Shift the spotlight from you and your company!

By Anders Björklund

Shift the spotlight from you and your company!

Believe it or not, many companies start most meetings by presenting themselves and their company! Do you know how many times you have seen a typical company presentation? Would they let you into the room if they didn't already know who you were?

Sales encounters often commence with lengthy soliloquies about 'our company and me', usually consisting of a tediously uninspiring company introduction filled with forgettable 'fluff messages' and clichéd corporate jargon. Disinterested prospects resort to their devices, feigning note-taking while, in truth, they're zoning out to browse their emails.

These engagements usually culminate with the sales representative posing their first inquiry, often a thinly veiled 'So, what could the next step be?'.

Notably, apart from a few exceptions, most salespeople would only gain entry to the meeting room with potential clients being aware of their identity and the potential value they can provide.

Consider the following

People's attention spans, ranging from 2.8 to 8 seconds, are significantly limited. Time is a commodity most people lack. The ability to conduct a quick Google search is within everyone's grasp. People desire interactions with knowledgeable individuals who can provide solutions. Today's buyers are better equipped with information than ever — nearly 2/3 conduct research on your company before making contact. Most products and services are readily available and thus have become commodities.

People's expectations, habits, needs, and behaviours have evolved. However, many salespeople persistently employ outdated presentation methods reminiscent of when fax machines and dial-up modems were considered cutting-edge technology. These tools still exist today, but their use will undermine your credibility.

While businesses may allocate resources to equip their sales teams with the latest selling tools, a better investment would likely involve training them in online and digital prospecting. It's surprising how only some companies equip their sales force with the necessary skills, mindset, and tools to appeal to and resonate with the right individuals online- their potential future customers.

In conclusion

Regardless of the superiority of your products or services, you'll find yourself at a substantial competitive disadvantage if you cling to presentation tactics and abilities developed before the advent of 'smartphones'.

So, I ask you to shift the focus away from your company and yourself and align it more with your clients' perspective!

And please stop talking about your company and yourself and focus on being them! 

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The article was updated on November 18, 2021

Anders Björklund
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about how to think about onlinification and digitalisation in B2B.
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