me emails, typically asking for very tactical advice in the sales process.

我的電子郵件，通常是詢問銷售過程中非常戰術性的建議。

A lot of times founder ask me for advice, especially with the deal with really large

很多時候創始人都會向我請教，特別是與真正的大公司的交易。

organizations that have very complex buying cycles.

購買週期非常複雜的組織。

Today Igot an email, I printed it out, because I thought that actually the answer that I

今天我收到一封郵件，我把它打印了出來，因為我覺得其實我的答案是

have is going to be really useful and valuable to hopefully others as well.

有將是非常有用的和有價值的希望別人以及。

So I wanted to record it, right? So I'm going to read you the email real quick.

所以我想記錄下來，對吧？所以我'要讀你的電子郵件真正的快。

Subject line was reading: Sales bakeoff advice Here's what the founders said. She said we

主題行是這樣寫的銷售烘烤的建議 這是創始人說的。她說我們

got invited to do an RFI process. RFI is request for information. A lot of times government

被邀請去做一個RFI程序。RFI就是索取資訊。很多時候，政府

agencies and government bodies will actually send out RFIs so that multiple vendors can

機構和政府機構實際上會發出RFI，以便多個供應商可以。

give them usually tons and tons of information before they narrow down who they want to work

在他們縮小工作範圍之前，通常給他們大量的資訊。

with. But a lot of other large organizations do the same thing.

與。但其他很多大型機構也是這樣做的。

Got invited to an RFI process with a big company. They sent us the criteria they're looking

被邀請參加一家大公司的RFI程序。他們給我們發來了他們正在尋找的標準。

at. Is this going to be a waste of time because they did already decide on a provider and

在。這將是浪費時間，因為他們已經決定了一個供應商和。

just want to go through the motions of having done some diligence? Another thing that makes

只是想通過做了一些勤奮的工作？另一件事，使

me wonder and worry is if the evaluation is in name only, or if the criteria are actually

我想知道和擔心的是，如果評價是在名義上，或如果標準實際上是

really far, because they seem to be somewhat odd, and not super-favorable to choosing us.

真的很遠，因為他們看起來有些奇怪，並不是超級有利的選擇我們。

Can we get them to change their criteria at all?

我們能讓他們改變他們的標準嗎？

So that was the question that I got sent to me today. And here is the answer that I have.

這就是今天我收到的問題。這就是我的答案。

Pick up the damn phone and call them. Right?

拿起那該死的電話，給他們打電話。對吧？

That's the simplest piece of advice I can give you.

這'是我能給你的最簡單的建議。

Here's the biggest challenge that founders have in these kinds of situations. So you

這裡'是創始人在這種情況下面臨的最大挑戰。所以你

get an email, some large organization that would be an amazing customer requests information,

得到一封電子郵件，一些大型組織，將是一個驚人的客戶請求資訊。

and now, you are in your head, worrying, what to do or not to do, how to do what you do,

而現在，你卻在腦海中煩惱，該做什麼不該做什麼，該怎麼做怎麼做。

or you decided not to do, and you're trying to come up with all the answers and all the

或者你決定不做，你'試圖拿出所有的答案和所有的。

solutions in your mind. Which wastes a lot of fucking time. You're

解決辦法在你的腦海裡。這浪費了很多他媽的時間。你

probably going to make mistakes. Because face it, you don't have enough information. She

可能會犯錯誤。因為面對它，你沒有足夠的資訊。她

doesn't have enough information, she doesn't know anything about them.

不'有足夠的資訊，她對他們一無所知。

She read probably a pretty long email and then had to make a lot of assumptions on what

她讀了可能相當長的電子郵件，然後不得不做了很多假設，對什麼？

to do, and now she is second guessing herself if they even should participate in the process

現在，她正在猜測自己是否應該參與這個過程。

or not, or how to actually make this a winning proposition for them, and a deal that even

或不，或如何真正使這對他們來說是一個成功的命題，和一個交易，即使是

has a chance to close.

有機會關閉。

So here is what you need to do when you don't have enough information... your first job

所以，當你沒有足夠的資訊時，你需要做的是......你的第一份工作。

is to get more information. Reply to that email and say:

是為了獲得更多的資訊。回覆該郵件說。

Hey, we're honored to be selected to be part of the RFI process, can we quickly jump on

嘿，我們很榮幸被選為RFI過程的一部分，我們可以快速地跳上。

a ten minute call, we have a few very specific questions to make sure we give you all the

十分鐘的電話，我們有幾個非常具體的問題，以確保我們給你所有的。

information in the best possible way?

資訊的最佳方式？

If they don't want to get on a call with you, just send them a list of questions in the

如果他們不想和你通電話，只需將問題清單發到他們的郵箱裡。

email.

電子郵件：

How did you find us? Why did you decide to include us in the process?

你是怎麼找到我們的？為什麼你們決定將我們納入其中？

How many other vendors are in the process? Do you have examples of winning bids in the

還有幾家供應商正在進行中？中有中標的例子嗎？

past that could guide us in terms of what the most successful way is to give you the

過去，可以指導我們在什麼方面給你最成功的方式。

information you need?

你需要的資訊？

You just send them a list of all the questions that you need, but even better if you can,

你只要把你需要的所有問題的清單發給他們就可以了，如果可以的話就更好了。

don't do that in email, actually jump on a... if there is a phone number in the email, dial

不要在電子郵件中這樣做，實際上跳上一個......如果有一個電話號碼在電子郵件，撥打

that number immediately, call them, and say: "Hey, I just got your email, John. Really

那個號碼立即，給他們打電話，說："嘿，我剛剛收到你的電子郵件，約翰。真的嗎？

awesome that you guys included us. I need five minutes of your time to ask a few follow

真棒，你們包括我們。我需要5分鐘的時間來問幾個問題

up questions and make sure that we can make a good decision if we want to be part of this

的問題，並確保我們可以做出一個很好的決定，如果我們想成為其中的一部分。

or not."

或不.&quot。

If there is no phone number included just send them a quick reply and say:

如果沒有包含電話號碼，只需給他們快速回復說。

We're honored, we're interested. I need 10 minutes of your time to make sure that we

我們很榮幸，我們很感興趣。我需要10分鐘的時間，以確保我們的

send you the right information and we have enough context to even make a decision if

向您發送正確的資訊，我們有足夠的背景，甚至可以做出決定，如果

we want to be part of this, and how we actually can service you.

我們想成為其中的一部分，以及我們如何真正為你服務。

Get on a call and then ask them all these questions, all the questions she asked me,

打電話，然後問他們這些問題，她問我的所有問題。

she needs to ask them.

她需要問他們。

Hey, how did you come up with selecting us? How many other participants are there?

嘿，你是怎麼想到要選我們的？還有多少人参加？

Is there one of the participants that you guys have been further in the discussion with

是否有一個學員，你們已經在進一步的討論中。

than others?

比別人多？

Right? Let's talk about their criteria. You said that there's ten things that are really

對不對？我們來談談他們的標準。你說過，有十件事情真的是

important to you. Can we go through them really quickly, and can you give me some context

對你很重要。我們能不能快速地通過它們，你能不能給我一些背景資料？

on why these things are important?

為什麼這些事情很重要？

Ask all these questions to actually create the context you need to make a decision.

提出所有這些問題，實際上是為了創造你做決定所需的背景。

Is this really a waste of time or not? Can we win this deal? Is this a good fit for us?

這到底是不是真的浪費時間？我們能贏得這筆交易嗎？這適合我們嗎？

Or not? And if it is a good fit and we're not wasting time, how exactly do we need to

還是不適合？如果很合適，我們又不浪費時間，那我們到底要怎麼做呢？

provide information, how exactly do we need to play this game to win?

提供資料，我們到底要怎麼玩才能贏？

Don't make assumptions! Don't worry about things!

不要做假設!不要擔心事情!

Don't wander off in your mind, what you should and shouldn't do!

不要在心裡胡思亂想，該做什麼，不該做什麼!

Don't even send emails to people, asking them. The smartest people will probably give very

不要'甚至不要給別人發郵件，問他們。最聰明的人可能會給很

dangerous advice. You know, advice is nothing else than limited life experience and overgeneralization.

危險的建議。你知道，建議無非是有限的生活經驗和過度的概括。

My favorite Paul Buchheit quote.

我最喜歡的保羅記賬名言。

Pick up the damn phone, or hit the reply button, and ask the person that got in touch with

拿起那該死的電話，或者按下回復鍵，然後問那個和你聯繫的人。

you to give you more context. Have them answer your questions, before you make a decision

你，給你更多的背景。在你做出決定之前，讓他們回答你的問題。

if you want to go after that large organization, that big company, or not.

如果你想去追那個大組織，大公司，還是不要。