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How Sales and Marketing tend to loose the prospects interest

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Dave Brown, principle consultant for Ridge Consulting (a sister company of TSL Marketing) recently wrote an article published in ConsultingMag.com on the importance of catching your prospects attention and finding a way to create an uncontested value proposition for your company.

Here is an excerpt from this article:

The Problem

"In all aspects of our work, we constantly switch between heuristic and analytical problem solving techniques: the gut feel and the data gathering. And so do our sales prospects and clients. Yet, in many interactions in the sales process, the tendency is to dwell almost completely in the analytical realm. Most sales presentations, webinars and seminars are data-fueled pitches that fill the audience with all kinds of facts and stats. They start with the “features,” move on to the “benefits,” and end with a crescendo of “advantages.” There’s talk about time to benefit, TCO and ROI. 

There are graphs, pie charts and magic quadrants. The analytical input is overwhelming. The audience is seen as passive pawns. Give them the right information, show them how your products or services are faster, better, cheaper and bigger than your competition, and they’ll buy. Unfortunately, it doesn’t work that way. Chances are that your clients don’t have the time or interest to wade through the information that is being thrown their way. While you’re delivering that well-crafted pitch, your prospects’ attention is probably wandering, fading in and out, depending on their level of interest or concern. This happens to even the best presenters and best-prepared presentations. Why? 

You’re hitting your audience at an analytical level, while they’re operating heuristically. While you’re explaining some well researched statistics, they’re thinking: “I get it already! But will it solve my problem? How much will it cost? How fast can I deploy? What are the risks?”"

The Solution

Learn more about how Dave Brown offers solutions through getting into the mind of your prospect.  You can read the full article by clicking here.