The dominant communication strategy for professional networks is broken. Most companies produce bland, unspecific content that fails to create excitement or articulate value because they mistakenly believe professionalism requires sterile, feature-focused messaging. The data, however, reveals that authentic personality and a strong point of view are the actual drivers of engagement and influence.
In addition, your customers don't buy features. They buy the emotions that come with your product or service's purchase.
This requires delivering substantive insight and vision and then packaging them with humor and personality to open the hearts and minds of your customers and prospects. While this sounds simple, the number of organizations capable of executing this blend of substance and style is critically low. And if that's true in your case, or you just feel like something is missing from your messaging, I would love to have that conversation with you.
Most recently, I spent a decade inside one of the least glamorous industries in America, funeral home preneed sales, building the kind of infrastructure most organizations outsource to agencies and hope for the best. Lead generation systems powered by paid social. CRM and follow-up architecture. Seminar programs. Sales copy that gets opened and acted on. And an accountability layer that closes the gap between generating interest and converting it.
The deathcare industry was my most recent laboratory. I have extensive sales and marketing experience across a variety of contexts, including my own companies. The industry changes. The capability doesn't.
The best salespeople possess a level of emotional intelligence that others do not. It allows them to read the room, the prospect, and the deal in a way that lets them more carefully and systematically create better deals and for larger amounts than the average person who makes the attempt. They diagnose before they prescribe, which means they are listening a lot more and talking a lot less than their buyers, creating the space their buyer desires to come toward your company and buy your stuff. They build relationships where the relationship itself becomes the product. They deliver real substance in a way that opens minds and occasionally makes people laugh. And they do it through a system that doesn't fall apart when they take a day off.
That's not a job description. That's a point of view. And a point of view is what the market is starving for right now.