The Content

C – Selling (part 2) for customer meetings and presentations.

The first C in this series was about the Customer. Clearly understand the customer and every person and dynamic of the decision they’ll make as a result of the meeting. The second C of three is the Content. The “what should we say” part of planning for an upcoming meeting or presentation.

C – Worthy – The Second C is Content

The selling team is responsible for making the time together valuable and memorable for the customer. These tips will help you draft your Content.

• Organize the customer journey (called a sales pitch, sales presentation or sales meeting) with an open, a body and a close.
• Draw the customer in with a story, quote, activity or question.
• The brain remembers in 3’s so when possible, offer the customer 3 points.
• Engage the whole brain by using a mix of data, images, questions, story, statistics, props and more.
• Use a combination of logical and emotional content.
• Keep your content conversational while still having purpose and direction.
• Balance the Stephen Covey “Seek first to understand” with “being understood” habit.

C – Through

When you face the customer in sales, you’re primarily selling yourself not your product or service. People buy from people and your Content can help you or be a stumbling block to engagement. Use the tips above and take responsibility to make your customer engagement one that was memorable for all the right reasons, and you’ll continue to help them make a decision in your favor. For a free tool to help you organize the content, visit the tools page at AlwaysStrategic.com.