Imagine for a moment, that you are looking out at a hoard of your customers in an actual or virtual audience and that each and every one of them is wearing a hat.
And, on each and every hat, are the words "so what?"
Essentially, that’s what they’re thinking when you are talking, sending them an e-mail, inviting them to your website, sharing an eNewsletter, mailing them a brochure or presenting them with an advertisement.
They want to know what’s in it for them. If you can’t tell them, you are out! You are out of consideration. You are out of their trusted information resource database. You are out of their purchase plans. You are being tossed right out of the game.
My thanks to the late Dave Hagenbuck, sales trainer extraordinaire for this metaphor. He was teaching us about effective sales presentations in a pre-Internet era. But, his metaphor and his advice applies just as much, if not more today.
If you are ready with customer-centric answers to the unspoken ‘So what?’, you’ll be in good shape whenever and however you connect with your customers.