You’re about to meet with a customer.  You’ve done your research and have learned about their circumstances.  You have some ideas regarding how you might help the customer achieve a better outcome. 

Now how do you start off the conversation? 

One approach is to introduce new insights, new technologies, or new methods to accomplish the jobs to be done.  When you can present a frame-breaking idea that gets the prospect to say “I hadn’t thought of that before”, and “I think I could benefit from that approach”, you’re framing the conversation in terms of something that is both relevant and important to them. In other words, you’re giving them a reason to listen to you.  And if you want to change someone’s mind you need to change their beliefs and the way they think. 

The challenge is that most people naturally want to stick with the status quo.  They resist change.  Even when a problem is known they may simply “live with it”.  Our role in sales is to make the current way of doing things more painful - and more risky - then making the change to a different and better way to get the job done.  

What type of content can be used at the awareness stage?  

Reports or whitepapers, ebooks, webinars or instructional videos can be helpful content to help educate your customer or prospect about something new – new technologies or new methods that can simplify work processes, improve productivity or boost efficiency. 

Paint the picture of a better future and give your prospect the perspective of understanding what can be possible if they’re willing to make a change.  Only when your customer has made a commitment to change will they be motivated to consider your solution.