Ugh. Today I was compelled to deal with some annoying situations. Tell me if this sounds familiar:
- The facts were clear.
- I knew the answer ahead of time.
- The other party was trying to deny the answer.
- It was dragging on for a long time
Each negotiation required a deep breath. Each time I had to listen to the other side tell their side. Each time I had to wait for them to realize I was right.
And each time I presented my communications in such a way that it appeared I was conceding their points.
And each time I got what I wanted.
Yes, I absolutely used strategy in these negotiations. By keeping my end-result in mind, I was able to “play the game” of back and forth so the other side thought they were winning. Or at least was the one who came up with the solution that I had presented long ago.
So it is with our marketing. We know we have a product that can solve our customer’s problem. We know it’s the best way for them to move forward.
We know they will be happy.
And yet, we have to work with them. Or, more precisely, guide them to work through their own thinking, their own emotions, to get to the solution we have in mind.
You can’t force people to buy, or to believe what you want them to believe.
You do need to use strategy to help them come to their own conclusion.
This is the kind of thinking we teach in the weekly print newsletter. How to present an outcome to our audience that is so appealing they will eventually come up with the idea all by themselves.
And if that is something that appeals to you, subscribe today.
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Sincerely, Frank G.
P.S. – If you know somebody who might like reading this, please pass it on!