Rowing To Victory
If ever there was a more tired claim in selling than "We partner with our
clients," I would like to hear it. First of all, what would you be if you
weren’t "partnering" with clients to solve their problems? Second, "partner,"
"partnering," and "partnership" are such overused phrases that they have about
as much impact on buyers as listening to elevator music So, how do you make the
partnership idea really come alive for a client?
Patrick Thornton, Sales Representative for Centro.net, does it with a simple
Centro.net offers a comprehensive suite of
media logistics services that makes the many aspects of buying digital media
easy to manage. The company operates in a really complex space and buyers often
have a tough time not only distinguishing the value of one service from another,
but also understanding what it is that these companies actually offer in the
Says Patrick, "When it comes to explaining how we partner with clients, I like
to say, that Centro.net and its clients are like rowers on a boat. When rowers
have aligned motion and are moving fast, it leads to great velocity. Centro
works to constantly align with our clients' goals. Our cutting edge technology
and expertise in the digital space also generates communication speed with
clients, so Centro helps you work faster and do more with your day."
simple image gives buyers a vivid impression of how partnering with us truly
helps them achieve their goals."
Time for a Metaphor-Makeover?
Look at your proposals. Look at your PowerPoints. Replay what you typically say
on sales calls. What phrases do you (and others) repeatedly use that need to be
visually refreshed for greater selling impact? Ones that come immediately to my
mind are: Turn-key, full-service, #1, best in class, bible of
the industry. Adding imagery to these commonly used claims will help increase your
Have a Happy Memorial Day Weekend, everyone.
Make what you say pay — with metaphors.
P.S. Send me your metaphor makeovers and I will include them
in the next Metaphor Minute
Metaphors in the News:
"Facebook CEO Mark Zuckerberg certainly had a great week. His
company went public on Friday, he became the world’s 29th richest man, and he
got married on Sunday. Love and money, all in 72 hours. Not bad. Facebook stock
only rose 23 cents on its first day and the media reacted, some positively, some
negatively, and all metaphorically.
"Hordes of everyday New Yorkers played the fool yesterday to Wall Street fat
cats and Facebook insiders, who used a bloated stock price to milk them of
billions of dollars during an overhyped IPO."
The New York Post
"Thus, there was no transfer of wealth to those in the financial services
industry. This wouldn't have been the case had the $34 offering price not been
raised days before the offering. So my take is that this new $104 billion stock
was a smashing success. Great job Mark Zuckerberg! You created a world
phenomenon and limited Wall Street to a fair gain, which is relatively rare.
That deserves a nice honeymoon in my book."
Speaking of Social Media
"Social media is like teen sex. Everyone wants to do it. Nobody knows
When it’s finally done, there is surprise it’s not better." Avinash Kaushik, Google
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Personal Presentation Client:
"I sing your praises every
opportunity I get. I look forward to continuing our work together"
Jane Newton, Wealth Manager, Regent Atlantic Capital LLC