(AKA. Sometimes love just ain’t enough)
(AKA. Someone had a great message, but then you won’t believe what happened next…)
It is a common misconception that if a message or story is so compelling, a listener can’t help but be moved. Unfortunately, this is completely untrue.
While you absolutely need to make sure your message is strong, there is so much noise today that how you deliver it is equally important. This is especially true when selling technical products that aren’t naturally intuitive.
Making sure that the audience understands how it works, is excited by the value, and is ready to act comes down to 3 key steps:
- Focus on the customer value
- Convince them success is possible
- Outline a clear next step
1. Focus on the customer value
Unless something has a clear customer value to it, skip it. Engineering teams often get to caught up in the features available in a new product without focusing on why it matters to the typical end customer. Any feature no matter how novel is only important if provides a tangible benefit in everyday use.
By creating messaging that is centered on how it will make the customer’s life better, they are much more likely to maintain interest and actively try to understand how works.
2. Convince them success is possible
Just like direct customer value helps win the mind of the listener, you need to win the emotional side of the decision as well.
Winning the emotional side isn’t that hard, just get them to imagine themselves getting the benefit of whatever it is you are offering. For technical solutions, this is where a demo or hands on experience can come in handy.
For solutions that act as a platform or complex software that is hard to visualize, seeing how it works goes a long way. Think for a moment of software that can be customized a thousand different ways, just telling the listener that it can be customized will not actually help them think of the successful outcome. However, offering a demo of what can be built lets them imagine themselves with the result, not the undefined possibility. Effectively it allows you to speak to the beautifully crafted chest, not the hammer that helped build it.
3. Outline a clear next step
Any message should end with a next step. The first conversation about a product may be to set up a demo, and the demo may end with a proof of concept to see how it works in their environment. Never assume that the person you are communicating with will automatically know what should come next. By offering a path forward you can improve your win rate with customers and reduce the time it takes to get there.
At the end of the day it is about winning the argument intellectually and emotionally. With that in mind, a strong perspective with evidence and the ability to tactilely see how it works is a powerful combination.
If you have questions about your message or how deliver it, reach out at www.thespurgroup.com/contact-us. We’d love to help.