Mind Share; the percentage of a person’s brain cycles dedicated to some topic. For a sales professional, it’s the percentage of a customer’s brain cycles focused on the value your products/services can provide.
The higher your mind share gets, the more you sell.
Now an intriguing question… ¬†Is your average mind share per decision maker greater than, less than or equal to that of the average rep? ¬†Getting the answer to that question is a heck of a challenge, but having way above average mind share means way above average sales achievement.¬† So how can you begin to get a handle on it?
Start with a rough cut for your 10 most important contacts. ¬†(Use this tool.)¬† Estimate the number of minutes each contact invests per year in:
- Meeting with you face-to-face
- Talking to you on the telephone
- Reading text written by you¬†(Things like E-mail, Proposals, Blog posts, Other…¬† Assume for now that people read about 250 words per minute)
- Reading text written by others about the value you can deliver (Brochures, Catalogs, White Papers, Articles, Case Studies, Blog Posts, Other)
- Listening to a live presentation¬†about the value you can deliver
- Listening to a podcast¬†about the value you can deliver
- Watching a video¬†about the value you can deliver
Add up all those minutes, then divide by 525,600 minutes per year. ¬†Actually make that 527,040 since it’s a leap year. ¬†(Just kidding…). Multiply the result by 100,000¬†to make it an easier number to think about; let’s call it the “Mind Share Index.”
What do you think of your answers?¬† How do your good customers compare to your not-so-good customers? ¬†To your prospects? ¬†How high does the index need to get before somebody buys? ¬†What’s the most effective way to boost the index? ¬†What’s the most efficient way to boost the index?
I’ll answer those last two questions for you. ¬†Get ‘em reading more blog posts, listening to more podcasts and watching more videos. ¬†Did I say, “e-Rep?”