21. Do the research
Back when I used to write a newsletter, I used to have a rule. If I could surprise someone with something they didn’t know three times, then I would earn their support. If I did it just once or twice, they might nod along or remember my name. But that third time seems to be when they became a supporter of my work.
I’ve learned that this framework of “winning a supporter” applies to sales as well. This post on LinkedIn summed it up for me:
When I’m on a call with a founder or an investor, if I come prepared, I can tell them something they don’t know. If I come extremely prepared, I can tell them three things they don’t know and I can earn their support right on the call.
The point is this: to sell, if you put in effort, you can stand out. The bar is low. People don’t expect you to read websites and do research in advance of meetings. But that’s how you can earn someone’s support in a short amount of time.