I Understand

That’s the most important phrase in sales. Not “I’m great,” not “look at this great thing I have.” We’ve all been on the other end of those sales calls. They’re egocentric, desperate, and disingenuous. Worse, they sound irrelevant. They reflect no sensitivity to our needs, so we find it easy to tune them out.

Here’s a different approach: removing “selling” from your vocabulary. Instead, think of sales calls and marketing materials as an opportunity to help — to listen, start a conversation, make a connection, learn something.  Treat your next interview as a chance to understand what a department (or company) needs.  Then figure out how you can help (or if you can’t, help figure out who can).

This works for video marketing, as well as two-way conversations. It’s all in your attitude. Do you spend three minutes pushing product, discussing your history, and proving that you’re the industry leader? Or do you spend the time showing the audience a mirror image of themselves, only better? The latter reflects a deeper understanding of your prospect, and it’s a far more effective “sales” tactic. Just don’t call it that.

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