Who gets to choose what’s important?
Who gets to choose what’s cool?
Who gets to choose what’s effective?
The people who gets to choose if what you’re calling about is important, if that new product or service is cool, and if you are effective as a salesperson……
(drum roll please)
are your prospects and customers
Even crazier is that each individual you’re calling gets to decide for themselves.
for instance: I don’t like fruit in my beer – neither while it is being brewed NOR when it’s served.
Which means the typical marketing for Hefeweizen (for you non-beer people that would be “with yeast” and brewed with wheat vs. barley) where, at least in the US, they add orange slices isn’t effective.
Nor am I the target market for anyone’s Apricot Ale.
The key is to understand the difference between:
#1 – your messaging isn’t working, but I’d buy your product with the right message
#2 – I’m not your target market
In #1 you are selling Hefeweizen, which I love sans fruit. Change the message – earn my business.
While in #2 you are trying to get me to buy Apricot Ale. Which makes me say YECH.
Figure out AS EARLY AS POSSIBLE which # the people fall under, who find:
> your call purpose boring
> that new product or service blasé
> your sales process ineffective
Now, for #1, figure out: what’s important? what’s cool? what’s effective? Change the message – earn their business.
photo credit © Donna Middlemiss | Dreamstime