Helpful video: The Power of Polarizing Messages
Posted: Mon Jan 27, 2025 9:52 am
Helpful video: Prospecting Tip – How to Use Reciprocity to Increase Response Rates
2. They can’t figure out how you can help
Steve Krugg, author of the best-selling book, Don’t Make Me Think, says of your company’s website, “If visitors can’t identify what it is you do within seconds, they won’t stick around”. The same applies to your outreach…but with a twist. Your customers don’t need to know what you do. Rather they need to understand the problem you can help them solve! Unfortunately, most failed conversations tend to place the focus on the vendor’s products and solutions (e.g. “Oh hello there Mary. My name is Steven and I work for Acme Co. We specialize in high-volume marketing automation solutions and analytics“). And to make matters worse, regardless of how well-differentiated we believe our solutions are, most of us tend to sound the same to our buyers simply because of the sheer number of solutions saturating every market. For example, in the Marketing Technology space alone, the number of vendors has increased from 150 in 2011 to over 8000 today.
So when it comes to getting your intro pitch to not only be heard russia telegram data but resonate quickly, the science of persuasion can help modern sellers operate with armor-piercing efficiency to convert more customers. The secret is leveraging a principle known as processing fluency; the ease with which information is processed.
For example, instead of describing what you do, your message should focus on who the enemy of your solution is. Are you trying to stamp out crappy performance reviews that most employees hate? Are you focused on helping sales leaders understand why their sales funnels are leaking without having to sift through piles of data and complicated reports? The power of juxtaposition and contrast can also be helpful here. For example, have you ever noticed that when you’re watching an infomercial for a new kitchen gadget, the argument to purchase it all of a sudden becomes more compelling when they start listing all of the older clunky, expensive, and hard-to-clean appliances their gadget can replace?
The quicker you can deliver clarity to your customer around how you can help, the more likely they are to lean in and say, “Interesting! Tell me more!”
2. They can’t figure out how you can help
Steve Krugg, author of the best-selling book, Don’t Make Me Think, says of your company’s website, “If visitors can’t identify what it is you do within seconds, they won’t stick around”. The same applies to your outreach…but with a twist. Your customers don’t need to know what you do. Rather they need to understand the problem you can help them solve! Unfortunately, most failed conversations tend to place the focus on the vendor’s products and solutions (e.g. “Oh hello there Mary. My name is Steven and I work for Acme Co. We specialize in high-volume marketing automation solutions and analytics“). And to make matters worse, regardless of how well-differentiated we believe our solutions are, most of us tend to sound the same to our buyers simply because of the sheer number of solutions saturating every market. For example, in the Marketing Technology space alone, the number of vendors has increased from 150 in 2011 to over 8000 today.
So when it comes to getting your intro pitch to not only be heard russia telegram data but resonate quickly, the science of persuasion can help modern sellers operate with armor-piercing efficiency to convert more customers. The secret is leveraging a principle known as processing fluency; the ease with which information is processed.
For example, instead of describing what you do, your message should focus on who the enemy of your solution is. Are you trying to stamp out crappy performance reviews that most employees hate? Are you focused on helping sales leaders understand why their sales funnels are leaking without having to sift through piles of data and complicated reports? The power of juxtaposition and contrast can also be helpful here. For example, have you ever noticed that when you’re watching an infomercial for a new kitchen gadget, the argument to purchase it all of a sudden becomes more compelling when they start listing all of the older clunky, expensive, and hard-to-clean appliances their gadget can replace?
The quicker you can deliver clarity to your customer around how you can help, the more likely they are to lean in and say, “Interesting! Tell me more!”