Open With a Reason, Not a Pitch
Forty ways to open with a reason instead of a pitch, so your first words give people a reason to listen.
A good reason opens a door. A pitch closes it.
40 tips that really help
These ideas come from Selling to Big Companies (Jill Konrath), Smart Calling (Art Sobczak), SPIN Selling (Neil Rackham), and Made to Stick (Chip and Dan Heath), and everyday practice. The first six help the most. Pick one and try it today.
Why reasons beat pitches
People want to know why you are calling them in particular. A good reason answers that at once. A good reason beats a pitch, because it answers ‘Why me?’
Write your usual opening in one line. Ask, ‘Is this a pitch or a reason?’
Use a trigger event
A new hire, a move or a launch gives a natural reason to reach out. Look for one trigger this week. A trigger event is a natural reason to call.
Set an alert for two target companies. When an event appears, write it in one line.
Use a shared connection
Mentioning a mutual contact builds instant trust, if it is true. Find one shared contact. A true shared connection is a strong reason to call.
Look at one prospect’s profile for shared contacts. Ask the shared contact for permission to mention them.
Use their own content
Referring to something they wrote shows you paid attention. Read one of their posts. Refer to their own words, and you show you listen.
Find one recent post or article by your prospect. Read it, and note one idea.
Use a common problem
Naming a problem typical in their industry shows you understand their world. Write one such problem. A common problem is a reliable reason to call.
Write one problem that is common in your target industry. Use the words customers use.
Use a customer story
A short story about a similar customer makes your reason concrete. Prepare a two-sentence story. A short customer story makes your reason real.
Choose a short story from a similar customer. Write it in two sentences: before and after.
Use a local link
Being in the same city or at the same event creates common ground. Find one local detail. A local link makes a stranger feel closer.
Look for one local detail about your prospect, such as the town or an event. Write it as a short line.
Use a question
A real question shows curiosity and invites a reply. Write a question that interests you. A sincere question is a respectful reason to call.
Write one open question that you truly want to know. Make it easy to answer.
Use a true figure
A relevant statistic with its source adds weight to your reason. Find one reliable number. One true, sourced number adds weight to your reason.
Search for one reliable figure about your prospect’s problem. Write the source and the date.
Use an honest compliment
A specific, true compliment can open a warm conversation. Write one about their work. An honest, specific compliment opens a warm call.
Find one thing you truly admire about your prospect’s work. Write it as a specific line.
Be specific
Vague reasons sound like scripts, while details sound like care. Name one detail. Specific details turn a script into a real reason.
Read your reason, and mark any vague word. Replace it with a name, a date, a number or a place.
Be honest
A reason that is not true will be discovered and costs you trust. Check every claim. An honest reason builds trust, and a false one breaks it.
Read your reason, and list each claim. Check that each is true and provable.
Be brief
One clear sentence is better than a paragraph of background. Trim your reason to one line. A reason should be one clear line.
Write your reason in one sentence. Count the words, and cut it to twenty or fewer.
Be relevant
The reason should matter to them, not only to you. Ask ‘Why would they care?’ A good reason matters to them, not just to you.
Write your reason. Ask ‘Why would they care?’ and answer honestly.
Be timely
A reason with a ‘why now’ feels more urgent and real. Add one time reference. A real ‘why now’ makes a reason feel alive.
Look for one timely event in your prospect’s world, such as news or a deadline. Write a one-line reason that mentions it.
Avoid "I wanted to introduce my company"
It is all about you and gives them no reason to listen. Replace it with a reason about them. Do not introduce your company first. Give a reason about them.
Check your opening for ‘I wanted to introduce’ or ‘I am calling to tell you about’. Replace it with a reason about them.
Avoid "just following up"
It says nothing and adds nothing. Replace it with something new. Replace ‘just following up’ with something useful.
Check your last follow-up for ‘just following up’ or ‘checking in’. Plan one new piece of value to add, such as a tip or a link.
Avoid feature lists
Listing features too early overwhelms the listener. Cut them from your opening. Do not list features early, but share a clear benefit.
Check your opening for any list of features. Remove them, and keep one clear benefit.
Follow the reason with a question
A question keeps them involved and gives you information. Write your question. After your reason, ask a question and listen.
Write a question that follows your reason. Make it open and easy to answer.
Listen to their answer
Their reply tells you whether to continue or to adjust. Pause and listen fully. Listen fully to the answer, and let it guide you.
After your next question, count to two before you speak. Note key words from their answer.
Adapt on the fly
If your reason does not land, switch to another quickly. Prepare a backup reason. Have a backup reason, and switch calmly if needed.
Write two reasons for each call: a main one and a backup. Make them different in kind, such as a problem and a question.
Keep a list of reasons
A running list saves time before every call. Start one today. A running list of reasons saves time and gives you ideas.
Open a sheet with columns: triggers, problems, stories, figures and links. Add at least one entry in each column.
Update it with news
Fresh events give you fresh reasons. Add one item weekly. Update your reasons weekly with real news.
Put ten minutes in your calendar each week for news. Read your industry news and note one event.
Share your list
Colleagues can add ideas and learn from yours. Send it to a teammate. Share your list, and it will grow.
Put your list in a shared document. Send it to one colleague or friend.
Test your reasons
Different reasons attract different responses. Compare three reasons side by side. Test your reasons side by side, and let results teach you.
Choose three different reasons. Use each on ten similar calls, keeping the rest the same.
Track which work
Numbers tell you which reasons earn conversations. Keep a simple tally. Track which reasons work, and numbers will guide you.
Draw a table: reason, calls, conversations and next steps. Mark each call as you go.
Drop weak reasons
Remove those that never get answers. Delete your weakest reason today. Drop what does not work, and make room for better.
Look at your tally for the weakest reason. If it has been tested well and still fails, delete it.
Practise aloud
Natural delivery makes any reason more convincing. Say two reasons out loud. Say your reasons aloud until they sound natural.
Choose your two best reasons. Stand up and say each aloud five times.
Record yourself
Listening back reveals awkward phrasing. Listen once this week. A recording shows how you really sound.
Record your reason and question on your phone. Listen, and note one thing to keep and one to change.
Role-play it
Practising with a colleague builds confidence. Do a five-minute exercise. Role-play your reasons, and your calls will feel easier.
Ask a friend for a five-minute role-play. Play a call with your reason and question.
Match the reason to the role
An owner and an operations manager care about different things. Write one reason for each. Match your reason to the role, and it lands better.
Write one reason for an owner and one for a manager. Add one for an assistant, asking who to contact.
Match the reason to the industry
Industry-specific reasons feel more relevant. Write one for your top industry. Match your reason to the industry, and it feels relevant.
Choose your top industry. Write one reason using its words and a problem it knows.
Match the reason to company size
A small shop and a large firm have different concerns. Adjust one reason. Size shapes concerns, so adjust your reason.
Write one reason for a small firm and one for a large firm. Check the size of each company before you call.
Use it in email subject lines
A good reason also makes a good subject line. Write one subject line now. A good reason makes a good subject line.
Write your reason in five words. Make it honest and specific, with no hype.
Use it in voicemail
A clear reason makes a voicemail worth returning. Record one short voicemail. Put a clear reason in your voicemail, and people call back.
Write a voicemail with your name, your reason and your number twice. Practise it aloud, and time it under thirty seconds.
Use it in LinkedIn notes
A short reason improves connection acceptance. Send one note today. A short, honest reason improves your connection notes.
Write a three-line connection note with a true reason. Change one detail to suit the person.
Use it in person
Face to face, a natural reason starts conversations at events. Prepare one opening line. A natural reason starts a real conversation in person.
Write one natural reason for an event. Practise it aloud with a smile.
Say the reason in a friendly voice
The same words can sound warm or cold. Smile and slow down as you say them. Say your reason with a smile, and it sounds like care.
Say your reason once in a flat voice, and once with a smile. Listen to the difference on a recording.
Check the reason with a friend
A friend can tell you if the reason sounds natural and clear. Read your reason to a friend. Test your reason on a friend before you call.
Read your reason to a friend who knows nothing about your work. Ask: Is it clear? Does it sound like me? Would you want to hear more?
Use it today
Reasons improve with real use. Make three calls with a new reason. Use your reasons today, and learn from real calls.
Choose three people to call today. Write a different reason for each from your list.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“I am calling because I saw that you are hiring.”
“I noticed your recent expansion.”
“Companies like yours often struggle with this.”
“Does that sound familiar?”
“I wanted to ask before taking your time.”
“Thanks for listening.”
Your first week
One small action a day. Each day is only a little bigger than the last.
List five possible reasons to call
Write one for a real prospect
Test it on three calls
Compare with your old opening
Pick the best
Teach a colleague
Keep a reasons list
Further reading
- Fanatical Prospecting (Jeb Blount)
- Cold Calling Techniques (Stephan Schiffman)
- The Little Red Book of Selling (Jeffrey Gitomer)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
More lessons in “Make the First Contact Count”
Keep going. Small steps every day make a big change.
← Previous: The Friendly InterruptNext: Get Past the Gatekeeper Kindly →
- Why Calls Still Beat Everything
- Your 20-Second Opening
- The Friendly Interrupt
- Open With a Reason, Not a Pitch
- Get Past the Gatekeeper Kindly
- Leave a Voicemail People Return
- What to Do When They Say "Not Interested"
- Subject Lines People Open
- The Three-Sentence Email
- Personalise in One Line
- Make One Clear Ask
- Follow-Up Emails That Do Not Annoy
- The Friendly Breakup Email
- Fix the Mistakes That Land You in Spam
- A LinkedIn Profile That Attracts Buyers
- Connect With a Note, Not a Pitch
- Comment Your Way Into a Conversation
- Share Posts That Show Expertise
- Slide Into Messages Politely
- Turn a Like Into a Call
- Social Selling in 15 Minutes a Day
- Walk Into a Business With Confidence
- Your 10-Second First Impression
- Handshakes, Smiles and Eye Contact
- Start a Chat at an Event
- Hand Out Cards the Natural Way
- Read the Room Before You Speak
- Leave Something Memorable Behind
- Ask for a Meeting Without Begging
- The 15-Minute Offer
- Propose Two Time Options
- Confirm Meetings So They Show Up
- Reduce No-Shows Politely
- Rescue a Stalled Conversation
- I Am Busy: What to Say
- Just Send Me Information
- We Already Have a Supplier
- Send Me an Email
- Call Me Next Quarter
- Stay Friendly and Stay in Touch
