The Best Tactic Ever Used on Me, and How it Drove Change

 

We try to communicate.   We all try to convince.   One way or another, we are all "marketing" something.   

 

It could be a product.   It could be a service.   It could be ourselves.   Somehow, someway -- each of us are trying to convince someone else, of something.  

 

"Hire me." 

 

"Buy from me." 

 

"Look at me." 

 

"Work with me." 

 

"Invest in me." 

 

There are many more.   MANY MORE.   But, it all boils down to trying to get a person to take an action, that helps and benefits YOU. 

 

"You're just like crosstown traffic
So hard to get through to you
Crosstown traffic
I don't need to run over you
Crosstown traffic
All you do is slow me down
And I'm tryin' to get on the other side of town"

 

Jimi Hendrix wrote those lyrics in 1967, from his song, "Crosstown Traffic."    The song is a metaphor about trying to get attention from a woman that he likes.   He is using the analogy of trying to "cross town" -- while describing how she is constantly putting up roadblocks, and traffic lights, to keep him from getting what he wants.  

 

It is a brilliant song, with a strong message.   The message is missed by many.....

 

"Andy, I know you have concerns about our service, and I do think your company is a good fit for our technology.   But, here is what I've done -- I have listed our 10 reason of WHY YOU SHOULD NOT WORK WTH US." 

 

I was floored.   

 

And then, he pulled out of his briefcase, a "Top Ten Reason List of Why Lotame Should NOT work with Company XXXXX." 

 

It was to say the least enteraining.   It was moving, and it got me to lean forward, and focus.   

 

As I read the TOP 10 REASONS LOTAME should not work with his company, (that he prepared)  they were really spot on, regarding my concerns.   It was LARGE FONT, of precisely the objections that I would have offered, as to why I could not work with him.   

 

In all honestly, they were typical, boilerplate objections that all the salespeople at his company hear daily, but -- HE JUST PRESENTED THEM TO ME in a style, in a relaxed manner -- that made him seem like the most confident sales person in the world.   Here was a guy that just gave me the "out" -- the very reason NOT to work with him......

 

In my mind I was saying, "Take my business -- we will of course work with you." 

 

And, then he got up.    Out of his bag, came a detailed 2 page breakdown of their answers to each objection he presented.   It was  HOME RUN TACTIC.  It worked.   Not only was I sold, I wanted to hire this guy. 

 

He was different.   His style was different.    His strategy was different.   He was my definition of a selling, "Change Agent."  

 

I asked our marketing team to prepare our version of Top 10 Reason Why a Prospect Should NOT work with us.    It is an exercise that EVERY SINGLE company (regardless of product or service, should prepare)  in their marketing arsenal.    

 

Every candidate looking for a job, should have this.   "Why you SHOULD NOT HIRE ME.." 

 

Every Sales Person Should Have, "Why you SHOULD NOT BUY FROM ME." 

 

Every Entrepreneur should have "Why you SHOULD NOT INVEST IN ME."  

 

Here our version.   I challenge you to come up with your version.  (personal or professional) 

 

Its is a different strategy.   

 

It won't work for all.   

 

But, in order to convince someone of something -- you might want to think about, "Changing up your game, and revolutionizing your message."   

 

It worked on me.    And, it will work FOR ME, as I market, sell, and convince others on our product.  

 

You Aint Gonna Learn What You Dont Want to Know.    

 

 

 

 

Comments

[Tom Madigan John Napolitano Mike Kuwala]

Good post. Remember me?

[Michaelpweaver]

This sounds familiar to me :)

http://www.iwillteachyoutoberich.com/blog/the-briefcase-technique-to-earn-thousands-of-dollars/

I do think it's an awesome approach!