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What make a consumer buy? This the core question of any business….and everything is business. Don’t mistake that. You are always selling something. Maybe you are selling attendance to an event, or a line of sweaters, or tax advice or yourself to get a new job. No matter what you are always selling.
So the major question of every endeavor becomes…..what makes a person buy?
The answer is quite simple and complicated at the same time. People buy a good story.
As humans we are all connected to our emotions, so more, some less. But all connected none the less. When we tell an effective story, one that combines our passion, our product, our beliefs, our struggle and our success…our listeners become engaged. They want to know more and they want to participate.
The greatest teachers I have ever had were great storytellers. The were able to wrap wisdom and learning into a great fable that answered the “Why’s” and “How’s”. I would also say the same of the greatest sales professionals I have ever met….and the greatest entrepreneurs.
Take a moment and think of Steve Jobs. He is responsible for selling the story of Apple. He has the most fanatical users and has established his company as an innovator by telling a story of the triumph of design. He is known as being ruthless on design specific details. His keynotes are riddled with references to poor design and it’s even prevalent in the uber-famous “Mac vs, PC” commercials.
His story is consistent and engaging. It speaks to a niche population but invites in anyone who may be listening with a small amount of interest. Mostly though, the story is authentically Steve Jobs. Some will argue that the story then will die with Steve Jobs. I challenge that it is too soon to see where the story will lead.
When you choose to root your business strategies in the art of storytelling, you are opening your business to be flexible and to grow. A traditional fable takes twists and turns, embraces new characters and takes on new risks. But it also has a core set of values. These are what guide the customer through the transition of characters and ultimately drive the engagement with the product.
In this day and age, a business cannot be nameless and faceless. Consumers are demanding that “Oz” be revealed. Let the world see that you are behind the business. Let them understand and relate to you as a person. Share your successes, failures, dreams and accolades. Your story is the story of your business.
Here are 3 steps to crafting and sharing your story.
1. Determine your core values – What do you and your business stand for? Many a motivational and business speaker have discussed virtues of having defined values. They were right. I’ll also say that these values should be realistic and able to be upheld. Identify 3 strong values that your customers can count on receiving each and every time they interact with your product. From “Fun” to “Honesty”, take the time to Identify and Define these.
2. Define where and how you communicate – Really these two are at the core of all marketing plans and should be at the core of your business strategy. If you don’t have a pre-determiend path you’ll spend all your time looking for the right path. Forget “right” for now and focus on movement. Will you reach your customers via Social Media, print ads, Radio, direct mail, phone call, horse and buggy, lighting of lamps….you get the point. Figure out where you want to put your focus and then start applying your values to that message. Think “soft sell” in this part and leave the hard sell to the so called advertising professionals.
3. Listen to the story you are telling – Too many business owners and professional marketers get caught up int he details of what they are trying to share. do yourself a favor, go find a six year old and ask them if they understand what you are saying. If they get it and are excited by it, your on the right track…if not, time to re-evaluate. Keep it simple and focus on the big picture. What gets people excited about your product? What builds engagement? These will lead to the deeper questions down the road.
Your ability to tell a great story will have a profound impact on your business if you take the time to build it. These tips and this concept is not a simple “How To”. This a concept and mind set that you must adopt….for the long term.
Happy Hustlin!
“Never follow someone else’s path… unless you’re in the woods and you’re lost and you see a path then by all means you should follow that.”
Ellen DeGeneres (1958 – )
American comedian and actor
All great entrepreneurs and BizDev Mavericks have a strong vision and generally are very adept at blazing trails towards new styles, skills and general ways of doing things. Occasionally, even the best of us get a little lost or need some help getting kickstarted.
It’s a general flaw of the A-type that we do not like to ask for help. Major flaw I should say. There is nothing wrong with reaching out to someone who knows more than you do or looking for help from those who have been down a similar road in the past. Their ideas are often the greatest catalyst towards forward movement.
I will be so bold as to also share that every person needs a coach of some sort. Someone who can provide an objective opinion or be there to help you think an idea through.
No one wins alone, there is always a team for support and a compass to lead you in the general direction. What you do with those resources is up to you.
“The fishermen know that the sea is dangerous and the storm terrible, but they have never found those dangers sufficient reason for remaining ashore.” Vincent van Gogh (1853–1890) Dutch painter
Any sales person can sell price. A good sales person knows how to sell experience. If this market has re-affirmed any of my beliefs, it is the belief that those who have the means will always continue to buy the things they like.
Many of you will immediately think I am speaking about those with extreme wealth.
I’ll argue that it goes a few steps further and applies to everyone. All consumers will continue to buy within their means…your job is to find the consumer with the means to buy your product. Yes the competition is greater, the market tighter and the focus on value more extreme than ever before. These are the elements of your storm. Suck it up, face the facts and get over it so you can get back to selling your product and developing your business. It is time for you to re-define your existence and prepare for the future.
Re-define your customer. Most likely they have changed over the past year. Even if they are the same person, it is likely that their needs, and the psychology behind their buying decisions has changed. Are you selling to those points or continuing to use your old tired sales pitch that you used over the last 3-5 years when the market was good.
Re-define your strategy. You should have done this a long time ago. Unfortunately most sales people have not. Why are you selling and prospecting with old methods. Are you utilizing digital and social media? Why Not? Re-focus on the mediums that help you stand out….even if you do believe they are a short lived novelty. The beauty of this exercise is that you not only reach out to new markets, but you learn something in the process.
Re-define your goal. What are your key performance indicators? What does success look like for you? What will you celebrate? The reality is that the market has changed. Are you still measuring yourself against old criteria? Make sure you are setting yourself up for physical, psychological and financial success.
Happy Hustling!
CORE Business Development 