Create More Demand – Keep it P.I.T.H.Y.

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I’ve received a significant amount of response regarding my thoughts on why Senior Sales People won’t create their own Demand.  After all, if they won’t who will and what impact will this have of revenue production? The obvious answer is that successful sales organizations have to change how they structure themselves to reflect this new reality. It’s the classic stick vs. carrot argument; either make them do it or do it for them.

I have a client that has a one-to-one ratio of inside sales “demand creators” for the outside senior sales people.  Needless to say this division of labor works out well for the outside guys – however they have much more quota responsibility. I have another client that has the entire demand creation process automated through an e-mail aggregator and dialing responsibilities with ConnectandSell.  Those are great examples of carrots.  When it comes to sticks, I have a client that has created MBO’s and compensation around demand creation productivity.  

No matter how your organization chooses to go to market, if you use a multi-touch / multi-media approach to campaign, keep your messaging pithy. You will want all of your correspondence to be pithy or short, concise, and to the point. You will also want to use P.I.T.H.Y. as an acronym:

P. Pain solving

I.  Introductory

T.  Time Specific

H. Highly Strategic

Y. You 

Pain solving: When creating messaging for demand creation, we must first think of the person who we are selling to and the most pressing issues that individual faces.  We want to uncover where and why they are feeling this pressure  without any regard to what we sell. This is how we create empathy in our messaging and link our solution to solving these pains. Buyers want to hear from individuals who communicate with them in a langauge they understand. This is peer to peer selling.  

Introductory: As Jake Atwood, CEO of Ovation Selling once told me, when creating demand keep the purpose of the call the purpose of the call. What he means is that successful demand creation separates the activity of selling the solution from selling the appointment.  Our entire goal for demand creation messaging is to secure a short meeting to sell them on an evaluation of our solution.  Therefore, we are positioning ourselves for a first call – not to purchase our service.

Time Specific: When reaching out to busy executives for a first call, always give them two or more times when you would like to meet. This takes the guesswork out of their participation and fixates their attention to WHEN they will meet with you, not IF they will meet with you.  This isn’t a new concept to most of us because it has withstood the test of time.

Highly Strategic:  Empirically, we know our buyers are inundated with requests for an audience and do not have enough time to entertain every solicitation they receive. Therefore and just as we do, they triage their efforts in getting back to their suitors. Put yourself in their position; how would you decide to best utilize your time? Your messaging should be around the highest level of impact your solution can have on an organization. What sounds better; eliminating manual process or better client retention? What about best of breed vs. providing a competitive advantage?

You:  As in not you. The biggest mistake I see made in demand creation is when sellers leave their list of superlatives on a voicemail or e-mail.  Busy executives are looking for empathic solutions to their problems and original ideas from outsiders.  They do not and should not link your awards, financials, and even competitive differentiators to solving these pains.  Put yourself in their position; they are not evaluating your solution so why would talking about your company spark any interest?

In conclusion, even those this posting is not, keep your correspondence for demand creation P.I.T.H.Y.

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3 Responses

  1. Yes, finding the pain and solving the problem is always the first
    step. I try to talk to prospects about their Internet Services pain and how they think it should be relieved.

  2. As I sit in my office, trying to come up with ways to create demand, it is easy for me to discount articles about prospecting. However, you have absolutely nailed it with this one. Particularly, separate selling the solution from selling the appointment. Congratulations on breaking the code in a way that is simple to understand and easy to use. Quite PITHY I would say!

  3. […] Not all pains are created equally. If we want to gain traction in our accounts we need to take the most strategic pains and link out solution to help solve them.  For our demand creation campaign – we have to be generic enough to appeal to our entire targeted list but strategic enough in our messaging to attract their attention.  I wrote this blog about keeping messaging P.I.T.H.Y […]

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