Marketers and sales professionals spend a lot of time, energy and money on getting people’s attention, but what truly counts are the actions that people take once they get those messages.
My business partner and close friend, INXPO co-founder Malcolm Lotzof, likes to say that “Every business presentation, going back to the dawn of civilization, is ultimately about changing someone’s mind.” He’s right, of course. If you’re selling, I don’t know, let’s say oranges — you want your customer to buy yours, even if the guy a few stalls down has a nice-looking bushel of them too. Maybe your customer didn’t think he was ready to buy oranges. Or maybe he had his eye on your competitor’s. Either way, you need to first get that customer’s attention and deliver a message that will change his mind. What happens next in that sequence is what really matters. Let’s look at the business communication process a little closer.