The venerable Martin Wolf, the FT’s hugely respected chief economics commentator, has written a very thought-provoking article looking at a study by Robert Gordon of Northwestern University. One of the central arguments is that the technology revolution will not drive growth in the way previous industrial revolutions have. It is an argument that many in the technology and public policy circles will disagree with, but the article is sensible, thoughtful and a must-read.
The alternative close
The idea is simple. If you’re selling something, then there’s no reason your buyer should work to help you. Even something as simple as opening their Outlook calendar and finding an available slot or two can be too much like hard work. The alternative close helps by offering simple, binary choices.
So, the hot lead agrees to meet you. Excellent. Now, let’s get that meeting in the diary.
Me: Next week or the week after?
Hot Lead (HL): Next week
Me: Tuesday or Thursday?
HL: Thursday
Me: Morning or afternoon?
HL: Morning
Me: 10am or 11?
HL: 10am
Boom! The meeting’s been bagged by offering options so the hot lead feels like they’re in control, but there’s only ever two options and, most importantly, not meeting is never an option.
Brains vs. Brawn
A few years ago, the Welsh Rugby team were sponsored by Brains, the Welsh brewery. It was a great tie up.
Once, Wales played an away game in France, where alcohol sponsorship is banned. So they couldn’t have ‘Brains’ on their shirts.
The clever marketing people at Brains took their logo and switched it to “Brawn”. Same font, layout, etc. Everyone knew what it meant and who it represented.
Brains vs. Brawn. Clever, memorable and a good description of rugby.
This post was originally published here on Predatory Thinking.
Own the phone
One of the reasons I was good at it was that I quickly learned how to ‘own the phone’.
Most people make a call or answer one so they can speak to people. There’s a conversation, a back and forth. It’s a sound-based medium and people expect sound. It struck me that most awkward points in a telephone conversation aren’t when both people are trying to speak, it’s when no one is.
Silence just isn’t what you expect to happen on the phone. It’s awkward, it makes people uncomfortable and they want it to end. So how did I use this little insight to my advantage?
Well, I worked out that when I asked a question and then said nothing, the silence would build pressure. The pressure would build and build. Eventually, the other person would answer. Not because they wanted to, but because they wanted the silence to end. Once they’d answered my question, I knew they’d answer all my questions, that they’d want to avoid that awkward silence.
Now, this little trick didn’t help me persuade more people to sign up for a credit card, but it did mean that people listened to me and answered my questions. They took me seriously and I didn’t waste leads.
The flipside is true too. If you ask a question and the other person doesn’t respond, the pressure builds. If you rush in with another question or clarify your original question, then you’ve lost. Deep down, they know they don’t have to answer your questions. They don’t have to talk to you. You’ve lost that call and you have wasted a lead.
Only one person can own the phone.
Securing the last glass of wine
Social convention dictates that you must offer your dining companion some wine before pouring any for yourself. If you’re channeling your inner greedy glutton, this is the moment when some intelligent use of language comes in handy.
Lifting the bottle, with a friendly tone and look of sincerity you say the words:
“You don’t want the last glass of wine, do you?”
Almost without fail, your dining partner will decline.
The trick here is that you’re planting a thought – you don’t want the last glass of wine – into your friend’s mind, then following up as if it was a question.
Thus, with social convention observed, you are left to enjoy your bounty.