“What do you do?” It’s a simple question that drives business professionals to a complex series of responses that often include information like title, job-description, products, services, maybe even location. Given the chance to introduce ourselves and our businesses, we slip into a sales-trance and begin reciting a pitch.
Problem: people don’t really care what we do. They ask to be polite, or proper, or because they figure listening to you drone on is less painful than awkward silence or mindless small-talk. But rest assured, when we start selling, they start wishing they’d asked about the weather. Why? Because while everybody likes buying stuff, nobody likes being sold. And in a world filled with sales pitches, people have become very skilled at recognizing them and ignoring them.
Thanks to modern technology, it’s never been easier to be heard…never been harder to be listened to. Getting people to buy your product begins with getting people to buy into your purpose. It’s time to stop trying to convince, and start striving to connect. It’s time to focus less on features & benefits and more on effect & impact. It’s time to worry less about how to impress, and more about how to engage. If you want to say something people will listen to, respond to, and share, it’s time to ditch the pitch.