What are “gut†questions?
Dean Waye ??
Pull B2B customers into conversations. I figure out (and write) the words to hook new customers. Clients of all sizes on 6 continents. Mostly complex B2B. Results, and more results. Mildly famous in the CRO / CMO world.
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There are 2 kinds of questions in outreach.
Brain questions and Gut questions.
Brain questions are logical and external.
Gut questions are emotional and internal.
Gut questions nudge people into their own thoughts and feelings.
I’m not a fan of Brain questions in cold B2B outreach.
Here are some examples:
-????? Looking for a better way to onboard customers?
-????? Are you getting maximum value from your CRM?
-????? Is churn killing your margins?
If you're the sender these seem great. People will be interested if the question applies to them, and nope out if it doesn’t. And value is established right away.
The flaws with this kind of question are
-????? they’re easy to dispense with
-????? easy to say no to
-????? and easy to ignore.
We’re reaching out to people who didn’t expect to hear from us, so all of these are bad.
领英推è
But the receiver feels this stuff is boring, self-serving, or an unwelcome interruption. And it puts unasked-for work onto the reader.
(plus, what human could possibly know if they’re getting maximum value from a CRM?)
The other kind of question is the Gut question.
It’s job is to stop the reader, scroll-lock them, and push them into a sort of daydream.
Like these:
-????? What’s going through your customer’s mind as they onboard?
-????? Why can’t a CRM speed up deals?
-????? Churn is about people, so why are people leaving you?
None of these are yes/no questions.
Their job is to spark a train of thought for a few moments. Then the reader returns. And wants more than what their train of thought gave them.
Lucky for them, you’re right there onscreen, with a chance to get more.
Push past your Brain questions, into your Gut questions.
The readers who didn’t resist them are warmer prospects.
Which is a way to speed up deals, regardless of which CRM you bought ???
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Sales Growth Consultant to Leaders of B2B Services / Tech Businesses in Australia, USA, Online | Salesforce-endorsed Sales Expert | 100+ LinkedIn Recommendations | 2 Books | 200+ Sales Articles | ?? PeterStrohkorb.com ??
1 个月Dean Waye ?? that’s a great summation of what’s been wrong in cold outreach (regardless of channel) for decades. It’s also a great summation of what my methods teach my clients, namely to stop talking about your goods and services and to focus on your buyers’ outcomes instead. Create more “Lean-Forward Momentsâ€. ??
Fractional CXO | CEO Whisperer | Board Member/Advisor | Leadership Coach | Marketing Consultant | Fundraising/Capital
1 个月Great perspective, Dean, thanks.
Hockey Player - Not the Quarterback. The Multipreneur Marketer.
1 个月Brain questions = 1 word answers. the "what". Gut questions = "the why". Thus making them the REAL brain questions!