Do you ever feel your important messages fall on deaf ears? Do your carefully constructed and communicated strategies always get implemented? Are you often frustrated by the difference between the action you ask for and what you actually get?
Great salespeople focus on 4 important things to avoid delivering a diluted or ineffective message.
Repetition The best messaging loses effectiveness when it changes. The more often messaging changes, the less believable future messaging becomes. Repetition is the mother of both retention and understanding. When prospects hear the same messages repeatedly they realize there must be a reason, and the reason is importance.
Clarity Ambiguity is the enemy of success. When people aren’t clear on what you mean, they fill in the blanks, and usually incorrectly. You must cut through the superfluous to find the substantive and communicate it in such a way that there can be no misunderstanding. Don’t tell people you’re explaining it like they’re second graders, but be just as clear and thorough as if you were.
Memorable Here’s the test: will your prospects and clients be able to accurately convey what you’ve communicated? Stories, metaphors, analogies, mottos and even clichés are among the tools you can use. Spend as much time in the packaging of what you’re trying to convey as you do developing the content of the message. Remember, facts validate, but stories illustrate.
Compelling The essence of creating compelling message: getting people to care enough to do something. The Key is using emotional questions because they have the ability to induce action. ake it from two experts in the field, Dan and Chip Heath, authors of Made to Stick: “A credible idea makes people believe. An emotional idea makes people care.”
To avoid delivering a diluted message, answer the question lingering in the listener’s mind: why should I care?
Happy Selling!