Where do you and most other companies begin when telling your story? Box 1 suggests that you likely begin with the history of your business. When was the company founded? What products and services do you offer? What makes you better than your competition?
It is natural to talk about the history of your company and feel comfortable doing so. However, the question is not what details you should or should not share about your company. The question is why should your clients care? It is important to share the heritage of your company but if you forget to relate it to the customer, you may be simply sharing a history lesson with no lasting impact.
WORDS AND TERMS:
When reflecting on the history of your company, the most common words and terms used are “we, our, and us”. For example, “We have been in business for over 20 years”. And, “Our services include this, that, and the other thing”. Remember, every time you use the name of your company, you are using it in the place of the words “we, our, or us”. It’s important to know and understand the strengths and weaknesses of your company, but the success of your company is far less dependent on your company history, products, or services than you might think.
How do most sales executives build professional relationships? You may, like many others, begin by sharing your personal resume. This is not to suggest that you literally pass out a written copy of your resume, but rather, you share an account of your work history and experience. Where did you go to school? How long have you been in the industry? Who are some of your clients? Are you married or have children? Do you share a common hobby with your client?
Building relationship by sharing the high points of your career and personal interests may secure a new friend but it may not be the best way to secure a new client. Too much self reflection can boost your personal confidence but may not boost your company revenues.
WORDS AND TERMS:
Sales professionals, like most everyone, enjoy sharing details about themselves to find common points of interest with others. By using words like “I, me, and my”, you look for ways to relate to the world around you. It is in this fashion that you begin to establish the foundation for trust and personal relation. Understanding the importance of establishing relationships within the sales process, the bigger question remains, “How will you solve the problem, relieve the pain, and alleviate your customer’s fear in the buy/sell relationship”? Many sales professionals can establish a relationship founded in superficial “I, me, and my” points of conversation. So, what are you able and willing to do to turn the focus away from yourself and onto your customers?
Who do you think should be charting the marketing and sales message for your company? Is it the President of your company? Perhaps it is the VP of Sales and Marketing. Or, is it your Marketing Director and Sales Manager? The answer is, none of the above. If you want to tell a compelling message that connects with your current and future CLIENTS, you must begin to speak in words and terms that resonate with them personally.
No one knows what your clients want, need, fear, and expect better than your customers themselves. Forget the old school format of introducing your company and services. While others continue to talk about themselves and how great they are, change your model and begin talking about your prospect/client in words and terms that are meaningful to the end user; your consumer.
WORDS AND TERMS
Consider how many times you say the name of your company or use the words “we, our, us, I, me, and my” in your marketing materials, advertising campaign, website, and sales presentation. Now, consider how many times you are emphasizing the words “you, your, and yours”. The truth is, your prospects and clients are far more interested in their own needs, wants, pain, success, and how they can get more done for less than they are in you or your company. Stop telling a story to boast you own ego and find out what your customers really want to know. Then, relate your products and services to their primary interests, placing an emphasis on them in every aspect of your marketing and sales presentation message. Be vested in your clients and they will invest with you.