Pretty odd subject for a sales blog, huh? If you are reading this than it got your attention. When I recently saw the FIG TREE sign, it got my attention as well but for reasons other than those the person who put up the sign had likely intended.
I was on my way to meet my partner to discuss Inventis Strategies things when I saw a sign along the road that simply said FIG TREES. Not FIG TREES FOR SALE or BUY FIG TREES or even WE HAVE FIG TREES, just FIG TREES. Frankly, I have driven by it for several years before even giving it a second thought until recently. Then it dawned on me – simplicity.
As sales reps, we spend hours trying to come up with the perfect message that will cut through the noisy world of our customers / prospects, gain their attention and, hopefully, peak their interest to take the action we desire. I can speak from experience when I say I have written some exceptional, poignant and emotion-inducing emails. Really, in my mind, they were works of absolute art. I covered all of the reasons why my product / service was worth their time. It was professional, courteous and included all of the action words I was told were needed in a business email. The result? More often than not...nothing. Which brings us to our friend with the fig trees.
I doubt the individual with the fig trees thinks about any of this very much. Frankly, if he didn’t include the “S” at the end of the word “tree”, we wouldn’t even know why he has the sign up. It was simply implied that the trees were for sale and there were more than one from which to choose. I knew what the product was and, if I wanted one, I could have my choice. There was no price stated on the sign. Why would there be? Unless you are an arborist, who would know what the going rate was for a fig tree so why give a potential customer a reason not to buy.
The point of this rather deep dive into an 8-letter sign is equally as simple. If you plan to reach out to a customer or prospect be it via email, phone call, etc. be direct and mindful of their time. Cut out needless pleasantries and keep on point. If you want an appointment, ask for it. If you have a question, ask it. When you call them, tell them what you do and what you want in as few words as possible and let them decide if they want to know more. Put yourself in the shoes of the recipient and think to yourself, would I want to read this email or listen to this whole message?
Our friend with the fig trees did not go into detail about the benefits of owning one, how beautiful it would look on my lawn or even what I could do with a fig. I was driving by at 35 MPH and got the message he/she was trying to get across. Next time I head that way, I might even buy one. #Sales #Marketing #CustomerConversation