So you are in the queue with a heap of other people in the queue. Ready to stand out.
Your product is the same. The functionality is the same. The end result is probably the same. Your kick ass marketing message wins the day. Hooray!!
You are now the cowboy (or cowgirl) strutting your stuff wearing that coveted cowboy hat. You are dressed the part, horse at the ready and talking the talk. Perception is high.
Only problem is … you don’t own any cattle!
If your message has no value and is not aligned with the results that matter the most to those you are serving then you are on a fast track to killing your business.
Relationships will fail, word of mouth will beat you down, your reputation will crumble.
So, here are three questions to ask yourself to make sure that your message really does has value and you can actually walk your talk when you are with customers so you can add real, legitimate value to their worlds:
Do people actually understand your message?
Is your message aligned with what’s actually happening in your industry? If there are changes in your industry, make sure you are in touch with those changes and that your customers understand how you are relevant. Make sure your message is aligned with their company and their direction. Check that your message is also aligned with the person you are speaking with and you know how it will help him or her personally. This is a perfect example where a narrative, or telling your story, is a great way to tap into the emotive side of a customer’s comprehension of how you help.
Do people understand your offering?
How do you take what is happening in your market as well as your customers world and create or sell a product or service that is world class? It’s the ability to create and craft a meaningful solution that addresses the customers bigger picture objectives as well as addressing the specific areas of growth needed for their immediate success. It’s allowing them to see where they or the business are on that path personally and that there is a measurement they can benchmark themselves against. Do they understand that?
How well do you articulate what makes you different?
What is your message that disrupts the typical sales conversation? There is a pivotal part of a sales conversation that allows you to package your value and the uniqueness you offer and articulate that value that your customer will receive by only working with you. Do you know what that it is and when that conversation should take place?
It’s so important that you can take to market your message and execute the value in an easy to understand approach understood by all. Articulating product specs or features, advantages and benefits is easy, but it’s not going to cut it today – it’s not going to increase your margins or generate more revenue.
If you can’t articulate or deliver the value needed – don’t go to market – regardless of what the gurus say.