With everything changed since the pandemic, people forgot that Content is King.
When the streaming services are suffering losses, is it the price or the lack of compelling content?
When your conference sessions and webinars are flat-lining due to nearly empty rooms, it is the content.
It is also that your brand has suffered.
People have huge expectations of a Vegas expo, but little expectation of a fall conference.
Andy Abramson mentions that things changed from blogger to influencer. If you were a quality blogger before, you had influence. Again it was the content – what you were saying and how you were saying it.
Conferences are in flux because attendees need actionable intel. When the hype around AI and cybersec are high, people look for education. Webinars are plentiful, on every platform – LinkedIn Live, twitter, on and on. Everyone is an expert, except they aren’t. An expert can explain the complex simply. A good teacher can give concrete analogies that make concepts understandable. We aren’t seeing that.
Use cases and sales forensics aren’t for Marketing; they are for the Prospective Buyers and the Sellers to get a better grasp of the benefits and impacts of the service offerings.
Lumen and AppDirect did a good job on a luncheon two weeks ago about cyber-security. They really showcased Black Lotus Labs. [No idea why they spent 10 minutes on a slide about POTS replacement at a security luncheon.] Lumen has a large portfolio. Too large. No org that size can deliver everything to everyone customized.
The best way to do a luncheon is to do sales forensics. Who, Why, What, and How – on a closed deal. Who was the Buyer? Why were they shopping? What were they trying to achieve? How can we help them achieve that?
Throwing up a slide with every service you offer is useless. No one will remember any of it. It ends up looking like a diner menu. And there are many items on a diner menu you do NOT want to order.
Focus is key.
Being Specific is vital. This service benefits these types of businesses and how exactly?
When you sell pharmaceuticals you don’t push every drug in the portfolio each visit. Each visit – because getting the doctor’s attention is so rare – is about One Drug, its indications, its contra-indications, clinic trial data and handing out samples. Why can’t that be the way partners get training? Ten minutes about one drug. Instead we get 45 minutes to an hour of every drug and every disease out there.
The content is king – in every meeting, in every webinar, in every session, at every conference. Take-aways.
At CVX Expo in Scottsdale on Nov. 14-16, the content is king. Last year, all our sessions were about How To Sell with specific examples. We are doing it again this year. See if you Qualify for a Free Pass to CVX Expo HERE.