Office equipment isn’t sexy by any means…

Say we’re doing a speech to a packed conference venue to our target audience of Finance Directors.

What do you think they would do if we said?

“For the next 30 minutes we’re going to tell you the history of our company & why we provide the best office product in Lancashire & Greater Manchester”.

Yes. That’s right. Most of them would leave. Well at least 90% will anyway.

3% of the remaining 10% will be in buying mode & the other 7% will be open to the idea of buying, so may stay.

If we re-run the scenario & think a little more strategic. I could say instead.

“For the next 30 minutes we’re going to show you how organisations like yours are wasting money within their operations & administration functions in 5 distinct ways”.

Ok it’s still not sexy & the FD’s aren’t going to riveted.

But they’re not going to leave either. Saving money is 1 of their strategic objectives & they’ll want to hear more.

You then make sure everything that follows is geared to achieving cost savings with the product you provide.

Giving you a list of Finance Directors who’d be willing to meet with you.

Now. Think about your product.

…what would your title be when speaking to your target audience?