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“You have no right to go before a public without an adequate technique. You have to have speech, and it's a cultivated speech.” Martha Graham, pioneer of modern dance
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“You have no right to go before a public without an adequate technique. You have to have speech, and it's a cultivated speech.” Martha Graham, pioneer of modern dance
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Whether selling or buying, it pays to be aware of the emotional states within the sales process. In addition to a technical and a business win, the exchange of value necessarily both heightens and offers to resolve certain emotions depending on the vendor and the customer.
Breaking through resistance with a prospective client, in order to speak into the solution space for their problems, requires four pieces:
These aspects are key to how (and why) we practice consultative, complex, or solution sales for our professional expertise. And frankly, we either choose to solve for beneficial emotional states or we risk persistent frustration for ourselves and our audience. We believe designed information products change system-wide outcomes. This is because while Life write large is complex, people simply respond to information. We only have to model the people (including ourselves) and design the messages based on known styles of response and desired feeling endstates. Maintaining a positive emotional journey around the value provided is a great competitive advantage. It can be built by clear communication from the inside out. Conversely, without clear communication there is no clear thinking—and that's exactly why our customers are primed to journey from frustration to satisfaction. When customers empathize with us and resonate with the journey we describe, they understand that we can help them enact a similar story—one that empowers them. The model starts within. Designing the message (to) ourselves is the most critical work because once we've sold the toughest audience, we've equipped ourselves to understand, at a visceral level, why people buy. At McMath Solutions, we approach our Offer Development & Capture practice as the building of an information architecture to integrate emotional, technical, and business messaging. We can help you grow your capabilities and tackle bigger challenges by showing you how to present the value of your expertise. To tell us more about your goals, and to discover how McMath Solutions can help you Make your Market, contact us today to schedule a strategy call.
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As a businessperson, you’ve taken the obligation to stand before someone who has their own goals and needs, and to assure them that you can help bridge the gap between present and future. You desire to bring something real to bear both on the gap itself and on the customer’s understanding of it—nothing hidden behind cliché or sophistry. We know you take the promise to maximize customers’ time and money as seriously as we do. That’s why we treat thought leadership as another means to earn the trust your dreams will place in us.
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Make Your Market Today!
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