You sell engagement – I don’t care and I don’t want to buy it.
I will never forget having a conversation with someone that really inspired me to write this blog. This is a sad tale of a good business and a good person that said the wrong thing too many times and lost their nerve, but there is a happy ending to this tale.
They were trying to sell ‘engagement’ and no one was buying but why?
I stand back, I think, I ask “but why would I want it?” ….Well it helps you to …. And the person proceeded to rattle off some great benefits of engagement – how it would allow the business to adapt dynamically, to change successfully, to get staff motivated and productivity increased and more.
So … what you’re talking about is how I can change my business? I ask innocently. How I can increase the flexibility of my business to adapt to a changing market? And how I can increase performance?
Now that I’d buy – it just goes to show it is not your belief, the value of what you do or how much effort you put in – it is about making it easy for your clients to understand the value of what you do.
Now think carefully – do you make it easy for your clients to buy what you do? Do you do it in your LinkedIn© company profile services and product descriptions too? If not perhaps we should talk …