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The essence of being overt is to be clear and assure your prospective customer understands exactly what you want them to understand about the benefits, difference, and reasons to believe in the outstanding value of your offering.
In my business I see a lot of customer communication materials. Unfortunately, I see too many customer presentations whereby you finally understand what the company does and what benefits they deliver to their customers somewhere around slide 7 of a way-too-many-slides presentation.
No long ago I was leading a sales and marketing meeting, discussing with a management team the launch of a new product line. We were reviewing the new product's positioning, competitive environment, pricing methodology, and sales collateral. While reviewing the customer presentations I noted there were continuous questions:
"What does that mean?"
"What do we mean by that?"
"What are the keys things I should say about this slide?"
"What is the point we want to make on this slide?"
As these questions were asked several times it become obvious..."Why don't you just say on the slide what it is you mean and what it is you want the customer to know about the benefits they'll realize as a result of employing your solution?" The question was simple enough and left the meeting participants looking around the room at each other.
It's amazing the positive impact you can have on your sales efforts by simply communicating with your prospective customers clearly and directly about the value you offer. To greatly impact your revenue there are really only a few things you have to do...
Don't Make Your Customer Translate Your Offering into Something They Value - A huge mistake in marketing and sales is to unwittingly make your customer translate everything you say into something they value.
Regardless of your market, customers of all types have similar buying processes. Customers evaluate you offering by first asking themselves two questions - "Why do I need this product/service? What do we get (benefit) out of using it?" No matter what you say, write or present; this is the first and only thing going through the mind of a buyer.
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