The one upper. The conversation monopolizer. The spotlight seeker. No, these are not characters from long-forgotten Seinfeld episodes. Unfortunately, they are those friends and acquaintances we all have that look for more attention or attempt to steer any discussion back to them. It’s kind of like that old joke: “Enough about me. Let’s talk about you. What do you think of me?”
I’m only guessing, but it seems like this kind of behavior is based on insecurity or simply a lack of confidence. Instead of trusting that the discussion will offer the normal give and take – like a tennis match – these people feel the need to force the conversation to focus on them. Unsolicited, they will tell you how great their career is, how wonderful their children are, or their latest “significant” achievement. Let the eye-rolling begin.
Now for a hard question: Could your content be creating the same reaction? In other words, does your content focus too much on you – your organization, your product line, or any other reason why you think you’re the best?
If so, you could be inadvertently sending the wrong message to your buyers and missing a significant opportunity to engage them more effectively.
Communicate the Value
Worse, this disconnect is happening more than you think. For proof, consider the fact that today, more than 60% of buyers are disengaging from sales teams because the sales rep didn’t present the value or really understand the buyer’s business challenge.
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Habit #4 Article: “Promote the Value, Promote the Value of Your Content: http://bit.ly/1OmiZeP
At first glance, it may be tempting to assume this is an example of salespeople not doing their job effectively. Instead, take the message to heart and take a good, hard look at your content to see if it could be doing the same thing.
For example, does your content focus too much on your latest product feature, capability, or release? Worse, does it present this information in a way that does not communicate the benefit and value to the prospect? Remember, if we don’t like this kind of behavior in a social setting, we (as potential buyers) definitely won’t enjoy it as we attempt to learn about your company and offering.
It is true that this information is important, and potential buyers need it to make informed decisions. It’s about context, or making sure you clearly communicate what your prospect stands to gain. It could be describing a solution to a problem they haven’t addressed yet, or creating the perception that your solution will help them achieve a benefit they can’t get anywhere else.
The specific language will always be different, but the important takeaway is that you have to develop content that puts yourself in your prospect’s shoes and communicates why they should care. Only then will they want to hear what you have to offer.
Additional content best practices
Interested in learning additional strategies for improving sales content? Check out our whitepaper, Seven Habits for Highly Effective Sales Content, for a closer look at six other content best practices.