When I was in the seventh grade I was on the boxing team and later I boxed while in the Navy.  I don’t want to sound boastful, but it’s a matter of record that the worst I ever finished was second.  I finally quit boxing because of my hands – the referee kept stepping on them!  As a boxer, the coach would always instruct us in the early part of the fight to feel our opponent out, probe and discover his weakness, and then exploit that weakness.  The same basic procedure is followed in all athletic endeavors.

In the world of selling and business, a similar approach is taken but for a very different reason.  In sales, we explore by asking questions to find out where our prospect "opponent"  is weak, that is,  needs help of some kind.  Only then are we in position to offer our goods and services designed to "strengthen their weakness."  To be successful, any business must provide goods or services that meet the weakness – that is, need – of the potential customers.

The oldest success advice going is, "Find a need and fill it."  It is more true today than ever.  Not only must we find the need and fill it, but we must find more needs and fill them better.  That’s one of the prime reasons more and more businesses are maximizing their people.  Each one is crucial, from the lowest-paid member of the staff to the Chief Executive Officer.  Businesses must encourage all their employees to find the needs of their customers, whether internal or external, and fill them.  Each employee must have an attitude of responsibility for the company, its goods and services.  This enhances the company’s competitive edge, increases sales, and ensures employment for employees.

The rule today is keep your eyes open and think about solutions to problems.  Your value to your company will grow immeasurably.  Keep your eyes open and keep offering those suggestions.  Who knows?  Maybe the next one will be the magic one!  Buy that idea and I’ll SEE YOU AT THE TOP!

Zig Ziglar is a motivator and teacher.  He is the author of 26 books and loved by millions of people world wide for his practical wisdom and his gift of hope.

1. Is it going to just one person? (If yes, jump to #10)
2. Since it’s going to a group, have I thought about who is on my list?
3. Are they blind copied?
4. Did every person on the list really and truly opt in? Not like sort of, but really ask for it?
5. So that means that if I didn’t send it to them, they’d complain about not getting it?
6. See #5. If they wouldn’t complain, take them off!
7. That means, for example, that sending bulk email to a list of bloggers just cause they have blogs is not okay.
8. Aside: the definition of permission marketing: Anticipated, personal and relevant messages delivered to people who actually want to get them. Nowhere does it say anything about you and your needs as a sender. Probably none of my business, but I’m just letting you know how I feel. (And how your prospects feel).
9. Is the email from a real person? If it is, will hitting reply get a note back to that person? (if not, change it please).
10. Have I corresponded with this person before?
11. Really? They’ve written back? (if no, reconsider email).
12. If it is a cold-call email, and I’m sure it’s welcome, and I’m sure it’s not spam, then don’t apologize. If I need to apologize, then yes, it’s spam, and I’ll get the brand-hurt I deserve.
13. Am I angry? (If so, save as draft and come back to the note in one hour).
14. Could I do this note better with a phone call?
15. Am I blind-ccing my boss? If so, what will happen if the recipient finds out?
16. Is there anything in this email I don’t want the attorney general, the media or my boss seeing? (If so, hit delete).
17. Is any portion of the email in all caps? (If so, consider changing it.)
18. Is it in black type at a normal size?
19. Do I have my contact info at the bottom? (If not, consider adding it).
20. Have I included the line, “Please save the planet. Don’t print this email”? (If so, please delete the line and consider a job as a forest ranger or flight attendant).
21. Could this email be shorter?
22. Is there anyone copied on this email who could be left off the list?
23. Have I attached any files that are very big? (If so, google something like ’send big files’ and consider your options.)
24. Have I attached any files that would work better in PDF format?
25. Are there any or other emoticons involved? (If so, reconsider).
26. Am I forwarding someone else’s mail? (If so, will they be happy when they find out?)
27. Am I forwarding something about religion (mine or someone else’s)? (If so, delete).
28. Am I forwarding something about a virus or worldwide charity effort or other potential hoax? (If so, visit snopes and check to see if it’s ‘actually true).
29. Did I hit ‘reply all’? If so, am I glad I did? Does every person on the list need to see it?
30. Am I quoting back the original text in a helpful way? (Sending an email that says, in its entirety, “yes,” is not helpful).
31. If this email is to someone like Seth, did I check to make sure I know the difference between its and it’s? Just wondering.
32. If this is a press release, am I really sure that the recipient is going to be delighted to get it? Or am I taking advantage of the asymmetrical nature of email–free to send, expensive investment of time to read or delete?
33. Are there any little animated creatures in the footer of this email? Adorable kittens? Endangered species of any kind?
34. Bonus: Is there a long legal disclaimer at the bottom of my email? Why?
35. Bonus: Does the subject line make it easy to understand what’s to come and likely it will get filed properly?
36. If I had to pay 42 cents to send this email, would I?

Personally, I’m looking for companies to sponsor my Sales
SheBang in Minneapolis on Sept. 23-24. These firms want to reach salespeople. They’d
get high value from exposure to conference attendees as well as my
newsletter and blog readers.

If this concept of sponsorship is new to you, take a look at what Nancy Michaels of Grow Your Business is doing in this area.  On June 12th, she’s doing a FREE telesession on Generating Corporate Sponsorships. I listened to an earlier one and picked up some really good ideas.

Nancy is also putting on a June 27-28 sponsorship workshop in Boston where she’ll talk about how to:

• Employ creative marketing techniques to stand out from crowd.
• Attract and retain corporate sponsors for life.
• Create a system and plan you can implement immediately.

Again, if you’d just like to learn more about sponsorships, make sure you listen in to her upcoming teleseminar on Generating Corporate Sponsorships. Remember, it’s FREE!