Intro to the First :28 Seconds

I’ve developed a decent amount of training materials over the years for communications.

Earlier this year, I helped to develop a communications framework training program … for the Account Management Department where I work, so … think of Contact and Engagement Strategies, Structured Welcome Calls with talking points on what to cover, what NOT to cover, basically a structure and sequence of the right information for the right stages …

And a  cadence for … follow-up touchpoints … to ensure we’re keeping lines of communications open for our clients after they get started.

And … it involved right about seven hours’ worth of instruction.

Was it too much?  … Possibly.

But as I walked the department through … in several groups going through the same blocks of instruction … talking through and instructing and discussing with the groups … helped me to narrow down the idea of the First :28 Seconds.

We seemed to consistently reach a certain point, with the different groups where … I’d stop and be like, “Guys … it’s a lot, I know … but … in all these hours of training, in all this time we’ve spent together so far … I mean, if there’s one thing … that I can say is the MOST IMPORTANT thing … that I could possibly teach you guys … it’s this …”

And it was how to open up initial interactions … in their case, the Welcome Calls with new clients … in a way that just … got the clients to take’em seriously from the very beginning.

I mean, think about how crucial this is … the client just wrote a check or whatever for however much it was … and in our case, it can be some pretty high-dollar amounts … and you have to consider how …

We all make major purchasing decisions based on EMOTION … then we try to justify it afterwards with LOGIC … so, “What are you guys dealing with on these Welcome Calls?” I’d ask.

“The feelings of buyer’s remorse.”

So, coming across like an expert from the very beginning is crucial, I’d tell’em, because it would help to reduce and fight off this negative emotion by reassuring them that they made the best purchasing decision.

“Plus …” I’d tell’em … “if they don’t take you seriously when you first interact with’em on your Welcome Calls, then good luck trying to get’em back on the phone when something crazy comes up eventually … which will happen …

I mean, we all know this … so there’ll be times when you have to get’em on the phone to work through issues that’ll come up.

… And just think … about how … your expertise may never actually have the opportunity to shine through … if you rub people the wrong way … on initial interactions.”

So again … this was the Account Management Department I was working with, and it’s interesting because I’ve never been an Account Manager … I mean, I’ve spent most of my time in Sales and Marketing-type roles.

But … the communicative tactics and frameworks that I’ve developed are not limited to Marketing or Sales; I mean, think about it:

If you knew how to craft and tailor your communicative approach to go in-line with how the brain prefers to receive and process information, instead of going against it … how much more effective would you be in whatever position you might hold?

I use these methods in every meeting I attend … every training session I conduct … every call I make … and even at home with getting my kids to do what they should be doing.

And I feel that I possess a gift when it comes to communicating effectively … and seemingly fearlessly … and I launched this site in an effort to share this gift with you.  the first 28 seconds


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Published by Thomas Hurley

I am a father, husband, drummer, boater, marketer, communicator, animal-lover.

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