Basic Sales Communication (9/25/14)
In what is currently my favorite book on the subject of sales there was a quote in the area of communication that in a nutshell said “Find your message, keep it simple, and repeat it often.” To that I would like to add find you connectors. Malcolm Gladwell lists three key types of personality types you need to locate if you are hoping to create a tipping point (Salesman, Mavens, and Connectors). Creating a tipping point is what it takes for anything to go viral.
These people are essential to your success because they create the market for you. Of the three categories I’m always desperately searching for Connectors because they are like walking, talking announcement boards. When a connector finds something that moves them they will make sure the whole world knows about it, so try not to get on a connector’s bad side.
Starley and I were passing texts back and forth about some tweets I posted. Like any good coach she was just checking in to make sure I didn’t actually need to talk. I really didn’t have any questions for her; I was just lobbing up some social media meatballs for her to swing at.
In the middle of our conversation she asked if I had a couple dozen books I could include in her give away bags. My book cost is probably about $7 per book, or about $175 in product cost. First, I’m putting my book in front of 25 people who are all looking to build their brand and/or image that may never have picked up my book in the first place. So I have 25 potential book reviews. Second, I build some goodwill with Starley because she looks great with her clients by providing them with some additional value. Then if, God willing, one of those 25 people is a connector he or she will tell all of his or her friends how cool Starley is for giving away great door prizes like Average Joe’s Story: Quest for Confidence. Based on their personality Connectors have huge lists of friends. However, even if they aren’t naturally connectors every person who works with Starley is trying to to develop that skill set. So my odds of someone spreading the word about my book just skyrocketed.
My logic may not make sense to you, but I’m always looking for potential out of the box opportunities like this. My success in this scenario is based purely on potential, but my potential return to cost ratio is too great to turn a blind eye to. If you are looking to find a way to truly increase the repetition of your message locate some loyal connectors, and let them do the heavy lifting for you.
