”I’d like to end up sort of unforgettable.”Ringo Starr
Fact: Most complex sales are not decided with you in the room.
Decision-makers may not get together for days or weeks to discuss your proposal – in the mean time, they are likely to see many other presentations. How can you increase the likelihood that YOURS is the solution they remember after you walk out the door?
Your prospect is like a casting director seeing a steady parade of actors auditioning for the same role, repeating the same lines over and over. Put yourself in your prospect’s shoes: Each day, one salesperson after another comes in with slides or a demo, does a boring corporate overview and agenda and claims: “We’re the best and here’s why…” It’s no surprise we all blur together after a while.
Ask any casting director—and most prospects—and they will tell you this: it is hard to distinguish one person from the next. Especially if a few days or weeks pass before they make their decision. While your product may have the edge when it comes to one feature, your competitor may be slightly better when it comes to another. Chances are the differences are getting harder to define and constantly fluctuating as companies continue to advance their technology and new competitors enter the market.
When products and services become more like commodities, you need to find a way to help your prospect remember your solution. You need a “Wow” factor. Ask yourself this:
If you were auditioning for a role, would you win the part?
The actor who delivers something different from his competitors, wows the casting director and leaves a lasting impression is the one who wins the part. Even though the actor may be reading from the same script as everyone else, he delivers his message in a memorable and impactful way. He sets the bar for every competitor who comes after him, and everyone who came before is pushed out of the casting director’s mind. Weeks later when going through resumes, the casting director can say with great confidence, “We want him.”
Customers are also waiting for that one person to wow them, rise above the pack and make their decision an easy one so they can “cast the part” and move on to their next project. Are you making it easier or more difficult for your customer to remember you?
Take the following quiz and find out just how memorable you are:
How’s Your “Wow” Factor? True or False:
- I spend time not just preparing my presentation, but preparing mentally, physically and vocally to deliver my presentation.
- I incorporate the elements of a dramatic journey to move my prospect from interest to action.
- I leverage the power of stories to deliver my message in an engaging and memorable way.
- I know the power of “Presence” and how to use mine so that it has a lasting impact on my audience.
- I include a prop in my presentation to increase listener retention and I know how to use it to for maximum effect.
If you didn’t answer True to all five questions, you are at risk of not being remembered. Why work so hard only to be forgotten when the buying decision is actually made? If you want to be memorable, you can’t do what everyone else does. Up your “Wow” Factor and review the resource links in the 5 questions above.
The bottom line is this: They can’t buy from you if they can’t remember you.