3 “So What” lessons from this program
How the “So What Filter” can land you new business
Imagine if you sat through an investment salesperson’s presentation and it sounded like this:
“My company was founded in 1858, and we now have more than 5,000 employees worldwide. We also recently won a customer satisfaction award…”
Boring and meaningless, right? But haven’t you heard people talk about their companies that way?
Now, see how different it is when the “So What?” question is answered:
“My company was founded in 1858. That’s important because we’ve survived recessions, depressions, earthquakes and more, and we kept every promise to our clients.
“We have more than 5,000 employees worldwide, which makes us big enough be a serious player, but not so big that we don’t know who you are.
“We won a customer satisfaction award. The reason that’s important to you is because your calls will be answered with 30 seconds, you’ll talk to a real person, and that person will usually know the answer to your question the first time.”
Can you see how much more persuasive you can be if you use this approach to connect what you offer to why people should care? Listen to the full interview to see how this transformation helped Mike land more meetings and how it could help you grow your business.
Answer these 3 questions and you’ll be more persuasive
In the program, Mark introduced us to the “So What Matrix,” a set of three questions. If what you say answers these three questions, your message will be more convincing.
1. For What? Explain why you’re giving the presentation.
2. So What? Explain why what you’re saying is important to the listener or reader.
3. Now What? Explain what happens as a result of your presentation.
The magic formula for answering, “What do you do?”
This can also be used to tell people what your web site does or your company does or anything else.
It’s a simple, 2-step formula.
Step 1: Get their interest by asking the question, “Do you know how [insert undeniable problem here]?”
Step 2: Explain how what you do answers their problem, by saying, “Well, what do is [insert your compelling solution].”
Here’s how one person used this formula:
Mark: What do you do?
Floyd: Do you know how many people don’t like the process of buying a new car because they don’t like dealing the salespeople?”
Mark: Yes.
Floyd: Well, what I do, for $295, is take people through a 15-point process designed to help them determine the exact right car for them, and then I go with them to the dealership to negotiate the best price.”
If you listen to the full program, you’ll see how well Floyd’s technique worked on me. Mark gave me an unexpected quiz to see if Floyd’s message stuck. You’ll also see how YOU can use this formula to make your message memorable.
Full program includes
– Learn how YOU can design a memorable answer to “What do you do?”
– See how YOU can make yourself so memorable that people will tell others about you and what you do. It’s a simple process and you’ll see Mark use it in this program.
– Hear how YOU can get people to say, “I like it. I want it. I’ll buy it.” about what you’re selling.