$ales & Lead$: Just because its complicated, doesn't mean it's not simple

$ales & Lead$: Just because its complicated, doesn't mean it's not simple

Confusion does not equal a sale.  

Yet, we often over-complicate what we do as a way to stack value for the customer; in hopes that the customer will be so dazzled with our brilliance that they become a customer.

Salespeople call this feature dumping or word vomit and Marketers call this poor messaging.

But at the end of the day, it's a lack of clarity concerning how we help our customers.

Customers want to know FOUR things:

  • Can you get me to my Dream Outcome?
  • What is the Likelihood  I Achieve it?
  • How much time is this going to take?
  • And how much effort & Sacrifice is this going to require?

Value is simply a function of solving those four inputs.

Ask these questions in order to distill your message:

  • What is my customer's current problem and our solution?
  • What is my guarantee and social proof that gives our offer teeth & instills customer confidence that we are in it with them?
  • How can we make this as fast as humanly possible?
  • How can we reduce the friction & burden on the customer?  
Otherwise, in the absence of value (confusion) everything feels expensive.

When a customer becomes confused, they resort to the lowest common denominator - PRICE!



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