Not Making the Short List? Look for Chinks in Your Armor.
Nobody ever tells you when you don’t make the short list. They just disappear adding insult to injury.
In this week’s Moment of Clarity I share how chinks in your perception armor can cost you deals.
I hate buying stuff. It’s like I have to be some kind of Sherlock Holmes to buy a product or service without being disappointed.
Sometimes it’s easy to eliminate the jokers – they show up unprepared, don’t listen, and generally talk their way out of a sale.
Others are not so easy to vet. They say the right things, offer up gleaming case studies, have good sales skills, polished shoes, nice web sites…
How am I to really know if they are for real?
Most business buyers experience similar uncertainty when making decisions to buy. They use a process of elimination – evaluating available information and using their intuition to determine who makes the short list and who doesn’t.
Remember, it’s all about perception at this stage. Prospects take everything you say with a grain of salt – they expect you to have a decent web site, speak in coherent sentences and play up your strengths.
But make no mistake, buyers feel risk when making decisions. And if you register too high on their Risk ‘O Meter – you don’t make the short list.
What they are really looking for is what I call “chinks in the armor”.
These are tell-tale gaps in your approach that send the message “Warning Will Robinson!” and just might knock you out of the running.
Let me give you some examples.
Let’s say you have great sales people and a growing base of customers, but your marketing materials all look different and were filled with grammatical errors and poorly written copy.
That’s a clue for the discriminating prospect.
Or you are using a blurry cell phone photo for your LinkedIn profile.
Or your graphics and presentations were designed by your lead engineer. Or your message is inconsistent.
Sales and marketing is a game of gaining incremental edges over competition. The smallest things can defeat you if you aren’t paying attention.
And I assure you, your prospects are paying very close attention.