We've all been guilty of making assumptions, including assuming what someone else is thinking. In fact, in Sandler, we have a rule for that, Sandler Rule #13: No Mind Reading.

In sales, assumptions are often made about what a prospect is thinking or really means. The prospect may say something like, "That sounds great."

A salesperson can do one of two things. Most often, the salesperson will assume that means the prospect is ready to move forward. Based on an ambiguous statement, they assume the prospect is ready to pull the trigger!

Good salespeople, on the other hand, will respond with something like, "Can you elaborate on what you mean by, 'Sounds great?'"

The same thing happens in marketing! You may have read phrases similar to the following on websites, in brochures, and in other marketing material:

• You'll love our services.
• Our product is the best!
• You'll want to buy immediately!
• This service is a great fit for you.
• You probably want to know where to buy our product.

Do you see what's wrong with those phrases? They all make assumptions about what the reader is thinking or about their current situation! Using phrases like that will frequently turn off certain people that may be perfectly good prospects.

Instead, use phrases like this in your marketing:

• Discover if we're a good fit for you.
• Find out if our product will work for your needs.
• Contact us to have a conversation.
• Not sure if we'll be a good fit? Neither are we! Let's talk to find out.

By not attempting to read your prospect's mind in your marketing, there's more of a chance you'll connect with them.