I stumbled across this post from JustSell on the “8 objections” to buying whatever it is you are selling. There is an interesting correlation between how well your business story “sells” and these common objections.
First, do you know when people are “objecting” to your story? Listening is the first thing to do when you begin to speak. Simple cues like eyes glazing over or darting around the room, fidgeting, and attempts to “escape” are all clues you’ve either hit them at the wrong time or what you are saying is not resonating. If you are giving a presentation, do you even notice these things?
Secondly, I’ll address one of the objections from the Just Sell article: Lack of perceived value in the product or service.
In Four Leaf’s formula for a powerful message, we talk about messaging being “compelling” (in addition to being differentiating and appropriate or truthful). If your audience isn’t riveted to your story you are 1) either telling your story to the wrong audience or 2) you aren’t focusing on what engages them. If they aren’t engaged, they won’t see the relevance and certainly won’t ascertain the value you hold for them.
In today’s world of storytelling and messaging you will need to tell them what they need, up front. No longer can you hide behind the curtain of “buy my services and products and then I’ll give you the answer you are seeking.” Rather, in today’s pay-it-forward market you will need to at least give them a taste of what they will get from you. You cannot prove value otherwise today.
A long list of credentials, past client successes and case studies are terrific. But, they aren’t the only thing that will “sell” your story. You need to give away some samples to get them to buy.
Last week I blogged about TED talks. They are terrific presentations to model around being compelling and getting across value. Notice how often they give you answers. Notice how often they are compelling. Notice how often they hold real value.