Why Clear Use Cases Enable Sales Teams to Sell Complex Technologies | Rob Ashton - 1614

On today’s episode of The Sales Evangelist, our host, Donald Kelly is joined by Rob Ashton to discuss the power of writing and three things that you need to understand to convert more prospects when writing emails.

Reading is not speaking

• We are born with structures for speaking, but writing takes years of dedicated practice in order to rewire the brain.
• Because reading is so complicated we don’t do it in real-time. Our eyes skip through the page and our brains fill in the rest.
• Reading is much more complicated than we realize.

Writing is not great for everything

• You really need to put yourself in the shoes of the prospect.
• Think about how interested they are in this, how much they know already, what is their priority, and when was the last time we talked about this.
• Writing is not good for emotive issues.

Our brains are not computers and writing is not data transfer

• We often believe that emails should be short bullet points, but it is not always the case.
• As human beings we think in narrative and bullet points are not good at communicating nuance and risk losing control of the narrative.
• Remember that you are building a relationship and you have to assume sending a bulleted list will not build relationships.

Episode Resources

• Check out Rob’s website at robashton.com

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Mentioned in this episode:

HubSpot and bluëmago | STUDIOS

HubSpot and bluëmago | STUDIOS hubpspot.com/marketers bluemangostudios.com