Many times we are tempted to try to get in a whole bunch of ‘value’ in the reason for the call hoping we’ll hit on an apparent need and get a ‘yes’. That causes us to make them (too) long and full of info.

However, there two operative rules in play that make that approach problematic at best. Those rules say:

1. Less than 5% of our targets believe they are in the market for what we’re selling when we call – so they don’t think they need to talk to us

2. We are interrupting our targets when we call – so they don’t want to talk to us

Therefore they will do anything, including lying to us to get us off the phone.

Ergo, save your better value points for the ‘Counter’ part of the call that will inevitably come on almost every call if you use our Bridge Question technique.

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