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  • Writer's pictureSteve Johnson

CEO Sales Unboxed #002 - Right Message, Right Person, Right Time Part 1



1) Lesson Learned

 

I just made the rookie newsletter error.

 

I wrote about 40% of this section with the Wix newsletter editor, made a mistake and hit the un-do button which “un-did” everything I’d written.

 

The un-un-do button was no help getting it back. Nothing is saved until one exits out of the text frame.

 

This means you probably got a better rewrite!

 

Takeaway #1: Don’t be like me. Save often.

 

Takeaway #2: Be like me. Now I write drafts in Google Docs. They save as you go . . .

 

2) The Concept: Right Message, Right Person, Right Time: 1 of 3

 

Getting someone to take a first call with you or respond to your next call in the sales process boils down to capturing and keeping their attention.

 

In the sales context, how do you do this?

 

You deliver the Right Message, (covered in this email), to the right person (next week’s issue) at the right time (#004)

 

What is the right message?

 

The right message does two things:

 

1-It clearly calls out that you understand one of their top 3-5 business problems or issues for b2b, or personal issues, for b2c. It could be an issue they are aware of, or should be aware of but aren’t paying attention to (more on this in issue #004, specifically about making it the right time).

 

2-It provides believable hope that, in the future, the problem will no longer be theirs. The problem could be resolved, fixed, moved, done-for-them or made irrelevant.

 

My rubric for this is to think about your ideal prospect and ask yourself, "What are the top 3-5 issues they would be sitting at their desk at 7:00pm on a Friday night dealing with when they would rather be anywhere else?"

 

Then ask, "What’s the email message that would cause them to call you?"

 

When the hope for one of your top sources of pain appears, you pay attention. 

 

And if it's a reasonable hope, you schedule the call.

 

2.1) The Example

 

Stripe vs Square: A Mini-Case Study

 

Strip is a simple payment processor.

 

Square is a payment processor and Point-of-Sale hardware provider.

 

The Stripe Message: "Millions of companies of all sizes use Stripe online and in person to accept payments, send payouts, automate financial processes, and ultimately grow revenue."

 

The Square Message: "Work smarter, automate for efficiency, and open up new revenue streams on the software and hardware platform millions of businesses trust."

 

Advantage to Stripe: They solve the big problems of getting paid + getting paid more. The message is believable because it's clear that they understand my specific problems as a business owner or CFO.

 

2.2) Start Doing This

 

Be specific in your messaging and position about your prospect's problems and why they should have hope that you can help them solve them.

 

2.3) Stop Doing This

 

Don’t tell them what you do or how you’ll solve their problem.

 

3) Resources & Your Questions

 

What topics do you think we should unpack here?

 

What questions do you want answered? Share them and we'll answer them in future issues. 

 

Office hours are coming soon. Until then, if you have questions about how to apply this concept, send me a email or let's schedule a quick call.

 

4) Parting Thought

 

“. . . you need to get potential customers thinking about how your product is going to enhance their lives.” Michael Masterson, from his book, Ready, Fire, Aim, page 94.


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