I was on the phone the other day with a sales promotion agency. He called me Richard, which I liked. Then, each time I asked a question he replied by saying this:
“That’s a really good question Richard.”
After my third ‘good’ question in quick succession, I couldn’t help revealing my delight that it was the first time this week I’d asked three good questions in a single conversation.
The honest truth?
The truth is that he didn’t really have any strong personal opinion one way or another about how good my question was. But he was determined to follow a well-drilled check-list of conversational tactics he had been trained to deliver to make me feel involved, engaged and good about myself.
The moment I sussed it? I felt like I may as well have been talking to a robot.
Want another one?
A couple of years ago I’d written a quote in a press release. And as usual, I’d written it in Plain English. I’d even said it a couple of times out loud to make sure it flowed as though it had actually been spoken.
During the approval, my client ran the release by a brand strategy consultant for comments. And I had a chat on the phone with him to discuss it.
Commenting on the quote the brand strategy consultant said,
“I know why you wrote it that way Richard: Because it is exactly the way Dave speaks. But I’m afraid it’s just not ‘on brand’.” (followed by a demeaning ‘snort’ no doubt)
OK, so are these good questions?
Is it better to simply be yourself in conversation or use tactics that offer a version of yourself you hope people will like?
Is it better for your business to add genuine value and interest to the conversations that matter most to your customers? Or offer a version of your business you hope people will like?
Are your marketing tactics delivering a version of your business that actually gets in the way of customers feeling like they know you?
Are your marketing tactics hindering the power of know, like and trust – the very foundations of brand loyalty and increased sales?
Do people do business with versions of people? Or do people do business with people?
“That’s a really good question Richard.” 😉
(Drop me a line for the answers!)
Richard Glynn will help you stand out, build influence and become easier to buy from.
Click here to find out more.