A lever is \u201can inducing or compelling force.\u201d\u00a0 Selling in a down economy is best handled through the use of levers.\u00a0 I recently discovered a lever with a material that has certain properties and uses that are not offered by the market leader in this space.\u00a0 The market leader has such a dominant position that most prospects are unaware of the alternate option.\u00a0 In talking to customers and prospects, the lever became quite obvious.<\/p>\n
Of course, discovering a lever is one thing, defining it within the marketplace is another.\u00a0 The work that now must occur is to translate the lever into the prospect\u2019s world.\u00a0 Brevity is key.\u00a0 Real-world application is needed.\u00a0 Solution-based, problem-solving, market-expanding wording is the template.<\/p>\n
Once the translation is complete, it is time to test it with cold prospects to see if it snaps them out of their dismissive state.\u00a0 The bar here is low \u2013 I simply want them to do a double take.\u00a0 What is this?\u00a0 How do they do that?\u00a0 Could we use it?\u00a0 Simple, straight-forward intrigue is the target.\u00a0 From there, it is up to the salesperson to qualify the prospect for fit.<\/p>\n
Levers work well in any economy, but I think they are heightened in this economy.\u00a0 Features\/benefits are nice for marketing, but you\u2019ll get run over like a speed bump attempting to sell that way in this economy.\u00a0 Money is tight so the best way to shorten the sales cycle is to couch the discussion completely in the prospect\u2019s world.\u00a0 Don\u2019t make them<\/em> translate your solution.\u00a0 Find the lever and define it in their world by their terms.<\/p>\n","protected":false},"excerpt":{"rendered":" A lever is \u201can inducing or compelling force.\u201d\u00a0 Selling in a down economy is best handled through the use of levers.\u00a0 I recently discovered a lever with a material that has certain properties and uses that are not offered by the market leader in this space.\u00a0 The market leader has such a dominant position that most prospects are unaware of the alternate option.\u00a0 In talking to customers and prospects, the lever became quite obvious. Of course, discovering a lever is one thing, defining it within the marketplace is another.\u00a0 The work that now must occur is to translate the lever into the prospect\u2019s world.\u00a0 Brevity is key.\u00a0 Real-world application is… Read More<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"bgseo_title":"","bgseo_description":"","bgseo_robots_index":"","bgseo_robots_follow":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[4,9],"tags":[212,267,1182,142,1185,1184,1183],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/s5Oho-levers","jetpack-related-posts":[],"_links":{"self":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts\/1879"}],"collection":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/comments?post=1879"}],"version-history":[{"count":1,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts\/1879\/revisions"}],"predecessor-version":[{"id":1880,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts\/1879\/revisions\/1880"}],"wp:attachment":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/media?parent=1879"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/categories?post=1879"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/tags?post=1879"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}