How to Explain Your Complex Products and Services: Steve Lowell

Demonstrate a unique understanding of your market

You don't have to be different from everyone who offers what you do. You simply need to appear to be different.

Steve Lowell explains how to apply Deep Thought Strategy to your marketing positioning and sales conversations to entice clients to buy from you.

Episode 89 (Steve is based in Ottawa, Canada)

 

In this discussion we explore:

• How to get people to say, "Hmm, I've never thought of it that way before"
• What can you learn from the tennis instructor's mistake and epiphany
• Why the language of your offer is critical
• How to reveal the hidden problem they weren't aware of
• Why you don't want to be seen as an expert and what the better label is
• How to address different target audiences while following the same path
• What is the process of Deep Thought Strategy
• Leveraging your book as a marketing tool

About Steve Lowell

Steve is the 2022 president of the Global Speakers Federation representing over 6,500 professional speaker s around the globe.

Steve Lowell CSP, has been speaking and performing on the live stage since the age of 6, that’s over 53 years ago.

Steve is the author of three books and five online courses.

If you are a non-fiction author and ready to leverage the power of your book, watch this eye-opening webinar "You're an Author... Now What?"

(no charge)

WebinarforAuthors.com

-----

Excerpts from this conversation with Steve Lowell 

02:30

So it's a big process, I call it deep thought strategy. And we kind of look at it from this angle. The objective is to demonstrate a unique understanding of your market or prospects or audience's world from a perspective they have never considered before.

So the process starts with exploring not your solution. And not all the great things that you've created, but exploring the market and trying to find an angle that the market has not considered before.

And then what we do is we take the complex idea or solution and we break it down into its most basic components, and craft a very simple straightforward message that doesn't present another solution as much as it presents another problem.

So it's sort of the objective is to bring their awareness to a problem they never even knew they had, I'm talking about the audience or the prospect of the market.

And the desired outcome of this whole process is to get the market or the audience to kind of do this, you want them to go, Hmm, I've never thought of it like that before. And that's the desired outcome that we work towards.

-----

20:49

The question is, "What is my unique understanding of your condition? From a perspective you have never considered before? How am I going to demonstrate that I know your condition better than you know your condition?"

You see, if I'm trying to sell you my complex idea, the worst thing I can do is try and sell you my complex idea.

What I need to do is I need to open your perspective, so that you understand that you need my complex idea.

I need you to tell me that you need my complex idea. If I sit here and try and convince you that you need my complex idea. I'm just another sales guy. And I look like everybody else.

So the question we work towards is, how am I going to demonstrate to you as my prospect? How am I going to demonstrate to you a unique understanding of your condition, from a perspective you have never considered before.

I want you to be able to go, I've never heard it like this before. No wonder I can't do that. No wonder I can't reach this outcome. And only until we achieve that, at that point, then my solution becomes relevant to you.

Up until that point, it doesn't, it's not even relevant. It's just you know, another checkmark on the shopping list and all of the different people you've seen in your life.

So that's it. That's a tough mindset shift to make sometimes.

-----

Your Intended Message is the podcast about how you can boost your career and business success by honing your communication skills. We’ll examine the aspects of how we communicate one-to-one, one to few and one to many – plus that important conversation, one to self.

In these interviews we will explore presentation skills, public speaking, conversation, persuasion, negotiation, sales conversations, marketing, team meetings, social media, branding, self talk and more.

 

Your host is George Torok

George is a specialist in communication skills. Especially presentation. He’s fascinated by the links between communication and influencing behaviours. He delivers training and coaching programs to help leaders and promising professionals deliver the intended message for greater success.

 

Connect with George

www.SpeechCoachforExecutives.com

https://www.linkedin.com/in/georgetorokpresentations/

https://www.youtube.com/user/presentationskills