| Speaking | Testimonials | Publications |
E-ssential
Message # 084:
How to light a fire under your client's, er, feet.
Are you familiar with the analogy of the ‘burning platform?’ Change management consultants use it to highlight the difficulty in getting people to take action, and it’s just as useful in sales conversations.
The story comes from a real incident involving a man working on an oil platform in the North Sea. He awakened suddenly one night by an explosion. Although he could barely see through the smoke, he was able to make his way to the edge of the platform and jumped – even though there was a 150 foot drop to the water.
Fortunately, he survived, and when he was asked about what was going through his mind just before he jumped, he explained that the fire raging behind him on the burning platform was a major factor in his decision to jump.
Understandably.
Imagine your house is on fire. You are on the third floor. The fire and rescue team have set up the safety net below and are encouraging you to jump. They want to save you. You look down. You’re scared. You look behind you. It’s getting hotter. The flames are closing in. You realize you have no choice.
The inference is clear – if you don’t jump, you will die. But without the burning platform, you can easily choose to wait. Action is not required at this time.
Your prospect, client or audience may be in the middle of a crisis and be already highly motivated to act. Or they may not be able to see the flames or feel the heat – but as an expert who has seen this situation many, many times, you know they’re there. You probably have examples of work you’ve done with previous clients or case studies from the media to prove it.
If you really want to help the person or people in front of you, your job is to magnify the challenges and make the risks so real that your audience, prospect or customer will be motivated to act.
Now.
The action may be as big as actually buying your product or service, or it may be as small as making the decision to listen and consider his or her options. Whatever it is, it won’t happen without knowing the risks of non-action. If a burning platform doesn’t already exist, you've got to create one.
P.S. How do you come up with the risks and communicate them in a way that literally compels your clients to act? That's one of the key things I cover in my new eLearning product, 'Sales Telepathy' -- one of the most powerful tools I teach in the Bull Pen. I have packaged it into an elearning product that anyone can use to make their sales conversations more profitable. Watch for the official launch next week! (In the meantime, feel free to click on one of the teleclasses and eLearning products below.)
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
© Copyright
Concentric Strategies Inc. 416.534.4766
theManager@EssentialMessage.com
® The Essential Message is a registered trademark of Concentric Strategies Inc. Yes, please
copy or forward this newsletter with copyright and
contact information on all copies.