Would you listen to John Lennon’s most famous song if it was called “What Would Be the Impact”?

Last week we examined how an effective ICP can help you identify who will be open to a conversation. That conversation starts by trying to help the potential customer identify a reason to do something—to change from their current solution.

Many people will say that at this stage you are looking to discover a pain/need, and one phrase that keeps cropping up is “What would be the impact…?”

Guess what? As someone who is trying to sell with a buyer’s perspective, I see a potential issue with this phrase. Rather than try and explain, I thought I would try and get you, the reader, to discover for yourself by rewriting a famous song. So here goes...

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I hope you saw what I have done, I have depersonalised John Lennon’s famous song. John Lennon realised that if you want to maximise the impact of words you have to find a personal connection and one of the strongest ways to do that is to get people to IMAGINE.

The minute you imagine you walk in the shoes of someone experiencing the outcome. If we are selling with a buyer’s perspective, we are constantly striving to create a connection between ‘the need to change’ and ‘changing’. What better way to do this than getting someone to imagine what their world looks like after the change?

Whilst I may not have the ability to write words that evoke such emotion as Imagine, I do know that asking someone to imagine how they will feel if they did not have to worry about the risk hanging over them is far more powerful than having an academic discussion about the impact of that risk.

So here is my sales version of Imagine:

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Be brave, revisit your messaging and imagine that you sell with a buyer’s perspective.

Hi, I'm Mark, Director of Strategy to Revenue.

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I'm known for having an opinion about most things in sales—sometimes controversial ones. Ultimately, I like starting conversations and hopefully sharing something of value. Help me engage more people by reposting this to your network.