Persistent & Consistent

I have been labeled as persistent by more people than I can remember. One business owner I have called on even touted me, “the most persistent man in America.” While I sort of take that as a compliment, the hidden layer of what I bring to a company with whom I consult is a consistent message that brings a significant benefit to the business.

Sort of a paradox, because I am labeled persistent, but what really makes the impression is consistency. Those people who labeled me “persistent” remember me because the message I bring is consistent and brought with conviction. Don’t misunderstand, being persistent is great, but without a consistent message that is tied to a benefit or an organization, persistence is meaningless.

I am going to share a few keys that will help you deliver a solid message to your clients.

Clear: Without clarity in who we are, what we do, and how we do it, the prospect will become confused. Be clear on what makes you stand out from the competition. The more clearly we define our solution, the more readily a customer will do business with you. Further, we must be clear on they quality we possess as an individual and the added value we bring to the company who does business with us. Let your light SHINE! If you show yourself as an industry expert rather than a salesman, you are putting yourself in a good position.

Concise: If you find yourself rambling about features and benefits of a product or service you are missing the point. Have a concise message illustrating the value to the company you are calling one as well as a few business stories of companies that have benefited from your product or service. Practice and rehearse what you are going to say. Formulate an elevator speech that you could use if you had to make a presentation to a CEO in a elevator. Having a concise message takes a lot of work and practice. Anyone can ramble, but you need to be able to convey your message in a few minutes. Longer messages often have flab and people will lose interest.

Timely: Staying up on what is happening in the business world is imperative, because you cannot have a timely message if you are unaware what is happening in the business world. You must also be to tie in what is happening to how your solution may affect them. Being timely also could involve time of year, tax season, fiscal year, merger, changing regulations, healthcare reform, and a multiplicity of dynamics that affect businesses today.

About them: If you are calling on a company you need to have a reason for calling and is has to be about what you can do for them. Our message must be crafted around what we can do for them. That’s like an HD TV salesman rambling on about the resolution, or how advanced the electronics are, when the selling point is what it is going to do for me – maximize my experience on Saturday afternoon when Michigan beats Ohio state and the picture is so good that I feel a part of the game.

In following these simple practices, we will develop more consistency and a better message which will go nicely with our persistent efforts in our sales strategy. You are the face and the message for the product you sell. Make it the very best it can be.

Good luck & Light your passion!