In the technological age, our devices have started to try and think for us. Most people have fallen victim to the perils of AutoCorrect, from a mildly-humorous word replacement to panic-inducing change of sentence. When you are not directly voicing your meaning face-to-face, there is a real risk that your meaning will be lost in translation.
If your message is intended to be passed on, the danger doubles. Without absolute clarity, the power or even the content of your message can be easily lost. For salespeople, this is often an overlooked element of the sale. Focusing on the person you are speaking to is essential, but if that person needs to extol the benefits of your offering to the decision makers, you might be in trouble.
Achieving universal buy-in requires a message that covers all bases; from how your offering will transform talent management for HR to where it will increase profit for the CEO. It may seem like a tall order, but according to Bernice McCarthy, it’s just a matter of appealing to way individuals prefer to communicate. Luckily there are only four types when working with McCarthy’s model, known as 4Mat.
The pitch that does it all
Knowing how to read the signs to identify which type you are dealing with is a great way of making one-to-one interactions more successful but composing your offering to cover all elements is the best way to go universal. Combining your Sales Value Proposition with a description of your offering that covers the four areas will give you a recipe for even greater success. Just remember the order to put them in…
- For clients who need to know why they are doing something before they begin to master it.
- Your proposition needs to begin by outlining why your service is useful for your client specifically, and why they should choose your company.
- Some clients make decisions based on the type of service you can offer, which means a complete understanding of what it is.
- It’s a simple factor, but one that is often missed. Including an overview of your product can capture those who were not convinced by your differentiation.
- These are the people who need to know every detail before we can even contemplate buying.
- Managing the balancing act between telling your prospect what they need to know about your offering and not overloading them with information will ensure that the detail-focused people are catered for.
- This is where you answer the big question; what will happen if the prospect chooses you?
- This is very much up to you and your individual offering. Be sure to cover all of the benefits that choosing you will bring, such as; how much can you increase their profit, what will it mean for their talent management decisions or how can you prove ROI?
It might not be possible to be all things to all people, but constructing the prefect proposition is. As long as the content of your pitch includes effective, relevant information for each of the four communication types, it has a greater chance of retaining its power when it is passed on to the next person. Just be sure to spellcheck.
By Catherine Luff, Silent Edge