August 24, 2016

Explain hidden processes

Getting ideal prospects to understand your value is the key challenge we all face.

The question is, how do you get somebody to understand something?

Most of the time we see the world as a collection of known, static objects. It is simpler to see the things in your life as static objects rather than complex dynamic processes. It is convenient to view the objects in the world around you as always having been there in the format you currently see them.

Everything in life is a process, given a long enough time frame. Islands rise and eventually disappear into the sea. Cities appear and disappear. Civilisations come and go.

If you want to show up in a valuable way the real challenge is to explain processes that may otherwise be hidden. Things become more enjoyable when you work with customers who appreciate the process you follow, rather than customers who are chasing shiny objects.

When it comes to the things you sell no solutions are permanent. Your customers intuitively know this and it scares them.

Most companies respond to this fear by packing their products into objects. Complex services get bundled into convenient gold, silver and bronze packages. This helps to make it feel like your services are permanent and known objects, rather than scary transient processes.

You can pull the wool over somebody’s eyes, but the process always rears its head in the end. We can run around trying to package up complex services into simple objects. Or we can treat our customers as adults, and seek to explain the underlying processes.

It’s your choice.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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