Avoid the dreaded delete button

Are you frustrated with your sales prospecting results? Are your phone and email messages delivering minimal returns? If so, I have a solution for you, and it’s very simple: Stop writing messages that are filled with delete-inducing words.

For example, using an adverb or adjective to describe your products is almost guaranteed to get you deleted. I’m talking about keywords such as “leading edge,” “state of the art” and “award-winning.” Delete! If you sell services, don’t use words such “passion for excellence,” “out of the box,” “innovative” or “creative.” Delete!

Don’t talk about what your company specializes in either. For example, if I say, “We specialize in sales training for people who are selling to the corporate market,” 95 percent of people will delete my message. Why? Because they’re already working with another company, or they don’t think they need such training right now.