Inconceivable - I Do Not Think It Means What You Think It Means

Do your prospects understand what you mean?

I am not talking about using acronyms or techy lingo, although Microsoft Dynamics partners are notorious for that too. My question is, are you sure that your prospects understand the meaning of your words the same way you do?

I found out I was doing it wrong.

In my marketing materials and in conversations with prospects I often proudly tell them that “CAL Business Solutions works with over 300 clients in 26 states.” Sounds impressive, right?

Not to a prospect.

A prospect recently said to me, “If you have 300 clients are you sure that you have enough time to work with me?” I assured him we did. Then a second prospect expressed the same type of concern: “It sounds like your company is too large for our needs, we need personal attention.”

Now I realized there was something wrong with my message.

In my mind, saying that we had more than 300 customers was a proof point that we know what we are doing. We have experience. In other words, “This is not our first rodeo.”

But the prospects heard a different message. “If you have 300 clients and 27 team members you won’t have enough time to give me the attention I deserve.” More did not equal better.

I need to change my message to express my real point.

For example I can say instead, “CAL Business Solutions has successfully implemented Microsoft Dynamics GP more than 300 times for local and national companies.”

My advice is to take a look at your messaging, not through your own eyes but through the eyes of your prospects. What objections could come to their mind? How could it be understood differently?

The best way to do this is to talk to prospects, ask questions, and listen to their responses. And be humble enough to change your message so that everyone understands what you mean. (Even if it already seems so obvious to you).

By Anya Ciecierski, Collaboration Works Marketing

Twitter: @AnyaCWMKTG