Written by Sean McPheat |
“But Sean, my products and services are great. We’re the best by a mile so why don’t we get all of the business?”
It’s a question I get asked a lot!
Unfortunately, having a great product is not enough nowadays.
You still need to prospect in the right way – you can’t assume it’s coming to you!
We live in an attention age. Grabbing and keeping hold of attention is becoming more and more difficult.
Just think about what is competing for your attention?
Family, friends, work colleagues, emails, social media, sales people, marketers, news, to do lists, phone calls, social life – you name it!
We also live in an age where there is a lot of choice so the buyer has so many options to choose from.
With the help of the internet, entry to market is easier than ever before and there is always someone to undercut you!
So in an age where attention is scarce it’s those marketers and sales people that can stand out from the competition who can really grab the attention of your prospects and customers.
It’s not about being the best any longer (unfortunately) it’s about those who can grab and then continually demand the attention of those you want to sell to.
If only it was as easy as the old AIDA formula!
The issue with this is that you’re assuming it’s easy to grab the attention of someone when in reality it’s the most difficult thing going!
In fact you need to reverse this to even grab someone’s attention in the first place, like this:
So you need to take ACTION!
You need to do something different to stand out from the rest. This will create a curiosity and an interest and only then do you have the ATTENTION of someone.
Of course it’s great when you can combine innovative prospecting and marketing coupled with a great product too but the fact that you can outwit a big brand in a competitive marketplace just by being different levels the playing field completely!
Originally published: 5 March, 2014