Salespeople, when in doubt, ask questions.

An email in inbox this morning opened with the following:

Hi Raymond. No doubt COVID-19 took a took a toll on your business. That’s why we’re reaching out to you today.

No, it hasn’t.

And only my mother calls me “Raymond.”

In sales, we’re coached to “be an expert,” “establish credibility immediately,” and “bring a piece of information that shows you understand the prospect’s business right away.”

This is excellent advice, so long as you are an expert, have credibility, and do understand the prospect’s business.

If you don’t, don’t pretend.

When you pretend and you’re wrong, you’re just announcing that you aren’t an expert, have no credibility, and don’t understand the prospect’s business.

Worse, you negatively impact your brand as a salesperson and as a company forever.

What’s that, you say, “Isn’t this a great way to filter out unqualified leads?”

Great question.

And, no, it is not.

Generating demand with practices that negatively affect your brand hinders the long-term viability of your growth strategy. Just because someone isn’t a prospect today doesn’t mean they don’t contribute in one way or another to brand development.

Unless you want to be known for shoddy and impersonal messages that don’t land, ask questions to engage, not shot in the dark statements.

Hi, Ray. Many, if not most, of the businesses we work with have been hammered by COVID-19. Are you among the millions of business owners looking for help?