HOW TO DELIGHT
When you get a call or an email from someone, what makes you read it? What makes you delete it? Well, whatever you do is probably what your customers are doing.
They don’t need a sales pitch; they need a sales idea.
They don’t need a special offer; they need a sales lead.
They don’t want to know how to spend money; they want to know how to create more value more for themselves, their people, and their customers.
They don’t want to know how to save money; they want to know how to make more profit.
IN SHORT: They don’t need (and will delete) stuff about you, they want, and will read, stuff (and will keep) about them. And if they get that, they won’t mind some sort of offer from you.