We are inundated with an unprecedented volume of information. A recent survey by the team at Heyday found that the average person consumes four articles, more than 8,000 words and more than 200 messages daily.
Yet, research suggests that we forget up to 70% of new information within 24 hours if we don’t actively engage with it. This “forgetting curve” shows that despite our voracious content consumption, we retain only a fraction of what we read. – Anne-Laure Le Cunff, Ness Labs
Occasionally, an email crosses my screen, jumps out, and grabs me by my attention collar. The above excerpt is from one of those emails.
Between 2009 and 2019, I hosted more than 900 episodes of my podcast. The one rule I had as a host was to know as much, if not more, about the subject matter I would discuss with my guest. This enabled me to engage a guest beyond a perfunctory ho-hum exchange of the many interviews they had given in the past on other shows. One of the most frequent and satisfying comments I received from my guests is that out of all the interviews they have done, mine was the first to challenge them in a way that they were as engaged, if not more so, than the audience. The energy was excellent, and the listening audience loved it.
Phone It In Content
In my efforts to advise and enable companies to better connect with their prospects and clients, e.g., stand out from the pack in an overcrowded and noisy market, I find that they all sound the same. We are on this map or in this quadrant, received this award, or landed this company as a new client. My response—WHO CARES!
“Yet, research suggests that we forget up to 70% of new information within 24 hours if we don’t actively engage with it.“
I see far too frequently a lack of effort in researching a prospect or client to build rapport based on what is important to them. What should be done is to look beyond a transactional engagement driven by the need to meet your quarterly sales targets and understand if and how you can be of service and support to them, and even more importantly, that you like them and share similar values.
Sometimes, There Is A Fit, And Sometimes There Isn’t
“Jon W. Hansen, who benefits from such “urgency”? Sellers, probably; Buyers, I doubt.” – Dr. Thierry Fausten
Sadly, sales and marketing professionals live in a “get-it-done now, what have you done for me lately reality,” where magic words and eloquent delivery will somehow convert a prospect into a client whether there is a fit or not.
“Dr. Thierry Fausten, I would surmise that sellers are stuck in the middle between staying true to their original “client success” vision and meeting the financial performance demands of investors such as VCs.
I recently asked a solution provider exec if they would ever walk away from a sale if they knew the client wasn’t the right fit. The extended pause before answering the question said all I needed to know.“
During an interview with the President of Microsoft Canada, Kevin Peesker, he emphasized that providing a solution isn’t about checking off items on a list. I agree it is not a features-functions-benefits or plug-and-play exercise. To succeed, you must choose your clients wisely, as clients have to choose their providers. Put another way, the only things you should sell and buy off a brochure or video are vacation getaways and streaming movies. Of course, there are a few more things beyond vacations and videos, but you get the drift.
My next post will explain how to build relationships beyond the product or service you sell, starting with the first connection.
In the meantime, let me know your thoughts on today’s post.
30
Procurement Insights
STOP Selling and Marketing – START Building Relationships
Posted on July 18, 2024
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We are inundated with an unprecedented volume of information. A recent survey by the team at Heyday found that the average person consumes four articles, more than 8,000 words and more than 200 messages daily.
Yet, research suggests that we forget up to 70% of new information within 24 hours if we don’t actively engage with it. This “forgetting curve” shows that despite our voracious content consumption, we retain only a fraction of what we read. – Anne-Laure Le Cunff, Ness Labs
Occasionally, an email crosses my screen, jumps out, and grabs me by my attention collar. The above excerpt is from one of those emails.
Between 2009 and 2019, I hosted more than 900 episodes of my podcast. The one rule I had as a host was to know as much, if not more, about the subject matter I would discuss with my guest. This enabled me to engage a guest beyond a perfunctory ho-hum exchange of the many interviews they had given in the past on other shows. One of the most frequent and satisfying comments I received from my guests is that out of all the interviews they have done, mine was the first to challenge them in a way that they were as engaged, if not more so, than the audience. The energy was excellent, and the listening audience loved it.
Phone It In Content
In my efforts to advise and enable companies to better connect with their prospects and clients, e.g., stand out from the pack in an overcrowded and noisy market, I find that they all sound the same. We are on this map or in this quadrant, received this award, or landed this company as a new client. My response—WHO CARES!
“Yet, research suggests that we forget up to 70% of new information within 24 hours if we don’t actively engage with it.“
I see far too frequently a lack of effort in researching a prospect or client to build rapport based on what is important to them. What should be done is to look beyond a transactional engagement driven by the need to meet your quarterly sales targets and understand if and how you can be of service and support to them, and even more importantly, that you like them and share similar values.
Sometimes, There Is A Fit, And Sometimes There Isn’t
“Jon W. Hansen, who benefits from such “urgency”? Sellers, probably; Buyers, I doubt.” – Dr. Thierry Fausten
Sadly, sales and marketing professionals live in a “get-it-done now, what have you done for me lately reality,” where magic words and eloquent delivery will somehow convert a prospect into a client whether there is a fit or not.
“Dr. Thierry Fausten, I would surmise that sellers are stuck in the middle between staying true to their original “client success” vision and meeting the financial performance demands of investors such as VCs.
I recently asked a solution provider exec if they would ever walk away from a sale if they knew the client wasn’t the right fit. The extended pause before answering the question said all I needed to know.“
During an interview with the President of Microsoft Canada, Kevin Peesker, he emphasized that providing a solution isn’t about checking off items on a list. I agree it is not a features-functions-benefits or plug-and-play exercise. To succeed, you must choose your clients wisely, as clients have to choose their providers. Put another way, the only things you should sell and buy off a brochure or video are vacation getaways and streaming movies. Of course, there are a few more things beyond vacations and videos, but you get the drift.
My next post will explain how to build relationships beyond the product or service you sell, starting with the first connection.
In the meantime, let me know your thoughts on today’s post.
30
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