Archives for posts with tag: Introduction

Reduce to Increase

August 16, 2019 //
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In a recent post I explained that the 4 basic questions you need to cover when you introduce yourself is who you are, what you do, who you do it for and why it matters.

A really good follow up question from someone who is sufficiently engaged with you is ‘how do you do that?’ They’ll only care about the how if they’re genuinely interested or they’re making polite conversation. This got me thinking about how I would explain the process by which I get companies to accelerate their time to market and their sales growth.

Imagine holding an imaginary set of bellows or a concertina in your hands. Then you bring your hands together, before bringing them apart. That’s exactly what you do in sales and marketing to grow more quickly.

You have to reduce in order to increase. By that I mean that you start with your market, then you narrow down the segments of that market until you’ve identified the ideal target audience for what you do. Then you design your offering and your marketing and sales messaging to that audience. Because it’s tailored to the specific requirements of your tightly defined target audience, you have good success and you quickly grow your business or your new product or service.

So, how you do it is by reducing to increase. I imagine that the next time someone asks me how I do what I do I will accompany my explanation by the bellows or concertina hand actions, to reinforce my point.

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Categories Communication, Customers, Marketing, Sales

The Four Introductory Must Dos

August 14, 2019 //
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When we’re introducing ourselves to people for the first time, even if we’re not in the selling business, there’s the opportunity to sell ourselves, to make a good first impression, or to influence people in a positive way. They might not need our services, or to be our friend, but they might know someone who does.

So what are the four introductory must dos? I see four questions that we should answer for the person we’re meeting:

  • Who? Who are you? What’s your name? Not necessarily the organisation you’re with, your name is more important. They have to remember it. I’m sometimes not a fan of leading with yourself, but in this case they need to remember your name when you accompany it with a handshake
  • What? What do you do? What do you provide? Can you describe this simply, without jargon? This is the bit that’s going to catch their attention, since they will use it to pigeonhole you in their mind
  • For whom? Who do you provide what you provide for? Who are your customers, stakeholders, patients, students or constituents?
  • Why? Why should the people for whom you provide what you provide care? What do they get out of it? This is the bit that adds value, your chance to say what makes you different

For some people, you don’t need to cover these four bases. “Hi, my name’s John Smith, I’m a dentist.” You can pretty much stop at second base. But for others, perhaps those in more complex business-to-business roles, you’ll probably need the last two, especially if you’re networking. “Hi, my name’s Paul Dilger, I’m a sales and marketing consulting to small to medium-sized companies so they can grow their business more quickly.”

If it feels unnatural to add the fourth point, you can always drop it into the conversation later, especially if the first three points resonate, make a connection or provoke a positive reaction.

 

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Categories Communication, Customers, General, Marketing, Sales