Many of you will have heard of Martin Luther King, Jr.’s “I Have A Dream” Speech. For many of us it still resonates today as a goal that is as humans should strive to achieve. It’s a vision that still hasn’t been fulfilled.
But if you let me side step the meaning of the speech and let me look behind it.
The speech is a “why” it provides you with what MLK stands for, it’s is part of his belief system. What has that got to do with Sales? Well, if of course you are with him, you will follow him. If you are against him, you will dismiss this as bunk.
From a sales prospective you have just qualified in the people who will want to buy from you and qualified out the people who won’t. Now that just saved you a load of time and effort.
If you think that sales people (with cold calling etc) spend so much time with people who will never buy, this is a great efficiency and time saver.
The other thing you notice is that MLK did not present a 12 point plan or a list of features and benefits.
This is the difference between a “what” and a “why”. Or put it another way, the difference between what you do, which is different from why you do it.
When it comes to your LinkedIn title you “what” is boring, it’s feature / function and it’s easy to write.
Like MLK you need a “why”. In fact all companies need a “why” and all employees need to be able to articulate it. If you don’t have one then you need to ask your Marketing Leader and Sales Leader, why not.
It’s actually bloody difficult to write it, which is why this is one of the things we coach you on as part of our social selling program.
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