A Pakistani Immediately Got My Attention, Here’s How!
Westerners see some form of advertising at least 4,000 – 10,000 times per day. How can a Pakistani firm or person stand out in such a cluttered marketing world?
I am a person that get’s bombarded every day by Indian software firms and Pakistani software firms that want to gain my business. I also receive dozens of inquiries daily from Pakistanis on LinkedIn asking for career advice, asking for a job or just asking for help in general. It can become overwhelming answering people when my day is full already making sure my businesses remain successful, but I want to help as many people as I can. However, due to the lack of time, I do have to ignore quite a few requests. Also, frankly speaking, most people do NOTHING special to get my attention. When I see the same cookie cutter requests and pitches over and over, my eyes tend to glaze over them, and my brain ignores. I’m being honest here, and please don’t take me as a rude person. Being excited about responding to canned sales pitches is impossible for anybody.
If you want to get attention from someone you ultimately want something from, you need to build instant rapport with them.
If you want to get attention from someone you ultimately want something from, you need to build instant rapport with them. It is human nature to want to gravitate towards other people like yourself. We feel safer talking to and being around people that share the same experiences that we do. It’s much harder and “unsafe” to want to speak with people that we have very little in common with, so to build rapport you have to find a way to get the other person to let their guard down.
You build rapport with prospects by finding their interests and seeing if you have similar interests. If you don’t have similar interests, you will need to familiarize yourself with their interests as best you can. Learn the jargon, so you don’t sound “off” when talking about it. Also, look for any recent news associated with it as this will make you seem like you follow the interest closely.
Hence, here is the reason for the article, I had a guy from Karachi stop me in my tracks last week. He didn’t do anything crazy or out of the ordinary for my part of the world, but he did something nobody else has ever done from the Asian side of the world. Nobody has ever put two and two together quite like this person did and found a way to get to me so instantly. Want to know what he did? Well, keep reading, and I’ll tell you at the end of the article.
I can’t stress enough how important building rapport is in your sales efforts. Let’s say you are in Pakistan and you are trying to get the attention of a CEO in the United States.
Which sales pitch do you think is more likely to get a response from the following fictional prospect.
Given Facts About Our Fictional Prospect:
- Name: Jerry Garcia
- Interests: Golf, Travel, Fitnes
- Other: The CEO lives in Dallas, TX and runs a small local call center.
Which one do you think will get Jerry’s attention? Of course it would be Email #2, because it hit on his key interest. In that first paragraph, we touched on two of Jerry’s interests, golf and travel. With a little research on golf, you would have found that the Master’s Tournament recently happened in Augusta, Georgia. The Master’s golf tournament is golf’s most beloved tournament, and people love to travel to see it. You also mentioned the winner, so this means you follow the latest news which shows you keep up with golf. Did you know much about golf before writing that first paragraph? Probably not, but the internet is a beautiful thing and you can learn anything you want to learn.
Will this take you a considerable amount of time to do a little research on each prospect? Yes, but your conversion rates will increase a substantial amount by adding one personalized paragraph at the beginning of your sales templates.
Again, by doing a little background research on your prospect, you are trying to build rapport with them. Remember, people like to talk to people who are just like themselves. Since you are in Pakistan and they may be in England, you have to diffuse the prospect’s minds natural tendency to build a wall when reading your email. You do this by: 1.) Having excellent grammar, 2.) Using the correct lingo for the prospect’s country, 3.) Finding a common interest or learning about the prospects interests, 4.) Exploiting that interest to break the prospect’s wall.
He read my article on GoPakistan.com called, “Who is Randall Agee (American) and Why Does He Love Pakistan.” He was able to gather that I live in Oklahoma from the article. He did further research and found out that there are two major college sports teams in Oklahoma, the Oklahoma State Cowboys and the Oklahoma Sooners. With a little further investigation he found out that I live in Norman, Oklahoma which is the home of the Oklahoma Sooners. Well, there is a lot of recent news about a particular player for the Oklahoma Sooners named Baker Mayfield. Baker recently won the Heisman Trophy (award given to the nation’s best player for the year), and last week there was even more news that Baker might be selected as the number one pick in the NFL draft. This guy in Karachi follows the NFL, and his favorite team is the Cleveland Browns. Well, Cleveland had the first pick in the NFL draft this year, and he simply said to me…
“Hey Randall, I recently read your article comparing Oklahoman’s and Pakistanis. Coincidentally, I am rooting for Baker Mayfield from the Oklahoma Sooners to get the Number 1 Pick in the NFL draft. I am an NFL fan, and I want Cleveland to win some games next year.”
He immediately got my attention, because he did some research, found common ground between us, and made the conversation much more interesting for me. We spoke in depth after that and I didn’t mind giving him my time to answer his questions about a situation he was facing at work. He built instant rapport with me, and he tore down any walls I had in my mind.