What You Say First, Matters
YES. You make others interested in listening to you by answering “Why Me?” before “Why This Product?”.
NO. You don’t get a second chance to make a first impression.
Recap
This is a thread about How to Leverage the Marketplace Forces that Matter Most for Business Growth. Eight crucial marketplace forces have been identified and are being explored in depth in this series.
Why Me?
How many presentations have you endured that begin with a product demonstration or a company description? While the presenter talks about “why them?” you think, “why should I be interested in listening to this?” You are asking yourself “Why Me?”
Why Should I Listen?
So now, as a presenter, turn it around. Before you launch into your background, company description or demonstration, ask yourself, “who is the me I’m talking to and why should they be interested in listening to what I have to say.”
Consider What You Say First
If one of the first things I said to you was,
“I am here to talk with you about how to save money you are already spending.”
Wouldn’t you be more willing to listen than if I said,
”Let me show you how our technology works.”
Because a person is physically present in the room does not mean they are listening. That must to be earned.
First Impressions Stick
It is so true. You have only one chance to make a first impression. If you want to create a connection that is valued, you do it by first communicating what is in it for the other person, not the details of how your product or technology works.
People Are Quick To Form Impressions
The interest decision is made in the first few seconds. Yes, no, or maybe. You will work from this position from here on out. Are you starting to see why this is the #2 market force, right after having a compelling “Why Now?”. You never get a second chance to form a first impression.
Move Beyond Interest to Action
Before you are in a position to present to someone, the target market strategy you pursue can help or hurt. Establishing interest is essential, but when a sale is the goal, you need to get to action. People and businesses in a state of change tend to listen better and act faster.
- Opportunity: It is a well-known strategy to pursue new technology sales by targeting the number two companies seeking to overtake the leader – an idea made famous by the Avis slogan, “We are #2, so we try harder.”
- Trouble: Consolidation, hyper-aggressive competitors and economic pressures also open ears and purchase orders.
- Regulations: There is little room for dispute that regulations and their deadlines influence buying behavior. Sarbanes-Oxley and HIPPA are two such examples.
- Status Quo: This kind of business is the last place an emerging company wants to expend its finite resources, as the risk/reward equation is unattractive.
When change is already occurring, it provides a powerful “Why Me?” market force which can be leveraged for business growth.
What is Next?
The 8 Marketplace Forces countdown continues. The next post will be…
#3. “Why This Product?” How to stand out from the rest.
