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FOUR ACTIONABLE TAKEAWAYS

If you don’t dig into their self-diagnosis, you lose credibility. When you hear their diagnosis, ask why they came to that conclusion and then begin to unpack it.
Unpack the diagnosis by starting with the questions that will most likely get you to the answer quickly.
Once you know the key metrics that drive their business (e.g., open rates, reply rates), you can deposit and add value by sharing industry benchmarks of what those could be.
Prospect by identifying the top 2-3 problems that most people don’t know that they have, then try to find out where the prospect realistically lands currently.

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