For a person to give you time or money, they have to perceive a return that’s greater than what they give. For a person to do it twice, they have to realize it.

If you’re having a hard time getting people to accept your appointment or respond to your offer, look first at what you’re offering in return. Are you offering something of real value? If not, that’s your problem.

The key to gaining the attention of decision makers is to approach them from their worldview. Talk to them about the things they care about that you can help them with — eventually discussing the features and functionality of your products and services as demonstrable proof the benefit you offer is real.

Give a person a compelling reason they should engage with you (from their worldview) and they will.

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