It’s About What You’d Expect (Issue 727)

In which we are reminded that bold is better.

An entrepreneurial friend, mid-stream crafting a new website for his software development company, asked me to review his marketing consultant’s draft for the first page of the company web site.

“Sure, happy to,” I replied, always eager to edit, and I began reading:

Let’s face it: There are a lot of sales software programs on the market. So, what makes us the right partner for your customer relationship management needs?

At PeaGreen Software, we understand that your time is valuable and you want results fast with sales software that is simple to understand, absorb, and apply. You want to build relationships with clients, not follow watered-down sales processes. Your path to becoming a high performance sales organization starts with our software.

When you’re choosing the right sales force software, you’re not looking for a one-size-fits-all solution. You want custom-tailored systems to fit your team’s specific demands. We provide the software you need – within your timeframe and crafted to your specifications.

You’re looking for a software partner you trust, and we provide years of experience and insight. Whether you’re building a brand-new sales team or improving the way you currently operate, PeaGreen is here to help you every step of the way. Our experts have years of experience, and it’s all at your disposal.

“What do you think about this?”, I asked him, thinking, “…and HOW much are you paying for this?”

“It’s about what you’d expect,” he replied, sighing.

Yes, it IS about what you’d expect. In fact it’s so “what you’d expect” that, with little massaging, the four paragraphs could be used for almost any company Try substituting your company’s name and products into those four paragraphs. Voila! You’re repositioned, just like new!!!! Standing out from the pack. (Not!)

And, we sales people use this stuff in letters and emails to our prospects. And, it’s about what they’d expect.

The biggest challenge we face is to differentiate ourselves from everyone else – to create a passionate following among customers who have too many choices. How do we create that kind of following?

Borrowing a thought from the eminent poet and marketing consultant, Robert Frost: “Freedom lies in being bold!”

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