“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.