“Gain Attention” ¬†Some form of that phrase is included in literally every sales process I’ve ever seen. ¬†It’s usually the first stage, picking up where the marketing function’s “Identify¬†Prospect” effort leaves off. ¬†And it makes a ton of sense.¬† I must first get on the prospect’s radar screen to have a chance at making the sale.
That said, I’m officially announcing my campaign to eliminate “Gain Attention” from ALL sales processes.
“Gain attention” has become way too easy. ¬†Internet tools and Google have made it absurdly simple for your weakest, dumbest competitor to become highly visible. ¬†The dumb weakling can stick with his sub-standard product/service, invest big time in some propeller-head SEO whiz, and consistently “Gain Attention” with savvy, sophisticated use of social media. ¬†Good old “GA”¬†is simply not good enough any more.
The new sales process stage I suggest is “Gain Mind-Share.” Mind-Share¬†is not a sudden blip on the customer’s radar screen. ¬† Mind-Share is a habit. ¬†It’s way different than attention. ¬† Attention is fleeting. ¬†Attention is a one-off, one-time stroke of luck. Mind-Share on the other hand, is a firm, lasting presence in the customer’s brain. ¬†It’s something generated by repetitive, consistent delivery of a stream of valuable intelligence.
Gaining¬†Mind-Share is freakin’ hard!
It takes top-shelf marketing content, based on top-shelf products and services and top-shelf customer support, all coordinated to solve customer problems and/or help customers exploit opportunities. ¬† It requires a robust digital presence (an e-Rep) that clearly, concisely and simply communicates all of the above.
But hardly anybody even has a rudimentary e-Rep. ¬†Hmmmmm… ¬†Sounds like a source of competitive advantage to me.