Super Agent

Why is Your ‘Why’ Meaningful to Prospects?

We often talk about the importance of understanding your “Why”—the reason you do what you do—an idea inspired by innovator Simon Sinek who says “those who know their Why are the ones who lead. They are the ones who inspire.” Maybe you want to help employers avoid risks, or create opportunities for their organizations in the marketplace that you feel is under-serving them?  Whatever it is, it’s important that you know it, and that you can clearly convey it to prospects.

In a recent conversation with a producer, she asked me: “What comes next? I communicated my Why, and I didn’t know where to take the conversation from there.” The producer reverted back to her old process and started listing off all of the great things about her agency: “We value our customers”, “We offer these services”, and so on. The problem? According to an article on Inc.com, “Most customers are drowning in a flood of information and time-stressed to the max.” Staying prospect-focused is one of the most important elements of your conversations. The prospect isn’t interested in you, they want to know what your ‘Why’ means for them.

You can’t assume that prospects will be able to make the connection between your ‘Why’ and their success, so you have to make it for them. Why is your ‘Why’ meaningful to them?  Tell that story, and you’ll be on the right path.

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