On tonight's conference call, as I often
do, I asked people to tell the others about
the products or services they market.
Without hesitation, we all heard:
“We have
a really great drink that has all these vitamins…”
“Our company
markets wellness products…”
“We have a health
care program…”
“Our company,
EXTRAFINEST, has the cheapest phone service…”
The busy brains of the listeners asked the usual question about any
statement within earshot:
Realizing
this, I immediately asked the group: "Did anyone here feel like
they were personally being spoken to with any of these statements? That
it was addressed specifically to you??
Uhh. Hmm.
“Did someone call me?”
Why would they respond if they don’t realize they’re being
called?
How do you get someone to pay quick attention, short of calling their
name?
How about describing them some other way?
Mothers Against Drunk
driving.
Cancer Survivors
Pet lovers
Catholics
Wine enthusiasts
These describe certain people, yes? You think if you were to put out
a call for all 'Mothers Against Drunk Drivers' Would members recognize
themselves with that call and respond?
Almost as if you had called them by name?
Interesting, huh?
How about we apply the same principle to the products and services (next
time, the business) you market?
You know, describe the kinds of people who are predisposed to what you
market so they ‘hear the call’.
“We have a really
great drink that has all these vitamins…”
“Our company
markets wellness products…”
“We have a health
care program…”
“Our company,
EXTRAFINEST, has the cheapest phone service…”
It's all about THEIR COMPANY and THEIR PRODUCTS.
Do you hear yourself called with those words?
Let’s describe different kinds of people and see if by doing that,
we can ‘call’ them.
This drink is for “people who are sick of choking down 9 pills
each day”
Would people ‘who are sick of choking down 9 pills each day’
know who they are?
Do they need therapy to learn about the virtues
of nutritional supplements?
They’re already taking lots of pills, actually. So are they predisposed
to your proposition a bit? Will they hear the call for themselves?
Let’s try one more.
Instead of “Our company markets wellness products…”
Which calls no one in particular, how about calling this group?
Our product is for “people who are going crazy because they just
cannot sleep through the night. Back aches, overheating, you name it.
They're ready to try about anything.”
Does that describe a group of people in the US? Think they’d 'hear
the call' if someone called out to them, and asked for them?
Go ahead and try to make the other two statements more meaningful to
the right people. Just select one group, like I just did. One group
described and called for, at a time.
“We have a health care program…”
“Our company, EXTRAFINEST, has the cheapest phone service…”
For more information on finding customer prospects who are predisposed
to your products and services, check out chapter 17 in the book "Do
You Have a Plan B? Guide to an Alternative Career in direct Sales
and Network Marketing"
To join teams of active and funny people
who are actually DOING IT together, try to get into one of the Dell
Advantage Classes. We have just started two new sections, since
the others have already filled up.
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