Go Thump Your Chest in the Gym

I spent half a day with a team last week who fell all over each other sharing their claims of technological superiority.  Their whatchamadoodle was faster than the competition's, it did everything better, it was obviously made by those of superior intellect. I mean really, it was a marvel of modern technology. 

Not one word about the customer problem or how this amazing solution solved it.

Not one word about the business value, or the competitive advantage this technology could provide.

Not one word about anything or anyone but this company and its awesome technology.

If this company were a person - we'd call it a self-centered ego maniac.  And I sure as heck would not want to spend a lot of time around someone so self-enthralled. Would you? 

Now think like a customer.  When someone approaches you to sell a car, or an appliance, or a house or whatever -  using me, me, me marketing -  how do you respond?

How do you think your own customers respond? I have a pretty good idea, in case you don't already know.  The more you boast, the more their eyes glaze over,or roll around in their heads. And then they tune you out.

I call it chest thumping -and you should go do it in the mirrors in the gym, not in business. And certainly not as a way to win customers and influence prospects.

Business, and certainly your market persona (aka brand, image, etc) is NOT about you anymore. IMHO it never was.

So how about we stop the chest thumping and start letting customer success speak for you.

Feeds and speeds and technological claims of superiority don't win business. Nor do they impress your customers.  in fact, too much chest thumping can drive customers away - right into the arms of the competition.

Think about it.  How much time and trust do you want to share with someone who is all about me, me and me?

Your customers and prospects are  really no different.

So get out, go to the gym, work it out of your system and then come back to the office and focus on your customers and their successes. 

Be a humble expert offering advice, educating your market on issues that matter to them, pointing to customer success as the real evidence of what you can do.

Then just watch the response.

Comments

[downtown san diego gym]

You're right, but i think the technology makes us even lazier to go out to the gym, coz there is some electronic gadgets that can be purchase to get a perfect abs. As seen on Tv!

-Harold