In any market place at any location around the world there is a lot noise. What I mean by this is people selling stuff. It can range from a new car, a new website or mobile app through to business insurance. Yep, quite diverse but how much of this noise do you hear throughout your business working week and how much of it do you really listen to?
It’s only the clever few who actually turn noise into something worth listening to. There isn’t any black magic going on here but rather these people are connecting with you on a personal level; with a statement that stimulates questions and makes you listen. Of course, only the clever few will realise that is just the beginning and those who concentrate solely on the outcome can be sussed a mile off; trust me they can.
It is therefore immensely important to make sure that you know your true value. So what if you build great websites and have worked with Apple to build one of their apps! So what that you have offices in London, Manchester and Bristol? So what that you are good coders? Why would I spend 2 minutes listening to? What does it mean to me and the company? How are you going to earn me some kudos in my company?
A value proposition cuts through all of the noise and makes you stand out from the crowd. Stick to your company’s core product, the one that you really excel in.
“The only way to remain great is to keep on applying the fundamental principles that made you great”
Jim Collins, Good to Great; why companies make the leap and others don’t
So, when you have their attention it’s then a case of moving on a step. Start to build up the relationship. Good business is a long game but it’s the most rewarding you’ll ever get.
I’ve always been a firm believer that 20% of the prospects you speak to will buy something, 20% simply won’t whilst the remaining 60% will string you along until you become embarrassed in front of your sales manager having to explain why the sale has moved from committed to lost. Believe me, I’ve been there and learnt the hard way.
Sales people will spend a large proportion of their time barking up the wrong tree and wasting time when they should be concentrating on the 20% of the market that are serious prospects and form part of your companies growth in 2013.
Under no illusion, this isn’t as straightforward as it sounds. It takes planning, careful research, and continuous monitoring and a focused aim for it to be a success.
Make sure you know your mark before going for it.If you do, then you won’t become just another noise at a networking event or on the other end of the phone.