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?