'Why, How, What'- inspire others to follow you.
Have you ever thought when explaining what you do, why you get little response? Most of us, most organizations, when asked what we do, explain things in a prescribed order. We explain what we do; how we do it, but rarely articulate why we do what we do. Why is this important? What type of marketing message entices you to want to learn more or even to buy something? Are you engaging and inspiring people to become your customers?
Are you able to express your purpose and belief?
Inspiring leaders and organizations are skilled in being able to clearly express their purpose and belief, why they do what they do. They are intent and passionate, such passion is infectious and compelling. By articulating the ‘why’, people are more likely listen to you, and become part of what you do, whether that be buying from you or following your cause. I would like to share what I learned on an excellent TED video, with Simon Sinek who offers great advice how to do this
Differentiate yourself, know WHY you do what you do.
Inspiring leaders, like Martin Luther King and Winston Churchill and organizations like Apple and Facebook clearly express their purpose and belief, why they do what they do. They are intent and passionate, such passion is infectious and compelling. Apple, under Steve Job’s inspiring and much missed leadership is an excellent contemporary example of a company who differentiated themselves and captured a huge market following by communicating why they do what they do. Most marketing and sales is expressed by what we do, how we're different and then an expectation, a purchase or a vote. If Apple followed this, their marketing message would be: WHAT do we do - we make great computers. HOW do we do it- our products are beautifully designed and simple to use. Want to buy one? Apple actually communicates like this: WHY: Everything we do, we believe in challenging the status quo. We believe in thinking differently. HOW: The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. WHAT: We just happen to make great computers. Want to buy one?
Inspire others to follow you, define your intent and purpose.
There are leaders and there are those who lead. A leader may hold a position of authority but those that lead, inspire. Like Apple, they are the ones that start with the why. People don't buy what you do; people buy why you do it. By articulating your ‘why’, people will be more likely listen to you, and become part of what you do, whether that be buying from you or following your cause.We can all learn how to inspire and be successful by knowing our own 'why'.
Defining our 'why, how, what' has helped us at Integratis to be clearer about our purpose and intent and be more effective in our marketing, designing a better website and developing our social media presence.
The Integratis 'why' - we believe that people do business with people. We believe in people and that people can be helped to develop their skills, to become more successful and more fulfilled.
The Integratis 'how' – a good example of how we do this is by providing our clients with a unique partnership planning process. This enables them to learn the right consultative skills.
The Integratis 'what' - We sell effective training. Want to go on a course?
The message is simple, be clear about your 'why, how, what,' beginning with your purpose, cause and belief, your why. It will inspire others to be your followers and your customers, a market leader, let us know what you think and how you do!
Why persuasion is an important sales strategy tool.
Sun Tzu, the great 4th century BC Greek leader, (still referred to today by many great business leaders) was a great advocate of the power of persuasion, an important element in any sales situation. Customers buy from us to help them achieve their business objectives. Often this means that they need to be persuaded to accept new ideas or to do things differently. Sales can become complicated and confusing for the customer. Sales people can create clarity by being confident, strong and persuasive, but how?
Understand your customer’s corporate culture and their needs, be creative.
1. From the outset learn as much as possible about the customer and their company’s culture. Meet with its people, gain a good grasp of their strengths and weaknesses, of their competition, and who you might be competing against for the business.
2. Determine customer goals, what is both important and unimportant. Know when to persuade and when to listen, if you are addressing too many or too few needs and when the customer might need to buy.
3. Be creative to encapsulate each situation’s uniqueness, alternating between well-accepted ideas that the customer is comfortable with and new ideas that are novel and exciting. Your creativity and persuasiveness will give impact to your ideas generating interest and excitement, and any resistance will start to fade.
Outwit the competition, create advantage in the sales process.
4. Avoid selling where the competition is already entrenched. Uncover unexplored opportunities. Look for prospects who need your solutions and try to lock out the competition by ensuring that you are satisfying all the customer's needs.
5. Look to create advantages in the sale process to put your opposition at a disadvantage. Do this by identifying how the customer needs help, discover their goals and then offer irresistible solutions. Focus on needs that the customer hasn’t addressed, lead them one step at a time using your knowledge to overcome their lack of information Be clever about your intentions, don’t let customers assume they know what you have to offer. Entice your customers with your unique benefits, engage them and generate interest so that they want to learn more.
Take the lead, present flexible, strategic and well timed proposals.
6. Take the lead in moving the sale forward to help the customer make good decisions. Always aim to build your influence throughout the sales process, keep the prospect engaged by providing solid information to get their attention and then act.
7. Present flexible, strategic and well timed proposals. Be flexible, use a variety of tactics, no single approach or specific timing or single proposal is always correct. Suggest different proposals, maybe something without risk or with promotional offers. Make sure your proposal is difficult to improve upon, closely meeting the customer's key issues. Be strategic, attentive and timely, avoid presenting proposals too early to prevent the competition being able to discredit you. Create a sense of urgency, for an instance could determine your success or failure. An enticing proposal will persuade the customer to buy and for you to be able to smoothly close the sale.
Learning how to be persuasive and how to create advantages will significantly help to lead to successful sales results. What have been your experiences?