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No mind reading in marketing


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.

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Mike Crandall

Mike Crandall

Sandler Custom Growth Solutions

Mike Crandall is a Speaker, Consultant, Coach and Trainer focused on Sales, Management, and Leadership Development.

He's also the owner of Sandler Custom Growth Solutions, a world leader in innovative sales, management, and leadership training. They offer consulting, coaching, and training for individuals and organizations serious about professional development and growth.

Mike is the author of "Motivational Management The Sandler Way" and has written a sales column for several years.

Tim Priebe

Tim Priebe

T&S Online Marketing

Tim Priebe is a public speaker, author, columnist, and the owner of T&S Online Marketing. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.

Tim’s company helps with websites, social media, blogging, email newsletters, Google rankings, and online video. Tim is the author of several online marketing books, including "102 Tweets," "Blog a Week," and "Online Marketing Mindshift."