What I Learned About Making a Point from Winston Churchill

What I Learned About Making a Point from Winston Churchill
By Scott Hornstein

How do you communicate a benefit-rich idea and have the other party listen to you, think about it, and take the recommended action? What if that idea would help the other party reach their goals? What if you are marketing and they are sales?

Winston Churchill offers the following advice:

If you have an important point to make, don’t try to be subtle or clever. Use a pile driver. Hit the point once. Then come back and hit it again. Then hit it a third time – a tremendous whack.

That may work in the midst of WWII, but in business, it’s just as likely to cause the other party to shut down. Especially if you are marketing and they are sales.

If you read the quote another way, I find a communications breakthrough. The pile driver is a tool.

The point is that your point, or the knowledge you want to impart, isn’t enough. Turn it into a tool the other party can use to succeed.

Here’s a for instance:

  • Marketing has intelligence from win / loss / draw research that would substantially help sales effectiveness.
  • Playbooks are an accepted and proven tool that leverages sales results
  • Put the intelligence into the playbook = PlaybooksPlus

As a senior sales leader at Dolby recently observed,

“The inclusion of independent buyer insights from win-loss research is a powerful and valuable element that sets this apart from other playbooks and provides the ability to create big changes.”

These insights about why prospects buy, can guide sales to provide what their prospects are seeking – and what their competitors aren’t doing.

Think about it – companies spend billions of dollars and hours preparing what they THINK their prospects want… but never actually FINDING OUT if they are right!

With win rates as low as 5% or as high as 45%, MOST of the time we find we are NOT providing the buyer experience (BX) that most of our qualified prospects are looking for! And that doesn’t even address the finding from Gartner that 60% of all B2B engagements end without a purchase decision… for anyone!

Here are the six advantages that PlaybooksPlus has over everyone else

Likely they could help your organization win more deals.

And that’s the point.

P.S. Up for kicking this around a bit? We’ll invest the time, just let us know.

 

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