Stop Making Assumptions in Your Emails

You know them: those cold emails that start with 'I'm sure you're struggling with...' or 'Like all companies in your sector, you must be dealing with...'. The sender pretends to know your situation, even though you've never spoken. It feels fake, presumptuous, and - let's be honest - annoying.

But here's the irony: most sales professionals send exactly these kinds of emails. They make assumptions about the prospect, present them as facts, and hope the recipient recognizes themselves. Spoiler alert: it doesn't work. In fact, it sabotages your chances.

Why assumptions backfire

When you make an assumption about someone's situation, two things happen. First: if your assumption is correct, it feels like you're putting the prospect in a box. They become defensive. 'Who is this person to tell me what my problems are?' Second: if your assumption is wrong, you've immediately lost your credibility. Game over.

Both scenarios lead to the same result: your email ends up in the trash. And worse: you've closed the door to future communication. That prospect will now associate your name and company with spam.

The psychology of curious language

There's a subtle but powerful difference between stating and asking. Compare these two sentences:

The second variant is not only more polite - it's also more effective. By using curious language, you invite the prospect to respond. You create a conversation instead of a one-way message.

Concrete transformation examples

Let's convert some typical assumption sentences into curious alternatives:

The art of writing the opening line

Your opening line determines whether your email gets read or immediately deleted. Most cold emails start with an assumption or a self-focused introduction ('I'm X from company Y'). Both are dead ends.

An effective opening is relevant, specific, and inviting. It shows you've done your homework, without pretending to know the prospect inside out.

The alternative: observation-based outreach

Instead of making assumptions, you can share observations. An observation is something you've actually seen or researched - a LinkedIn post, a company update, industry news. This shows you've made an effort, without claiming to know what the prospect needs.

For example: 'I saw you recently entered a new market. I'm curious how your sales team prepared for that.' This is specific, relevant, and opens the door for a conversation.

The mindset shift: from convincing to understanding

Ultimately, it comes down to a fundamental mindset shift. Traditional sales is about convincing - you try to make the prospect believe they have a problem and you are the solution. Modern sales is about understanding - you try to truly grasp what's on the prospect's mind, and whether you can play a role in that.

That shift starts with your language. By replacing assumptions with questions, by replacing statements with curiosity, you transform not just your emails - you transform your entire approach to sales.

Conclusion: curiosity as strategy

Stop making assumptions in your emails. Not because it's 'more polite', but because it's more effective. Curious, question-based communication opens doors that presumptuous language keeps closed. It builds trust instead of creating resistance.

Start today. Review your templates, rewrite your opening lines, and watch your response rates rise. And if you need help transforming your outreach strategy? At Match-day, we help sales teams communicate more effectively every day. Let's talk - not to sell, but to understand.