Client LoginRecently I was building a sales pitch for a corporate client where one of the important concepts was “Visibility is critical to your business.” The team brainstormed a bit on how to convince audiences of this idea through a powerful illustration. It was fun, and we came up with various possible analogies involving magnifying glasses or foggy days […]
Where Cute meets Incomprehensible – The Hidden Perils of Insider Language
I just landed in the U.S., flying back from Edinburgh, Scotland. There’s not a whole lot to do in the baggage claim area at the Newark airport, and maybe that’s why a sign caught my eye. It was a poster reminding visitors not to use unlicensed cabs. Quite an important message, delivered simply via a […]
How Much… or How Memorable?
My first job after graduating from college was in sales. This was in the early 90’s, so it was a few years before I was introduced to PowerPoint presentations… but I eventually succumbed to the siren song and was guilty of crushing the souls of customers and prospects with bulleted PowerPoint decks. But along the […]
20 Questions to Answer Before You Craft Any Message
We think we know everything we need to start crafting a message or pitch. But the obvious questions — who are you talking to, what’s the topic, etc. — aren’t the only ones. To really connect with a customer or audience, we need to know much more about them, what they already know, and what […]
The Hidden Genius of PuppyMonkeyBaby… Or, Why Entertainment Doesn’t Equal Effectiveness
Do you have to like something for it to be effective? Here’s why I ask: Even though Super Bowl 50 is behind us, somehow #PuppyMonkeyBaby – Mountain Dew’s contribution to this year’s Super Bowl advertising – lives on. Love it or hate it (and most people hated it), it was by far the most talked-about commercial […]
The Key to Getting Someone to Make a Decision
Think about how often you have an important request of someone – that they buy your product, change their position on an issue, support an initiative, etc. And you make a thorough, reasoned, logical argument, well supported by compelling facts and data – and this person nods and smiles the whole time…but doesn’t do what you […]
Public (Speaking) Enemy #1: “The Cognitive Miser”
Perhaps you’ve met this person: Jumps to conclusions Doesn’t listen Talks over other people Puts everything in the context of “Oh, I’ve heard/seen/done this before.” “Tunes out” quickly – has difficulty paying attention Thinks they already know everything Doesn’t “get” concepts or ideas that seem simple to you If you’re trying to drive a change […]
Why your sales kickoff sucks…and how to stop it sucking next year
It’s that time of year…Sales kickoff (SKO) season. All over the country, in premier resort cities, companies are sinking mind-boggling quantities of time and expense to gather their sales forces – hoping to wind them up like clockwork toys, ready to explode on their new sales year. The problem? Most SKO’s suck, and many times […]
Product Pitch or Solution Sale: Are You Setting the Sales Force Up for Success or Failure?
If your company has a sales force, maybe you’ve said this to yourself: “Our salespeople aren’t solution selling, they tend to make everything a product pitch.” It always seems that salespeople get blamed for pitching products, which at first glance makes sense. After all, they’re the people in front of the customer. But should all […]
Killing Three Birds With One Stone
In our workshop, we teach that if you understand and align with how the human brain processes information, you can vastly improve the effectiveness of your communications and the engagement of your audience. Typically when I teach this, I offer 3 different ways to build audience engagement. But I read something recently that beautifully pulled together […]
