Why You Shouldn’t Refer to Failed Attempts in Your Emails

Still struggling to get your emails returned?

You might be making a simple mistake—reminding prospects of all the times they didn’t respond.

Why You Should Never Refer to Failed Attempts

It’s tempting to mention previous outreach in an effort to nudge a prospect into replying. But when you refer to failed attempts—saying things like “Just following up on my last email” or “I’ve tried reaching you a few times”—you’re actually reinforcing the fact that they’ve ignored you.

Instead of sparking a response, it makes your email easier to dismiss. Nobody wants to feel guilty for not replying.

Treat Every Email Like It’s the First

A simple shift in strategy can make all the difference: never refer to failed attempts in your follow-up emails. Every message should feel like a fresh, new opportunity for engagement.

Here’s how to do it:

• Avoid phrases like “following up” or “checking in” – These add no value and highlight past silence.
• Offer a new angle – Provide fresh insights, relevant data, or a compelling question to spark interest.
• Keep the tone positive and confident – If you sound defeated, prospects will be even less likely to respond.

How to Follow Up Without Referencing Past Attempts

If you need to reach out again, do it in a way that moves the conversation forward rather than looking back:

“There’s something I came across that might be valuable for your team…”
“I had an idea that could help with [specific challenge]…”
“I wanted to share a quick insight that could be useful…”

By making each email fresh, engaging, and forward-looking, you eliminate any awkwardness around past silence. So, stop referring to failed attempts—start fresh, provide value, and make it easy for prospects to respond.

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Looking for a quick and effective way to improve your inbound responses and convert more leads? The answer might be counterintuitive: slow down.

Yes, responsiveness is an important quality in sales. But there’s a difference between being attentive and appearing too eager. Many sales reps jump on inbound leads the moment they arrive, responding almost instantly. While this might seem like a smart move, it can actually have the opposite effect—making you seem too available, as if you don’t have many other prospects demanding your attention.

Instead, try what I do:

• If I receive an inbound lead in the morning, I wait until the afternoon to respond.
• If a lead comes in the afternoon, I follow up the next morning.

This slight delay serves two important purposes:

1. It positions you as a high-value professional. When prospects perceive you as a scarce resource—someone whose time is in demand—they inherently view you as more valuable.
2. It builds anticipation and curiosity. A well-timed response gives the impression that you are busy working with other successful clients, increasing your credibility and desirability.

Of course, the key here is balance. You still need to be responsive to your inbound leads, but make sure to do that in a way that subtly suggests your time is valuable. By managing your inbound responses strategically, you can create an impression of exclusivity and authority—both of which can lead to stronger conversions.

So next time an inbound lead comes in, pause. Resist the urge to respond immediately. A well-timed response might just be the secret to winning more deals.

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Ever feel like your deal is getting sabotaged from the inside? Uh oh, you might have inherited an anti-champion.

We love our champions. And we know how hard they fight for us internally. We love ’em so much that we often forget that the competitor may have one too—working just as hard to keep us out as we’re working to find a home. These sales anti-champions can be a major hurdle in the sales process.

Sales anti-champions rarely identify themselves. They’re often quiet, easy to talk to, but generally only active in group settings. So, how can you spot and manage a sales anti-champion? Here are some strategies to help you navigate these tricky waters.

Firstly, be vigilant in group meetings. Pay attention to individuals who seem agreeable on the surface but may subtly undermine your efforts. These sales anti-champions can be difficult to identify, but their influence can be significant. If you suspect there might be a sales anti-champion lurking about your deal, take proactive steps to isolate and engage with them one-on-one.

One effective approach is to ensure that you have at least one, one-on-one session with each key stakeholder you meet in group settings. This way, the anti-champion can’t hide in the crowd. You’ll get a clearer sense of their true position and influence one-on-one.

During these one-on-one sessions, ask direct questions and listen carefully to their responses. Try to understand their concerns and motivations. By building a rapport and addressing their issues head-on, you can potentially turn a sales anti-champion into an ally or at least mitigate their negative impact.

In summary, dealing with a sales anti-champion requires vigilance, strategic isolation, and direct engagement. By identifying and managing these individuals effectively, you can protect your deals from internal sabotage and improve your chances of success. So, next time you feel like your deal is being undermined, remember the importance of identifying and managing a sales anti-champion.

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Do you ever feel frustrated by wishy-washy answers from your prospects? You know the kind—answers that don’t give you clear direction or reveal their true intentions. If this sounds familiar, it’s time to take a page from the band Heart and “even it up.”

Let’s dive into why prospects often hold back and how you can earn their commitment without getting stuck in indecision.

The truth is, many prospects work hard to avoid revealing their intentions to Closers.

Why? Because to disclose their true intentions is to invite persuasion or influence. Most prospects are hesitant to let their guard down, especially when they’re not ready to make a decision. This often leads them to adopt a strategy that looks something like Goldilocks’ choice—the middle option. This “middle lane” doesn’t clearly show where they stand, leaving things vague for you, the Closer.

However, this middle ground is, in fact, a form of indecision. It’s a “no decision lane.” When prospects say, “I’ll think about it” or “I’m not sure,” they are choosing to stay in that middle zone, where they are not committing either way.

So, how can you move past this uncertainty and actually earn prospect commitment? One effective technique I use is giving my prospects an even number of choices. By providing two options instead of three, you remove the middle lane altogether. When there’s no clear middle option, the prospect is more likely to make a choice that leans toward one direction. This subtle change makes the decision-making process easier for them and, importantly, helps you move closer to earning their commitment.

When you take this approach, you’re not only guiding the prospect toward a decision, but you’re also showing them that you understand their hesitation. Instead of pushing for a quick yes or no, you’re providing clarity and a path forward to earn prospect commitment.

In sales, we don’t always want to push prospects into a corner, but we do want to help them navigate their indecision. By eliminating the wishy-washy middle option, you increase the likelihood that your prospects will make a more definitive choice, and in turn, you’ll be able to earn prospect commitment more effectively.

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Looking to get more bang for your buck from marketing-event driven leads? There’s one thing you need to do before anything else: check that expiration date.

We all know that leads don’t last forever—every lead has a shelf life. However, what many people don’t realize is that different types of leads have different expiration dates.

When it comes to event-driven leads, the expiration date is the shortest of all. Why? Because event-driven prospects are often most active leading up to the event itself. Once the event is over, they quickly move on to other things, and that’s usually when we begin reaching out to them.

The problem with waiting until after the event to follow up with event leads is that they’ve already shifted their focus elsewhere. The buzz and excitement around the event are over, and they may no longer be as engaged. To really capitalize on these leads, timing is everything.

If you want to maximize the value of these leads, take a proactive approach. Here’s what I do: Next time you have a marketing event scheduled, sync up with your marketing team and get access to the attendee list before the event. This allows you to start your prospecting efforts before the event even happens. By reaching out to prospects ahead of time, you can begin building relationships while their interest is still high.

By getting ahead of the game and starting your outreach early, you’ll increase the likelihood of converting those event leads into actual sales. You’ll be able to engage with prospects at a time when they’re still excited and actively thinking about the event. Additionally, this approach helps you stand out from competitors who may be waiting until after the event to contact these same prospects.

The key to success with event leads is being prepared and reaching out at the right time. Don’t wait until it’s too late! Start building connections before the event takes place, and you’ll be in a better position to convert leads when the dust settles.

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How to Write the Best Sales Email That Gets a Response

Struggling to get your emails returned? It might not be what you’re saying—it might be how you’re saying it.

Firstly, if you think about the best sales emails you’ve received, they aren’t just good because of strong messaging. It’s also about format, structure, and readability. For example, if your email is too long, too dense, or hard to skim, it will likely be ignored.

Make Your Sales Email Easy to Read

Most people read their email on a mobile device, often while they are distracted—waiting in line, heading to a meeting, or commuting. Given this split-attention hurdle, your email must be instantly digestible, or it will not get the response you want.

So, here’s how to improve readability for the best sales email:

• Keep it short – The shorter the email, the more likely it is to be read. Aim for three to five sentences.
• Avoid long paragraphs – Break up text to make it skimmable. No paragraph should be more than two sentences.
• Lose the commas – Long, winding sentences with multiple commas make emails feel dense. Shorter sentences make for easier reading.

The Ideal Email Format

1. Engaging Subject Line – Grab their attention with a clear, curiosity-driven subject line.
2. Personalized Opening – Show you have done your research. Mention something timely and specific about their company, industry, or role (a trigger).
3. Concise Value Proposition – Quickly explain the benefit of your product or service in a way that resonates with their pain points.
4. Clear Call-to-Action – Make it easy for them to say yes. Ask a question or suggest a specific next step.

The best sales email isn’t just well-written—it is easy to read and quick to process. Cut the fluff, format for skimmability, and watch your response rates climb.

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Ever feel like your voicemails are getting ignored? You’re not alone. Many sales professionals struggle to leave messages that actually prompt a callback. But the key to a stronger voicemail isn’t just in what you say—it’s in how you end it.

Most reps unintentionally weaken their message by trailing off at the end, sounding uncertain, or ending on a word that doesn’t leave a strong impression. If you want to leave a stronger voicemail, do what I do: end on a number, not a word.

Why Ending on a Number Works

Think about the last voicemail you listened to. If the speaker ended with “Look forward to your thoughts” or “Hope to hear from you soon,” it likely didn’t create a lasting impact. But when a voicemail ends on a firm, clear number—especially a phone number—it leaves a sense of finality and confidence.

Numbers stand out. They’re easy to process, and they create a natural stopping point that makes your message feel polished and professional.

How to Leave a Stronger Voicemail

Follow this simple structure:

1. State who you are and why you’re calling
2. Keep it short and relevant—voicemails should be under 30 seconds
3. End confidently with your phone number

For example:

“Hi [Prospect’s Name], this is [Your Name] with [Your Company]. I wanted to connect about [brief reason for call]. Give me a call back when you get a chance—I can be reached at 555-1212. Click.”

No trailing words, no unnecessary fluff—just a clear, confident message.

The Result? More Callbacks

By structuring your voicemail properly and ending on a number, you maintain high social value and make it easier for your prospect to respond. Try it on your next call and see how it improves your engagement.

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Are you having a hard time getting someone to engage on a Zoom call?

Video call engagement is vital for effective communication, especially in today’s digital landscape where face-to-face meetings have become less frequent. One way to improve your video call engagement is to avoid being a bobblehead doll during conversations.

We all aim to be good listeners, but showing that we’re listening doesn’t require excessive activity. The best way to demonstrate you’re attentive is to maintain a calm demeanor, keeping both your mouth and your head still. Vigorous head nodding while someone else is speaking on camera can be distracting and might even seem like an interruption.

Next time you’re on a Zoom call, resist the urge to move your head excessively. A subtle nod or smile can be enough to show you’re engaged. Remember, video call engagement isn’t just about what you say; it’s about how you present yourself. By maintaining a steady and composed posture, you can make a more significant impact.

When you stay still and focused, it helps your audience concentrate on your message rather than your movements. This approach not only makes you appear more professional but also enhances the overall experience for everyone involved. Focus on creating a conducive environment for effective communication.

By avoiding the bobblehead habit, you can present yourself as a composed and attentive participant. So, next time you’re on a video call, keep your movements minimal and let your words do the talking.

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Looking to build higher social value with procurement? Well, remember: the most valuable resources are the scarcest.

Don’t be an Eager Beaver

We’re often so eager and excited when we reach the procurement or contract stages because we can practically smell that deal closing. But here’s the catch: that eagerness can sometimes backfire. When we’re too quick to respond, it gives the procurement manager a chance to drive the narrative.

Instead, try leveraging scarcity in the sale by being a little more elusive. Make yourself a bit harder to reach and schedule calls selectively. This approach ensures that when you finally land that meeting, the procurement officer is as incentivized as you are to get the deal done. It’s all about creating a sense of value through scarcity.

A Case of Supply and Demand

When you master scarcity in sales, you shift the power dynamics in your favor. By being slightly less available, you’re signaling that your time and resources are valuable. This scarcity principle can make your buyer more eager to finalize the deal, knowing that they can’t easily get a hold of you.

It’s a subtle but effective way to build higher social value and urgency.

Slow and Steady

Another strategy is to delay responses just a bit, but not too much—just enough to create a sense of anticipation. This cautious approach enhances the perception of scarcity without causing frustration. When used correctly, scarcity in the sales process can significantly benefit your negotiations by keeping your prospects on their toes – and eager to close the deal.

Remember, the key to implementing scarcity in sales is to balance availability with elusiveness. You want to create a sense of urgency without coming off as disinterested. By carefully managing how accessible you are, you can drive the narrative and make your prospects feel that closing the deal is just as important to them as it is to you.

And that’s your Hoffman Hack for today.

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Happy Selling!™

Not sure where to start when you’re handed a deal that’s already in progress? The trick is knowing when to get off the escalator.

Navigating Inherited Deals

One of the most powerful closes to use when inheriting a deal from someone else is the “ascending close.” This close happens when we ask a series of questions that ascend with more and more challenge and difficulty. The final element of the ascending close is asking for the order, which would rarely happen on a deal you just got. So, the trick is knowing when to get off.

But where do you get off? Exactly when the customer starts to pause or gives you a no. This is crucial for making the ascending close work effectively.

The Ascending Close in Action

When you inherit a deal that was worked on by someone else, here’s how you can use the ascending close to your advantage. Start by asking a series of questions like, “So to make sure I understand, you’re the main point of contact on this opportunity, right?” If you hear a yes, move to the next question. “And you’re looking to make a decision by the end of the quarter?”

Continue to move up to more and more powerful closes until your customer interrupts you and says, “Well, actually, that’s not entirely true.” That’s where you know to get off the escalator and start your work on this deal.

Discerning Readiness to Buy

The ascending close helps you uncover vital information and gauge the readiness of your customer. By gradually increasing the difficulty of your questions, you can identify the point where your customer is comfortable and where they need more information or reassurance. This method ensures that you don’t push too hard too soon and risk alienating your prospect.

Patience and keen observation are going to be key for this close. Pay attention to your customer’s responses and body language. The moment they show hesitation or provide a negative response, it’s a signal to step back and address their concerns before proceeding further.

Using the ascending close can help you seamlessly take over and advance deals that are already in progress. By knowing when to escalate and when to step back, you can build trust and move closer to closing the deal. So, next time you inherit a deal, remember the power of the ascending close and use it to your advantage.

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