You’ll be well aware of the idea that men are from Mars and women are from Venus and of course, what sits behind that is if you want to communicate with men, you have to do it in a different way from when you are communicating with women. In this Vlog, Grant explains that this is true in business as well.
So, you’ll be well aware of the idea that men are from Mars and women are from Venus. And of course, what sits behind that is if you want to communicate with men, you have to do it in a different way from when you are communicating with women.
But this is true in business as well. Your prospects are from Mars and your existing customers are from Venus. And the problem is, businesses often talk to them both the same.
For example, a company where they’ll have a special offer and they’ll just communicate it with their database, but on that database will be prospects and existing customers. You can’t send the same message to both.
You see, when you are communicating with a prospect, you are trying to get them to do something different because they’re not using you as a supplier and you want them to. It might be they’ve never used your product or service before, or they’re currently using a competitor, but either way, in order to get them to do something different, they have to understand that their current situation is not as good as it could be.
In other words, you want to disrupt them. You want to create dissatisfaction. Because it’s that dissatisfaction with their current situation that will lead them to want to do something new.
When talking to an existing customer, the last thing you want to tell them is that they need to disrupt what they’re doing. You want them to think the status quo is absolutely brilliant. In other words, they’re using you and life will be great if they just carry on using you. If you disrupt them and create dissatisfaction, there’s a very good chance that you’ll market for them to leave your business, and you don’t want to do that.
So if you want your communications to be successful, don’t treat those groups the same. Remember, when you’re speaking to a prospect, you want to disrupt, because you want them to do something different.
With existing customers, you want the status quo to be paradise, so they stay with you for as long as possible.
There may be small changes to the spoken word in this transcript in order to facilitate the readability of the written English