“I’ve been stuck,” Andrew, a friend, said.
“How so?” I asked.
“I assembled a website. I’ve done different things with social media. But I’m not getting a big response.”
“I hear you. You’re looking for the Tipping Point,” I said.
“Yes. And I need it yesterday.”
* * *
A valuable Secret to Open the Floodgates to Prosperity is to get clear in your own mind about what your brand is and how you can express the benefits you bring—in compelling ways. The faster a new person understands the value you bring and they even feel good about what you offer, the more income you generate.
In few words: Sales is about helping the person imagine how his or her life massively improves with your product (or service) serving the person.
To have a tipping point in your business, you’ll probably need to take your brand and how you communicate with others to a higher level.
Your brand is, in a way, a clear promise of what you can do and how it will benefit the listener.
We’ll use the S.E.T. process:
S – story-focus
E – express through video
T – target
Have you brought your brand down to a set of stories that you can draw upon, depending on whom you’re talking with and the flow of the conversation?
If I’m talking with a business owner, I have certain stories to share. If the person is part of a company’s team, I have other stories to express.
I may respond to the other person’s comment with “I hear you. That sounds frustrating, that reminds me of …” That brings me into a story.
Stories work well when they connect with the other person’s pain or frustration.
A good story has:
- Seemingly unsolvable problem
- Ultimate Triumph, inspiring good feelings
It seems like a story might be complicated. Still, it can be simple. It could even be one sentence:
“Tom Marcoux coached me to get more done in 10 days than other coaches in 2 years.” – Brad Carlson, CEO, Mindstrong, LLC
Consider including some happy client’s quote in your story as the “big finish.”
Here’s another example:
“And that’s when my client, Sarah, said, ‘Wendy, I can always count on you to come up with a creative solution that saves me money.’”
What stories do you have that emphasize what you do well (that is part of your brand)?
- Express through video
One of my mentors said, “Many people try to hide. They want to use social media and use enewsletters and other devices. If you want a client, you need to talk to her.”
How can we talk to a lot of people?
Use a video.
Here is a 41 second video example (my video: “The Savvy CEO: Master of Media Appearances”):
In a brief video, you can connect quickly with the viewer. In the above video, I begin with “Imagine: You make the impact you want to make in the media,” and that provides a quick connection.
Make sure to provide the benefits that the prospective client will gain at the beginning of the video. Why? If the person doesn’t connect immediately with “what’s in it for me?” (the benefits), that person will stop watching. You need to give them a hook and capture their attention.
Here’s something you can use when meeting a new person at a networking event. When appropriate, ask this question: “Are you a business owner or do you work as part of a team?”
Now, you can tailor your next comment to what they do. A number of people have memorized an Elevator Speech which comes across as a commercial. (An Elevator Speech is supposed to be a brief paragraph about what you do. You express this paragraph in the short duration of an elevator-ride with a notable person.)
Another problem is: That commercial does NOT feel relevant to the person you’re talking to.
The solution is to ask a gentle question to ascertain what is important to that person.
A business owner has different concerns than another person who works as part of a team.
Customize your comments based on what the person tells you.
Better than that, prior to the event, write up a few responses. Be sure to rehearse your responses.
As I work with clients, I help them develop “IF – THEN Patterns.”
Here are examples:
- IF the person says, “I’ve owned my own business for three years”, THEN I say …
- IF the person says, “I’m part of the ______ team, THEN I say ….
Have at least three alternative responses per category.
In summary, remember:
S – story-focus
E – express through video
T – target
To move forward faster, make sure that your brand is clear in your own mind and then in your communication with people you meet. This is the path for you to open the floodgates of prosperity.
Spoken Word Strategist
YourBodySoulandProsperity.com (visitors from 98 countries)
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