Is your message missing the mark?

by Paul Kirch, BOSS Academy Founder

Thank you BOSSITUDE for sharing the great laugh that the meme gave me.

What happens when we get a captive audience who asks what we do in our business? Did they just give me permission to wow them? The cartoon above summarizes how many people feel after our brain dump of excellence. My passion for serving must have clearly resonated, right? All of the services and solutions must have hit the mark… Or, did we just miss the opportunity to be seen as a resource that took the time to understand their business.

We love our businesses. We build it, we live it, we dream about the impact we can make through our services. No matter how strong your passion is, your messaging may just be too emotionally fueled, catering to your desire to serve, not your buyer’s desire to be free of burden, pain, stress, or any other emotional response. Not everything they feel is negative. They be on the verge of expansion, excited about what’s to come. Either we often focus upon what we can do for others, believing we have the solution to their problems. We get so close to our offering, that we lose the bias that comes when we are the buyer. Is what we’re “selling” really what they are really buying? Often no.

Buying decisions are emotional, yet our solutions are often based upon logic. Of course they have to be worried about XYZ. And perhaps they are, but that’s often not why they buy. XYZ may be a root cause that’s creating massive fear and apprehension. Perhaps they were stung by a poor experience with another “perfect” solution. As we passionately explore why we’re great, they hear the same tired message that hurt them before.

Are you addressing their needs with logic, as to why they need you. Perhaps what they are seeking isn’t in the solution, but in the way that solution will make them feel.

Come join the next BOSS Academy and explore why your emotion may be preventing you from addressing the buyer’s emotion. And why our business small talk may be creating large barriers for relationship development.