Jeff Molander

Jeff Molander is a sales communication expert at Molander and Associates, and he teaches sellers a communication method to set meetings with decision-makers more often. He calls his technique the spark-selling method.

Jeff also co-founded what became the Google Affiliate Network and Performics Inc.

Expert session

Tactic that has had the biggest impact on Jeff’s success

Never asking for the meeting/call in cold email

Result if you follow the steps in Jeff’s session

Earn more response and set qualified meetings, in less time, because of communications habits that apply mental triggers

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

We need templates. That’s for sure. My team and all my clients use templates. I want to be clear about that. But how we use them is what makes the difference between success and failure. So customers know what a spammy non personalized email looks like. Right?

Think about it in your life. You know what it feels, like almost before it hits your inbox, right. So they are so easy to spot and delete these things. So your email will get deleted if it’s not personalized using research.

And the final way that you may be sabotaging yourself here is really by not being brief and blunt and basic. So the best way to show you what I mean is, you know to actually show you so let me give you an example of from a real life client that I’m working with.

So a quick example from Danielle. Danielle sells a software tool. And her target market is executives in charge of customer service and self service type experiences, using call centers or what is now being called a contact center.

So Danielle’s market, our companies that have a group of people that sit in a room that needs to interact with customers, it could be customer support, could be inbound sales, could be outbound sales, could be technical support, whatever it is, right.

So let’s just have a look here at her email. And she’s saying, John, noticing that you added chat to your contact center three months ago.

Boom, it is all about, you know, hitting them over the head with the fact that you’ve done some research.

And it’s not, oh, by the way, I saw you on LinkedIn. And I saw that you’re the decision maker for call centers, you know, and I’m someone who’s, you know, gonna jump into this whole thing with you now, you know, hey, I noticed that you added chat to your contacts that are three months ago, this does not sound like a piece of spam. Right? This sounds like a note from someone, a human being, right?

This triggers me to ask you, how would you know when it’s time to consider adding screen sharing? Well, that’s a really smart question. If you’re John, you’re thinking, all right, well, how did that, you know, why is Daniel asking me a question about how I make decisions?

It’s a lot different than saying, hey, are you aware of this solution? Or would you like to have a meeting? Right, it’s just totally different in the context of this is, you know, Danielle has done research.

So there’s other parts here that I can get into. But we have such limited time together, I just want to kind of move past and just remind you that this is hands down, the most powerful thing that you can be doing with your cold email, is researching the prospect and then hitting them over the head with your research to again, prove that you’re not a bloody spammer.

So okay, Liam, the other way I see people making their lives miserable is by asking for meetings in their cold email. You should avoid this in 95% of the clients that are calling on 95% of the time.

They’re not in buying mode, right? They don’t yet realize that they need to speak with you so because they haven’t surfaced the pain yet, the problem or they have yet to set a goal for themselves. The need for your thing has not materialized yet.

And if you ask for the meeting too soon, they’re just going to say no, of course right? Or they’re going to delete you. Only to set a meeting with a competitor of yours two months later. All because you asked for a meeting too soon.

Instead, it’s best to provoke, don’t ask for, a discussion that leads to a potential meeting.

And why would you want to provoke a discussion? That would lead to a meeting because I got to tell you, and you know, this is true guys and gals, mobile, right?

People don’t have the time to be reading, you know, more than after five to seven sack I mean, the data is in you have eight seconds, actually, before someone’s gonna decide to delete you in the business to business context.