It’s not a cold hard world: it’s just a very busy one. You know it firsthand: a dozen things compete for your attention, and you have only so much attention to give.

So you must know that your prospects have only so much attention to give, too. Give them some powerful reasons to listen to you, or they will give you ear service. They may listen, but they will not hear.

Your greatest competition is not your competition. It is indifference.

Many service marketers know this, but few act on it. Instead of talking about the prospect and what she needs, these marketers talk about their company. Instead of showing what they will do for a prospect, they strive to show how good their company is. Instead of speaking the prospect’s language, they speak their own.

The prospect is thinking, “Me, me, me.” Unfortunately, the marketer is thinking that too. The two fail to connect.

Few people are particularly interested in what you have to say. People are interested in themselves. Until you realize that, you will be beaten badly by your toughest competitor: indifference.



Source:
Selling the Invisible, by Harry Beckwith