014: Kevin Daum - ROAR! Get Heard in the Sales and Marketing Jungle
Kevin Daum is an award-winning and bestselling author of 5 books. He is a marketer, speaker, and columnist for Inc.com and Smart Business Magazine. On this episode, Kevin and I dive into one of his books, ROAR! Get Heard in the Sales and Marketing Jungle. What does ROAR mean and how is it useful?
Kevin says the idea behind ROAR came from seeing so much noise in the marketing space and how advertisements and other marketing pieces would all just fall so flat. Everybody has a story to tell and most people simply do not care.
However, with ROAR, Kevin addresses two of the above issues. The first one speaks to how you can tell your story in a compelling way. You may have fantastic ideas for the world, but the reality is the world is not about you. Boasting about how great you are will rarely generate good results. However, telling a great story has to start with empathy. What is the pain that you're solving?
There are three core emotional motivators people will buy on: logic, greed, and fear. The most powerful of those three is fear. The weakest is logic. A perfect example of this is our current presidential election. How are the candidates selling? They are selling fear.
To achieve massive growth, it's not about the customers you currently have; it's about the ideal customers that you want. When you've found the optimal customer that you're looking for, what is their pain that you have yet to address? If you're able to communicate that pain to them on the level of empathy, that becomes a magnet to them.
Once you've gotten your ideal customer to realize they have a pain point and they have connected to it emotionally, the next step is to address that pain point objectively. What is the solution? When you present it objectively, it starts a conversation. Do not try to sell the solution at this point in the process, all the customer needs to realize is that there is a solution for their problem and that you have the answers to it.
What does this mean for the end-goal sale? When the customer becomes aware that there is a solution, the sell becomes an easier conversation to handle. By trying to convince them off the bat that they need your service, and only your service, their guard is up and they are unlikely to pursue you further.
Interview Links:
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Scaling Up is the best-selling book, by Verne Harnish and the team at Gazelles, on how the fastest growing companies succeed where so many others fail. My name is Bill Gallagher and I'm a certified Gazelles business coach.
We help leadership teams to get the 4 Decisions around People, Strategy, Execution, and Cash right so that they can Scale Up successfully and beat the odds of business growth success. Our 4 Decisions are all part of the Rockefeller Habits 2.0 (from the original best-selling business book, Mastering the Rockefeller Habits).
