it up
If you’re going to harass me, at least change up your pitch. Mention other sales points about the product. Tell me about the success stories of other clients who’ve switched from Aweber to Constant Contact…
And, the increases of revenue they saw.
Don’t just parrot the same line over and over.
If it didn’t push me over the edge the first time, simply repeating it verbatim over and over isn’t going to work. It just annoying and makes me never want to work with you even IF I decide to make the switch.
So, there you go.
Do with that what you will.
I’d bet you could look at your own service pages and pitches and find ways you could make them even more compelling using what I just showed you.
Another way to crank up the persuasiveness of the services you offer is to increase their *perceived* value — the value of those services in your client’s mind. The more you do that, the more you can get hired…
AND, the more you can charge.
And, if you want, I’ll teach my system for doing that in my 5-Figure Formula course which you can learn all about here:
Later,
John
Idea Engine LLC
P.O. Box 245
Winona, MO 65588
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