SUCCESS IS DEFINED BY…
Success in business is defined by your ability to convey your information to others so they understand it the way you do.
Selling is nothing more than conveying information across all marketing options. Information is conveyed when you speak, in your print, and online. The goal of all marketing work is to convey information effectively.
The KISS method (Keep It Simple & Short) needs to be remembered at all times. The sales presentation is different than your story. It should be a complete description of what you do, why you do it and the value it delivers. Remember, the purpose of your marketing effort is to get an opportunity to make a sales presentation; whereas the sales presentation has as its purpose to close the sale.
When speaking, your target market will start processing your information after the first two or three minutes of a sales presentation. The decision to buy or not to buy is usually made in that time frame. Yes, there is more to the in person presentation. If you cannot be understood because you speak too fast, or you don’t enunciate, or you speak to softly or your voice doesn’t express belief in your product/service, all of these factors can lose a sale. (If you need help in any of these areas, consider joining a toastmaster club near you.)
In print and online, the same KISS principles also hold true. In my research, I find that the design and content should have a purpose; is it to sell or is to get an opportunity to make a personal sales presentation? If the call to action is to make a purchase based on the information presented, then your content and layout has to convey the correct information to initiate the purchase.
In person you have between 2 and 3 minutes for your sales presentation. In print or online the 6 second rule applies; that’s how much time you have to make an impact. Content and message, in my opinion, are more important than the colors and graphics.
Review your in person presentation as well as your print and online material. What is the goal of each of these? Track your results to validate your efforts.
Comments are closed