Why then do people in positions of influence focus on the “what is” instead of the “what does” when first attempting to gain buy-in for something? In other words, why do people talk about solutions instead of the problems their solutions solve or the opportunities their solutions leverage?
Making your message believable is crucial to being an effective influencer. It shows that you know what you are talking about. It reassures your audience that something isn’t just theory. It inspires hope instead of skepticism.
Top performing organizations treat business development as high a priority as they do their operations. They create new opportunities as a process.
With selling being an important skill, what is the most fundamental principle of selling? Ask any seasoned marketing, sales, or business development professional and you’ll hear something like this—if you’re not making your target audience aware, you are not selling. You may have a great idea, product, or service, but if people don’t know about it, it doesn’t matter. If you’re not sharing your knowledge and getting your message in front of people, you’re not creating demand.
Would you be concerned if you bought a house that was only built to last five years? Yes, of course. You buy a house with the expectation it will last forever, or at least as long as you own it. What about purchases that go into your home? Do you expect dishwashers, microwave ovens, faucets, and
