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Essential Message # 015:
What can a five-year-old tell you about your Essential Message?
Blame it on the professional sales trainers and marketing gurus. Somehow, they've got everyone believing that selling is a mysterious skill or art. That's the only explanation I can think of for why most people have forgotten how to have a normal conversation when they try 'selling'.
It's true, there are several dimensions to sales conversations. Sales conversations involve a lot of listening, a lot of figuring out what the other person's needs are, a lot of understanding beliefs and perceptions, and a lot of other things.
But when you get right down to it, those are the same things that you have in other conversations. It's just basic communication, combined with a passion and conviction that what you have to offer is of value.
And that's what The Essential Message is all about.
So if you want a reality check on the clarity of your communication, I tell workshop participants to practice the basics by talking to friends and family about their business. Tom Stoyan, Canada's Sales Coach, has an even more 'radical' approach. He says you should try explaining your business to a five-year-old!
Throw your jargon out the window. Forget features and benefits. Keep it simple.
If the five-year-old can see the value, so will your customers.
FYI:
If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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