You could say I’m a leadership junkie.¬† I’m always eager to read things related to the topic of leadership.¬† But I also like to be pulled in quickly, lest I stray to another topic.¬† Recently I came across this quote from a leadership consultant.¬† Here goes:
“In its most simplistic form, leadership is your ability to compel people to act in a complimentary manner that accomplishes desirable organizational goals with integrity and respect.”
Say what?¬† I read it again… and still didn’t get it.¬† Call me slow, but
I found myself daydreaming as I got to the middle of the sentence.¬† Upon my third read, I started to get my head around it.¬† But if I was in the marketplace for leadership consulting, I wouldn’t be compelled to¬†“act now” or “learn more.”
What’s more, the author begins the statement with a promise: “In its most simplistic form…”¬† Then, to my mind, he breaks the promise.¬† The rest of the statement is is not at all simple.
And therein lies the theme to this post.¬† To spark interest early in the sales cycle, use simplicity.¬† Simplicity sells.¬† Simplicity gets your attention.¬† Be it a cold call, an opening to a first¬†meeting, a statement on a¬†home page or even a blog… simplicity sells, especially in the early stages of, what might ultimately become, a complex deal.¬† The deal might be complicated, but the initial¬†reason to buy should be simple.
Keep your messaging clear at the start.¬† What is the big emotional¬†driver for a potential buyer to need your service?¬† What is the rational driver?¬† This is your reason for being in business, for offering solutions to the marketplace!¬† Cut it right down to the most… er… simplistic form, in as few words as possible.
Your turn.¬† Do you have any examples of complex messaging that caused you to “drop out” of the purchasing cycle early on?¬† Or where you or a salesperson you know lost buyer interest because the messaging was too complex, too early?
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