What Do You Want Them To Remember After Meeting With You?

Is there a clear and succinct message that you want to plant in the mind of the prospect once met? Even if you do, how will you communicate it so that it will be remembered?

After listening to pitches by several vendors buyers are often left confused and dazzled. That is because of the surprising similarity of what is typically presented.

Take a look across any industry and you will find that there is a surprising sameness to the adjective laden marketing messages of many vendors.

So, just how is your message different from its competitors and is that difference something that really matters to buyers?

Salespeople have long been versed in the need to have a clear and succinct elevator pitch.

Here is the problem with most elevator pitches delivered by vendors – they are focused on the wrong thing. That is on the seller’s company and its solutions, rather than on the results that the buyer wants to achieve.

What is the most effective means of differentiating your company from competitors? Well, it is not through long lists of features and benefits, glossy brochures or slick power point presentations.

The first secret to being remembered is to tell buyers what your customers say, not what your marketing department has written.

The second secret to being remembered is to share insights as to how others (preferably the buyer’s peers) have used your solutions to solve their problems and specifically the results they have achieved.

In short buyers remember stories, so use relevant and insightful stories to communicate the key points about your company and its solutions.

Posted by Ray Collis on 10:34 am. Filed under The Sales Pitch. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry