Much of the time , buyers want sellers to keep it short and to the point.
Research from the Buyers views of supplier salespeople confirms that they don't think we listen enough and when we talk - we talk too much.
Learning to be brief and clear is an craft Salespeople need to acquire and continually work at. Brevity is an ongoing work in progress.
The limit of the 140 character of twitter-in-business also places such a discipline on us
|The Gherkin Building in the City|
- hardly Wentworth but a teeing off point
in the message
They have little time and space to catch our attention and sell their message.
It is worthwhile examining their skill in brevity and see what we can learn.
How do we balance accuracy and detail versus the demand of brevity placed on us ?
Your first tee is ' your gathering point':
When people reply to the question "Where do you come from?" often the respondent mentions the nearest town/city rather than exact location. So it is in brief business communication.
Word Association can help brevity.
|Iconic Red Pillar post box|
For American consumption the red bus, the red post box or the red telephone kiosk immediately communicated London or England. (Much as a yellow cab says New York to Brits.)
|Red Phone box K2 design|
by Sir Giles Gilbert Scott from a tomb design
of Sloane in St Pancras cemetery
|BT's new look phone box is |
a poster site ( reverse side) with a phone bolted on
The Barrel roof has been kept
With the growth of personal ownership use of mobiles , the proliferation of messaging systems like twitter, texting have made such 'visual images' rather dated. A red telephone box is now 'frozen' in time rather 'of our time'.
Today it is our buildings such as the Shard, Gherkin, Canada Water and the London Eye that promote London rather than red bus/phone/ post boxes.
|London Wentworth !|
For overseas readers of this blog Wentworth refers to Wentworth Club which is a privately owned golf club and health resort in Virginia Water, Surrey on the south western fringes of London, not far from Windsor Castle.
The club was founded in 1928 . It does not even have a London post code but a Guildford post code ( Zip code) GU25 4LS
The images of Golf stars on the Office buildings and Tourist sights of the City are the short hand for the BMW sponsored PGA event. Entitled London’s premier Golf tournament.
From a cartographic perspective Wentworth is some distance from the heart of London. (Coincidentally as far away as Luton, Gatwick and Stansted ) But to communicate quickly the name London does the job.
|The BMW Poster gives a Gulliver's Travel|
lilliputian mini golf look
|The Shard is the new building icon of London|
south of the City in Southwark
|St Paul's Cathedral in the crazy golf poster photos|
|Canada Water , Canary Wharf the site|
of the former London Docklands
What tired old analogies, stories, images, phrases need updating is your sales story telling. What are your equivalents to old red phone boxes, red post boxes ? What are your new equivalents to the Gherkin, Shard and London Eye ?
What brief messages will work for you tomorrow?