Communication is essential if you’re going to ask another party to take action. Be sure your desired result is known by the other party and be prepared to show how a requested action is beneficial for all parties. Let me explain further within the context of sales, PR, marketing, and recruiting.
Getting To YES In Sales
An idea that is otherwise viewed as a no-brainer can be DOA if the client isn’t properly given reason to close the deal. The disconnect typically occurs in the presentation or discussion of said deal. Even if the client or prospect likes the idea, the onus lies on the salesperson to make the target feel comfortable enough to sign. Sellers often spend too much time talking about their own need to make a deal and not enough time on the benefits given to the client.
Getting To YES in PR/Marketing
The best product/position/organization isn’t always the one capturing the minds of customers. You have to make a connection with a customer with your advertising and marketing efforts. Build an exciting brand, make people want to be part of a product community, and demonstrate how your product is of benefit to customers. PR pros face the same issue when pitching stories to those in the media. I can’t begin to guess how many pitches I’ve received that contain little to no value to myself, my radio show, or my station. You must demonstrate relevancy in order to move people to action.
Getting To YES in Recruiting
Recruiters also must demonstrate a concern for prospective employees when actively pursuing them. Yesterday, I received an unsolicited call from a corporate recruiter. When I asked her for clarity on the company she was representing and the opportunity itself, she was only interested in getting a definitive statement of interest (or lack thereof) in the position. As she scoffed when I asked to discuss the position further at a more convenient time (a technician was in my home working on restoring internet service), I knew her objective was simply being able to check a “yes” or “no” box next to my name. If you can’t offer a job candidate a reason to consider a position, then maybe you shouldn’t make unsolicited contact.
When you are in a position of moving others, you have to demonstrate a reason why action (on their part) should be taken. Most people don’t make important decisions on a whim. Be prepared to offer a hand to help them see your view. Well-intended guidance can help you get closer to YES.