My Internet provider once bought a competitor, and the switch made my life miserable. There were plenty of problems with the connection from, let’s call them “XYZ,” and my techno-life became problematic.
Newspapers jumped on this bad news, and when I read the words “XYZ” in the headline, my attention was drawn to the article. It said, in effect, “Hey bub, if you are the recipient from this bogus treatment, I’m talking to you.”
When the article mentioned that “XYZ” was having problems throughout the country, I couldn’t have been impressed less. I lived in New Jersey at the time, and I had very little remorse for those kind souls living in Iowa. When they started to talk about how this problem was also affecting television viewers, I found myself skimming through the article. My TV worked fine.
What was happening here? I was only reading what concerned me. And what concerned me was the fact that the Internet problem experienced by “XYZ” in New Jersey was going to be fixed soon.
All of a sudden I saw the light. This message struck me like a ton of bricks.
FOCUS ON THE IMMEDIATE WORLD OF YOUR PROSPECT AND CUSTOMER.
THAT IS THE ONLY INFORMATION THEY CARE ABOUT.
It is the only world they know about. It is the only world they care about. It is the only world they have time for. Your prospects and customers hear and see the words and messages that involve them.
So when you write a letter to a customer, write it with your customer’s interests in mind. When you speak to a client, climb into their world. When you make a proposal to a prospect, offer solutions to your prospect’s immediate concerns. It is always about them.
This should give you plenty to think about. Go focus on the people who make your job possible.
Mike Marchev has plenty of stories, strategies and tactics to keep you on top of your game.
Mike will be conducting his 5th annual Travel Sales & Marketing Business Development Cruise, sailing the Freedom of The Seas from Ft. Lauderdale. Email him at firstname.lastname@example.org for complete details. Five cabins are still available.
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