It’s time to change your messaging. Focus on the buyer, give them good, solid, compelling reasons to talk with you.
In this episode we also look at a new idea of mine called the “Show Me Economy”.
Why Should They Talk To You?
Before any sale can begin, the target of your efforts has to talk to you. They have to engage.
I know, this is the most remedial concept in theory, but in practice, it’s the number 1 block. Making it worse, even though theoretically it’s simple, sales people continue to forget.
They make this mistake over and over again, by not offering their target any reason to talk to them.
Your target prospect is busy, tired, and inundated with stuff to get done. You’re email, LinkedIn request or voice mail is interrupting their day. Therefore, to get through all that clutter, ask yourself, “Why should this person talk to me?”
Why should your prospect take 15 minutes out of their schedule to talk to you?
Be careful, the answer matters.
You can’t just lob out some weak, baseless story about your product. That’s not valuable. If your reason includes anything about your product, you’re headed in the wrong direction.
Take a look at your marketing material.
Take a look at your emails?
Evaluate you voice mail pitch.
Are they compelling?
Do they inspire a callback, a return email anything?
Why does it inspire a callback?
Validate your feelings by asking a current client or buyer. Ask them, if they received that email or voice mail would they respond?
If they say yes, then you’re headed in the right direction. If they say no, it’s time to check yourself.
If you answer no to your question, fix it.
Change your messaging. Focus on the buyer, give them good, solid, compelling reasons to talk with you.
You can’t start a sale if no one talks to you.
No one is going to talk to you if you don’t give them a compelling reason to do so. Hearing about your product and all its GREAT features isn’t reason enough.
Would you respond to your emails or voicemails if you were them? I didn’t think so.
So, fix it!
The Show Me Economy
The tell me economy consists of expressions of your worth and capabilities. It’s your resume, your static LinkedIn profile, a referral from a friend, your personal elevator speech, etc. The tell me economy is how we used to promote ourselves.
We or someone we know would tell everyone how good we are, how we need to be hired, booked, connected or whatever.
Telling was how we promoted ourselves and one another.
The telling economy is dying and it’s being replaced by the show me economy.
Up until recently, we had to tell people who we were, why we were good and what we knew. It was too cumbersome to show people. There was no WordPress or LinkedIn Pulse or Slideshare, etc.
But now, showcasing you and your work is easy and expected.
Increasingly hiring managers want to see what you’ve done, they want to see proof of what you know. If you’re in sales and you say you use social selling, they want to see it, it’s not good enough to just tell them.
We expect proof today. Anyone can tell you why they’re good, but showing it, that’s a different ball game. We’re less confident in people’s expressions of skills. We want to see it.
If you aren’t showing your work, fewer and fewer people are going to care what you say.
The tell me economy is dead. Welcome to the SHOW me economy.