Tucker Marcom

Maximizing Your Prospect's Currency of Attention

Marketing Team - Friday, August 04, 2017

If we think of attention as currency, it represents something of a commodity -- highly valuable but limited in supply. As such, the expenditure of the currency that we call "attention" probably deserves more ... well, attention. Consider the typical one-sided sales presentation. Companies drill salespeople incessantly about the features and uses of the product they represent, and too many sales professionals become walking brochures as they spew meaningless minutia. The problem with this approach is that the typical customer stops paying attention to the presentation long before it has concluded. Why? Because their currency of attention was already spent.

Might you be guilty of being a brochure? I suspect that all salespeople violate this principle at some point. Here are three ways for you to maximize the return on investment of your prospect's "currency of attention":

1. Focus the customer’s attention on the right things. If you know your customers have a limited amount of “currency,” make sure you are directing them to spend it in the right place. Consider brainstorming a hierarchy of information points to share with a prospect. Put that list in order and then build your sales presentation accordingly.

For example, your company story might be very important to the owner of the firm, but is it really more important than a customer’s understanding of how your solution might best resolve the customer’s problem? There's a good chance your customer would rather spend their currency discussing solutions rather than corporate history.

2. Keep the message simple. Sometimes a customer’s currency gets exhausted because the message simply lasts too long, sounds too boring or seems too complex. Think about how you might narrow the focus of your message to spend as little currency as necessary on each key message.

For example, you might need to answer a question about financing, but that does not mean you should delve into the finer points of the subject. Just provide a top-level overview, confirm that the customer feels satisfied with the answer and then move on. Seek out these efficient expenditures of attention!

3. Follow the “traffic light rule.” The "traffic light rule" suggests that you have a green light for 30 seconds to talk about a subject, and your customer is likely paying attention. By the time you get to 30 to 60 seconds, yellow light -- they may stay with you, or maybe not. Once you go over 60 seconds, red light -- you’ve probably lost them.

See more from Jeff Shore, Sales Expert and Author; Founder of Shore Consulting.


Recent Posts

small business marketing customer loyalty acting, auditions, castings, roles, tucker model talent free marketing tips converting online customers reputation online branding your business marketing the holidays actors, talent, models seo search engine optimization Emotional Connections patient base jennifer tucker November marketing website marketing elevator pitch traffic light rule Hilton Head, vacation, getaways, commercial, family, resort, hilton head island, HHI hiring a marketing company commercial brand Digital Marketing modeling, runway models, fashion shows, designers, tucker talent analytics Branding Basics brand yourself october Consumer Behavior currency of attention branding agency creative execution No-Shave November marketing your dental practice modeling agency television shows, feature films, on location, hot set, production marketing tips brand messaging Halloween Marketing brand marketing, public relations, development, seasonal marketing marketing branding a small business community involvement Digital Marketing Plans model management, modeling contract, placement, model markets, development job opportunities why branding matters brand message sales presentation website revisions search engine marketing small local business work with an Agency marketing calendar branding, advertising, hilton head, lifestyle business brand, design, image, creating a clear message, redesigning current brand, loyalty free tips for improving your marketing Halloween promotions customer message be discovered, finding an agent, new faces Strategic Options marketing, modeling, communications, advertising, talent, commerical website help online advertising