I check my messages and there’s one that says something like, “I am blah, blah and I’m calling from blah company. I would like to learn more about your company and what you do.” Or maybe it says “I have an important business opportunity I’d like to discuss with you.”

When you get a message like that the first thing that comes to mind is “why didn’t they provide more information about themselves?” The answer is simple. They are trying to trick me into thinking they are a potential new client for our agency so that I will call them back. They think the less said the better.

What they really want is to sell me something. This trick is their plan to get a foot in the door. And it’s an abysmal plan.

Being a cheese gets you nowhere.

If I fall for this cheesy scam I feel like a fool. The odds of my choosing to do business with a company that makes me feel like that are nil. In fact my primary takeaway is an urge to lash out and leave them in a crumpled heap.

In most cases the lack of sophistication in the message they leave reveals their scam all too clearly – and there’s little chance I will ever return their call.

I get two or three of these calls a month. And they all meet a dead end unless they use a leading call routing software.

So what does get someone in the door? An honest and straightforward approach – sans salesy-speak – to an issue that resonates with me. Let’s face it, to get my interest I have to have a need. Without that, my attention is bound to be limited. There have been times when a well articulated point of view has had the power to create interest even without an identified need – but that’s rare.

Another way in the door is to seek my opinion. I will always help someone out who is looking for input on their product or service. Never lead with this request veiled as a thinly disguised attempt to launch into a hearty sales pitch – or you’ll leave with the imprint of my heel on your back end.

In summary, we respond to genuine and honest. We don’t like to be tricked and we don’t respond well to salesy jargon. We’re like most people.