It’s not me it’s you.

Each quarter I speak with a number of businesses and write articles for one of Melbourne’s many city councils. It’s generally quite exciting, interesting and inspirational. There are amazing people running amazing businesses.

This quarter I was asked to write an article about a product that allows business owners to take their bland accounting figures bascially add them to a picture and get a clear understanding of where their business is. Sounds great doesn’t it? Wouldn’t we all like a bit of clarity around that mythical world of accounting?

While I didn’t quite understand the extent to which their pictorial analogy could be used, I did see how it could be useful. So I asked for more detail. I sat and waited expectantly. The detail never eventuated. Instead, I was told: “Yes most people think they need the detail. We’re all educated to ask for specifics, but this is really a contextual product. You need to understand that context.”

Okay, so the context is a business that has a product that they buy and sell. There’s a cost to sell, a cost to service. There is fixed capital in computers, buildings etc. There is working capital in inventory, bank accounts etc. There may be debt. There may be equity. Over the course of a month all these figures will change in response to business activity. Now, tell me how your product helps me decide exactly what action I need to take if one of these figures you’ve put in your nice little diagram isn’t what it needs to be to maximise my business potential.

And the answer came: “Well, of course there are 11 key drivers in your business.” Excellent. Now we’re getting somewhere, I thought, and asked: “What are those key drivers?”

“Well, it’s really about the context not the detail. See, you’re not in the right mindset. When you get in the right mindset you won’t be fixated on the detail,” came the reply.

Does this sound at all familiar? Sadly it happens all too often. Now these guys may have a brilliant product. The examples they gave certainly indicated to me it was worth trying to understand it and write a fantastic article for them. Unfortunately, in four and a half hours of meetings, phone calls and emails, they have failed to explain it sufficiently. Not only that, they’ve frustrated me by basically implying that my ‘mindset’ is the problem.

When a customer doesn’t understand what you do, it is not their problem – it’s yours. Instead of simply repeating what you’ve said, talk to them. Begin to understand where they’re coming from and speak in a language they can understand. Generally speaking, you have a whole lot less than 4 and a half hours to do that in.

The basic sales principles they failed to apply were:

Make it simple.

If you can’t explain your product, your customer doesn’t have a problem – you do. Sure your product might be complex. I’m not interested in its complexity; that makes me think it’s going to be difficult and really, I’m not looking for difficult. Think of a television. Do you really want to know how it works or do you simply want to press a button and have it work?

Connect with your customer.

Build rapport with your customer by listening to them. You might be so excited by your product / service that you forget about the customer. To really connect with your customer stop talking and start listening.

Here’s some other ways you can make it simple and connect with your customers:

Use comparisons.

Use analogies that your audience understands. An analogy is basically a story that uses images and concepts that your customer can easily understand and that parallel your product / service. For example, I might describe re-writing someone's website as getting a new hair cut. There's lots of styles out there and we're going to choose one that suits you and your business and use what you already have to shape a great new look.

Have a number of different analogies and cycle through them until you hit on one that means something to your customer. When you find a common story, you not only help your customer understand the product, you build rapport, trust and credibility.

Demonstrate.

Too often we expect that our verbal explanation will be enough. Yet there are many, many people who take longer to grasp things that are explained in words. Their minds are wired to experience the product or service. They’ll want to see it in action; watch someone else using it; or even take it for a test drive.

A demonstration isn’t only for in-person presentations or DVDs or videos. You can also use words to demonstrate your product. For example, if someone asked me to demonstrate what a copywriter does, I would use before and after examples. I would also give a brief overview of the actual processes I follow. In essence, when you demonstrate, you’re taking a problem and showing how your product or service provides the solution.

Give specifics.

Just as some people love concepts and theory and others like demonstrations, still others prefer facts and figures. Have promotional material that covers all these avenues. You lose credibility when you refuse to give specifics because the customer, in your eyes at least, doesn’t need them. Some customers do need the details and it’s your job to market well to those people too.

Specifics also give you credibility. When I review copy with a client, they’ll often ask why I’ve written a passage a certain way. I’m more than happy to explain. Specifics give people a greater understanding. Sure they might then understand that your product or service isn’t for them; yet isn’t that better than creating a dissatisfied customer who’ll complain to all their friends and colleagues?

Answer the question your customer asks.

Unless you’re a politician, people generally expect an answer to the question they’ve asked. When you give an answer that doesn’t relate to the question asked you lose credibility. When you refuse to answer a question, you incite suspicion. If you have nothing to hide why is your product / service shrouded in mystery? Be open and honest. Sometimes you really can’t answer a question. Customers will respect your honesty – and willingness to find the answer – rather than getting the brush off.

Writing your promotional material is simply putting your sales pitch down on paper or on a website or in a brochure. Use the same broad strategies you would face-to-face. And remember to make it simple and connect with your customer.

The new beginning

Seven years ago, I began my version of the great Australian novel. I started with great gusto with much to say. Then I got a new job and put the novel away. Periodically, I’d take it out and dust it off.

Three years ago I finished it and sent the required excerpts to Australian literary agents. One asked to read it and replied that it needed more work. More work? I’d already spent four years working on it on and off. More work?

We moved to Melbourne and I started my business and the novel took a holiday. At the beginning of last year, I dusted it off – or rather re-opened the word document – and began editing what I had.

I finished it and since the Australian agents had expressed little interest, I very excitedly sent queries to literary agents in the UK and the US. One asked to read it. After I’d calmed down, I sent it off. I received a fantastic letter in reply (that an agent takes the time to write more than a paragraph is awesome!). Yet the letter also said: Get an editor to edit it, then send it back to us. So I did. I got an editor who’s worked with some top name Australian novelists to write a report on my book.

And guess what? He didn’t like the main character’s name. He didn’t like the name of the book. He didn’t like one of the main characters at all and in fact suggested I axe them totally (of course, this character is my favourite). He also said there were altogether too many characters and that basically the book came across as a bit superficial. Yep, I guess that means it needed more work.

After licking my wounds for a couple of weeks and pondering his comments for even longer, I decided to re-write the whole book. Sure, I’d use parts of the original, but I would weed out some characters and add new ones in. I wouldn’t toss my favourite character, though I would give them less dialogue. I started this process last October. I finished it last week.

It was Sunday afternoon, to be exact when I rolled our little press (read printer) into action and made copies for my valued reviewers. I know that they will make comments and essentially will say: Great, though it still needs a little more work. I’m expecting that. I’m embracing that. I can’t wait to hear their comments – good and bad. In fact, I’m mainly waiting for the bad comments, because they’re the remarks that are going to make my novel even better.

Until then, I’m revelling in having achieved a dream. Seven years ago I started writing a novel. Now, it is entering the home stretch.

Why am I sharing this with you now and not when it’s published? Because I’ve achieved something that at times I doubted my ability to accomplish. So often we look at the future, to a mythical end point. The publication of my novel won’t be an end point. It will be a whole new beginning. So today, I want to share my unbelievable joy at this ‘little miracle’.

Hopefully in doing so, you might consider a milestone you’re recently reached. If so take the time to revel in the thrill of that achievement; pat yourself on the back; congratulate yourself on a job well done. Then dive into the new beginning.

Saying to Soar By

Understanding human needs is half the job
of meeting them.

Adlai Stevenson, 1900-196

Email: mandy@talkingturkey.com.au
Web: www.talkingturkey.com.au

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