Armand Farrokh

Never sit down in the lobby if you're waiting for a customer.

I somehow booked a meeting with the Managing Partner of a Top 100 Law Firm.

So I brought Dave, a top producer, to help me run the sale.

(I was 20, and largely underqualified to give anyone, let alone an MP, money advice)

--

We got there 5 minutes early and I took my seat in the lobby.

🚨 Up.

He wouldn't let me sit down.

What'd he do instead?

🏙️ He walked by the window and pointed out the buildings in Downtown LA
💁‍♂️ He made small talk with the receptionist
📕 He looked at the books on the shelf that described the Pro Bono work

The Managing Partner walks in.

Dave turns around, tongue-in-cheek, and says:

😉 Well well, how kind of the Pro Bono man himself to grace us with his presence.

That transitioned into a conversation on their pro bono work, which transitioned into one of the smoothest sales I've seen in my life.

But I asked him why he was so particular about not sitting down. He said:

🛑 You're not a puppy waiting for their owner to let you stand up
🛑 No one will take your money advice unless they feel like you know something they don't
🛑 Many people make that judgment in 5 seconds. Stand tall and own your space.

To this day.

I never sit down in the lobby.

Stand tall and own your space.

#sales

No more 5 paragraph essay sales emails please.

3x3 rule:

- 3 bodies of text
- Under 3 lines each (when read via MOBILE)
- Context x value x ask.

Why this works:

🔲 Mirroring: Have you ever seen execs reply with 5 paragraphs?

💥 Flash Reading: The message can be processed in seconds.

🤝 Familiarity: We're accustomed to short-form text messages.

School is a horrible teacher for business writing.

Massive emails show desparation and over-explanation.

Write a short email to get people interested... then leave the long form for an actual conversation.

#sales #salesdevelopment #saas