3 Second Selling

Are you a product peddler, or a sales detective? Today the highest performing sales people aren't engaged in solution selling. And they're certainly not spewing out features and specs. They're actively engaged in problem finding. Join 3 Second Selling author and host David Gee as he is joined by serial technologist, inventor and sales leader Lief Larson. They will discuss how today's cluttered sales and marketing landscape requires curiosity, more listening than speaking, the ability to ask precise, strategic questions at the right time, and other forms of emotional intelligence. This method takes prospects through a discovery process and helps uncover pain points they might not even have been aware of. It also lowers sales resistance, gets you to yes quicker and easier, and elevates the status of the sales person. 

Research shows that top producing salespeople talk about their products and services and features and specs 63% less than the average sales person.  Features and specs don’t win the day. You can’t reason your way to a sale. That’s not how our brains are wired. Every buying decision we make is an emotional one. And as the movie Air illustrates, if Nike's Sonny Vacaro, as played by Matt Damon, hadn’t made an immediate emotional connection with Michael Jordan’s mom in their backyard at the family home in Wilmington, North Carolina, there never would have been an Air Jordan. Hard to imagine huh?!It’s also hard to imagine Nike as an underdog, but they were during the time this film is set. And because they earned the time and attention of Michael Jordan’s mother, piqued her curiosity, and created unique, memorable and authentic interactions they put themselves on the path to becoming people the Jordan's felt like they knew, liked and trusted. And had sales success with a legendary partnership worth billions of dollars. 

Competition, for the most part, is a healthy thing. In fact, it is essential,because it leads to innovation.Competition is also an enemy of complacency. If you are constantly and consistently trying to build a better product, offer a better service, provide a better customer experience, and so on, everyone benefits; your industry, your organization, your employees, and the end users of your product or service.However, some negative things can happen as well in the name of competition.Listen to this episode to learn how to use the competition to spur you on, to help you achieve more than you would on your own. But don’t let the competition take all of your attention. And energy. Especially if they don’t even exist.

Why in most  sales and marketing interactions are we trying to inundate the left brains of our audience with features and benefits when it's our right brains that is doing the buying? Reasons lead to conclusions and emotions lead to action. And every single buying decision we make is rooted in - and driven by - emotion.Here are some tips and takeaways for creating those emotional connections.   

There is a direct connection between how we use our voices and how the world views us. Your voice is a signature, a unique and powerful part of your professional identity and brand. Research shows 38% of messages are processed based on your tone of voice, your delivery, making how you say something more important than what you are actually saying. Does your voice enhance your image - or undermine it? Get rid of upspeak, and you'll avoid having other people wonder, “Are you asking me or telling me?”

The day I interviewed Tom Hanks for the hit film Forrest Gump he did 64 back-to-back, five-minute television interviews at the Four Seasons Hotel in Beverly Hills. Although I was fortunate enough to be in the first group of 10, I knew if I was going to have a unique, memorable interaction with the Hollywood star I would have to be different, get him to put down his script, and take him off “autopilot.” Research shows that from moment to moment, all of our brains are set to run on autopilot. Which you will find out in this episode is both good - and bad.If we are going to be successful in our sales and marketing efforts, we have to cut through today’s buying clutter, having authentic, unique and memorable interactions, creating emotional connections quickly, and laying a solid sales-forward foundation.That is next to impossible if we are on autopilot. Our audiences too!

STORY = information, knowledge, context and emotionWhen facts are so widely available and instantly accessible, each one becomes less valuable. What begins to matter more is the ability to place these facts in context and to deliver them with emotional impact. So stories and sales go together! 

Do you want the good news first, or the bad? The good news is, it has never been easier to reach large numbers of people. The bad news? It has never been more difficult to actually connect with them. And creating emotional connections, quickly, as in seconds, is vital if we are to earn someone’s time and attention, and eventually, their business.However, research shows that over three-fourths of our sales and marketing messaging consists primarily of bombarding our audience with large amounts of infill and information, features and specs.  That is not going to put you on the path to persuade, move, convince – and sell.Here’s why. It’s not the way our brains work, the way we are wired.  You see, reasons lead to conclusions, while emotions lead to actions. And every single decision we make, including every buying decision certainly, is rooted in – and driven by – emotion.So if you're trying to create behavior change, i.e., get somebody to do something, that happens by speaking to their feelings and creating an emotional connection. 

When I asked actor Jack Lemmon during the Glengarry Glen Ross Hollywood press junket why he was still making movies, his reply surprised me, and certainly piqued my curiosity.  "Because I still find romance in a loaf of bread," was his reply. In this episode of the 3 Second Selling podcast find out what he meant, and why we should all aspire to be - and hire - people who similarly find romance in a load of bread. 

There is about an 80-percent chance there is something fundamentally wrong with your marketing. It’s flawed because it’s about you, not them (your prospect or customer), because you’re the hero of your own story, and because you don’t demonstrate value. The result is you push and publish a bunch of content that isn’t relevant to your audience. And that costs you an opportunity to show up differently in a crowded, cluttered, competitive marketplace.In this episode I'll talk about how to fix that so that you can quickly create emotional connections. Why when we read or hear a bunch of facts, only certain parts in the brain get activated. And how telling stories activates other parts of the brain and puts our whole brains to work.Another way to make your marketing more relevant is through value creation, or creating a contrast between what is (your customer’s world without your solution), and what could be (their world, improved, with your solution in it).

When the average American adult is subject to between 6,000 and 10,000 marketing messages every single day,  we can safely say it is an incredibly cluttered, crowded, chaotic world we live in, especially when it comes to cutting through the clutter with our marketing and messaging. And the clock is always ticking. In fact, Google says we only have between 0.05 milliseconds and three seconds for someone to make the decision to engage, and learn more about us, our products, our company, our content, our ideas, or click away. You certainly wouldn’t know that though, by the way most calls, meetings, presentations, pitches, speeches and even conversations are conducted. Or by much of our content.  In this episode, 3 Second Selling author and speaker David Gee will tell you how to solve our most difficult marketing challenges, and how to increase your sales and marketing success by skipping the small talk.

There’s no doubt that AI is one of the most discussed - and debated - technologies of our days. Though the way companies are utilizing it today may be new, but the technology itself dates back decades.In The Business Case for AI: A Leader's Guide to AI Strategies, Best Practices & Real-World Applications, Kavita Ganesan calls on her more than 15+ years’ worth of experience in the field to address why businesses are slow to adopt AI and effective steps to take during the research, implementation, and deployment processes.Having delivered successful AI initiatives for multiple Fortune 500 companies, including Microsoft, Verizon, and eBay, she speaks to the backstory of AI, how it can best be used, and how it could be misused now - and in the future.

Words bear enormous power. They have the capacity to build up or break down. To persuade or dissuade. Connect or disconnect. Words can form wonderful pathways of understanding in our souls, giving us the capacity to change. They can open us up to new truths. They can impact our moods, and sometimes the direction of our lives.Yes, words matter. The words we have running through our minds – and out our mouths – determine how we see ourselves and our world and how the world sees us.In this 3 Second Selling podcast I'll detail some research about how words can change your brain - and quite literally your reality.I also talk about a personal experience I had at a movie theatre near us recently where there was a war of words so to speak. I call it brawl at the mall. And then I finish up with some journalistic advice about how not to bury the lede. Or lead. Become your own language coach and create the vision you want for the world.   

Does your typical sales and marketing messaging sound something like this? "We offer cutting edge technology." "We feature best in class service and support." "We have the best people." "We are the market leaders. "We are the fastest." "We are the cheapest." “We are the ______."Most of our customer communication is about us, our company, our solution(s). Don’t “we" "we” all over your customers and miscast your company as the hero of the story.We often forget that the point of all marketing is to get somebody to DO something. We accomplish that by making our marketing more relevant. Be customer-centric, demonstrate value and show up differently. It's about them, not you.In this podcast episode I'll explain the "you" to we" ratio.Tell you why the customer is the hero of the storyExplain the Disney structure of storytelling and how we apply these storytelling principles and structure to engage our audience and create a competitive advantage?Read some "before" and "after" copy.The stakes are high when it comes to sales and marketing stories that get - and keep - someone's time and attention.In fact, over 90% of what people think of us, our products, websites, ideas, etc., is determined in the first three seconds. So there's not much time to create an emotional connection and lay a sales-forward foundation. And that is something we must do before someone will do business with us.Here's a summary of takeaways to make your sales and marketing messaging more relevant:·       It’s about them, not you·       You are the mentor, not the hero·       Translate your story into your customer’s world·       Make your customer the central character·       Use “You” phrasing instead of “We” at a 3:1 ratioThe good news is it has never been easier to reach large numbers of people with our sales and marketing messages. The bad news is it has never been more difficult to connect with them. And we must create emotional connections – quickly – if we want to earn someone’s time and attention, and eventually their business.You'll never accomplish that with messaging that we we's all over your customers and prospects.

The biggest battle anyone for anyone in sales or marketing today is for the time and attention of your audience. We are all subject to thousands of marketing messages each and every day, and it is hard to cut through the clutter. To top it off, research shows about 93% of what someone thinks of us or our messages are determined in 3 seconds. Or less. Daunting, isn't it? I'm David Gee, and I have a platform called 3 Second Selling™ that teaches people how to show up differently, immediately demonstrate value, and put yourself on the path to becoming someone people know, like and trust. Because that's who we do business with!