A while back, when I was browsing the feed on LinkedIn, I saw a post which said “Call our team member @ xxx to know more about Analytics”.
If you are wondering why I am writing an article on some commonplace post, please read on.
The person who posted assumed that we know what ‘analytics’ means, how important it is and also that we would want to know more. What a condescending statement, even if made inadvertently?
And he is not alone. Very frequently, I come across requests like
“I am lagging behind in my ideation validation. Can you spend an hour with me?”
“I need just a couple of orders to reach my target. Can you place your order now?”
All these requests are similar in the sense that they all ‘ask’ without any empathy and they believe that they are entitled to receive a positive response from the other.
Let’s first go back to this ‘analytics’ post. How could he have phrased it for a better impact?
“For you to know on how Analytics of your own data can help you take better business decisions, feel free to call us @ .”
You might have noticed that there are 2 subtle differences between the original message and this suggested one.
Firstly, the revised option puts the customer first, as in ‘for you‘. This works whenever we want to propose or ask something, be it as simple as asking for an appointment or as deep as asking for his/her order. Most ‘asks’ like the personal requests I shared, violate this cardinal principle primarily because we are too obsessed with our needs and wants and also because we take the other person for granted. We don’t realize that our ‘ask’ has to cut through a clutter of ‘asks’ that our potential customer is facing every minute and unless we get his/her undivided attention even for a second, our ‘ask’ is going to fall on deaf ears.
Once we have got the other person’s attention, we then put the ‘why’ ahead of the ‘ask’. In the above instance, it is “using analytics to help you take better business decisions” is the ‘why’ and it is ahead of the ask “call us at …” By doing so, we are increasing the chances for the ‘ask’ to be acted upon favourably.
In short, we put the customer first to get his/her attention and then the ‘why for him/her’ to get the desired result.
Now, if you would like to phrase your own requests to improve your chances of getting a favourable response, engage with us on ExSell
(I suddenly realized that in the above sentence, I had put you, the reader and potential customer, at the beginning, your desire ‘to elicit a response’ in the middle and the ask of ‘engage with ExSell’ at the end)