Sell Beyond The Inbox

Today’s Skill: Reading Between The Lines

Picture this scenario: You’ve been talking with a potential client for a few weeks, covering a range of options that could help them. The rapport is good, but they mentioned wanting to look at other vendors before making a final decision.

Then, out of the blue, you get this email:

How would you respond?

🤔 I want you to take a minute to think about it.

Got it?

Now, which of these most closely matches that response?

1. You answered their question directly, with a short, concise response.

2. You explained the project deliverables in depth and attached a visual.

3. You followed up with a question to gain more clarity before answering.

4. You asked to have a call to clarify a few details in order to provide a more accurate response.

No matter which you picked, you aren’t technically wrong. Each can be acceptable depending on the circumstances.

However, Founders new to selling tend to take the “passive” approach more times than not to avoid additional friction in the process (remember, that tension can be good though!)

If we had to rank them, #4 is by far the best approach here.

Why is it better?

Because there are so many questions we don’t have answered, such as:

• How are they making the final decision?

• What’s changed in the last few weeks?

• Which project or option are they referring to? (that could change pricing)

• Are we their top choice, depending on how we respond?

• Is there a specific deadline they’re trying to meet?

Simply answering the question leaves too much ambiguity. We lose control of the narrative if deeper issues go unaddressed.

Then, it leaves the potential client to fill in the gaps on their own. We definitely do not want that happening.

That’s why I recommend asking for a quick call when it makes sense.

It might look something like this:

Setting up this brief conversation accomplishes a few things:

• It helps confirm the project details and timeline that align with their goals.

• It allows you to uncover any remaining concerns.

• It lets you find out exactly where you stand.

• It’s an opportunity to build the relationship.

We learn so much more by talking. Email can be misread, and you can lose a deal just by having the right idea conveyed the wrong way. Whenever possible, opt for a call and save yourself the back-and-forth or guesswork.

It might feel uncomfortable to ask for more time when they want an answer, but remember, you’re there to guide them. If you don’t have all the information, giving a half-answer doesn’t help you or them.

You won’t do this every time. Context matters.

For instance, If they already chose you as the vendor of choice and just need a quick fact, email away. But when you’re still in the middle of a sale and there’s ambiguity or missing information, it’s better to pick up the phone.

Almost nothing amazing ever happens by bouncing emails back and forth. When in doubt, talk it out.

Action item:

Whether you respond via email or use this call-first approach, stay alert for signs you might be missing something.

Rely on that “gut feeling” and make sure you read between the lines. I like to be a “Skeptical Optimist” in order to not get happy-ears and miss a critical message.

Be ready to recognize these situations and stay confident in your approach. Talking it out is almost always the best way to keep everyone on the same page.

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