Why content doesn't close deals, conversations do

So we're going to dive in.

This is really cool.

What we're focusing on, and Jason, you had this really cool line in your email that you sent me, content doesn't close deals, conversations do.

Correct.

Okay, so let's start off.

What do you mean by that? What's the premise? Where did this come from?

So, you know, in my experience, enablement at any level, at any company, they really need to partner with marketing, you know, business development.

And we know, especially in the med device world, that we're heavily regulated and you just can't create a marketing, you can't create marketing material collateral and just go, here you go.

It takes sometimes months to get a pamphlet approved.

And then oftentimes they'll just put it out there and say, okay, here's a new piece on how to sell this widget.

But if you don't teach them how to sell to that or speak to that, it's all for nothing.

So what is the message? Who's the customer? What's the target? What is the call to action? And that's so important.

So in the world that we live in, conversations close deals, whether it's 30 seconds or five minutes.

And I think you'll agree that oftentimes conversations don't happen planned.

They happen in an elevator conversation.

They happen in a hallway.

And if you think about data and articles that are written on this topic, there's an article in Harvard Business Review called The Art of the Elevator Pitch.

And what they say is that Hollywood screenwriters, they walk into a room, you and I are producers, we're investors.

Those people will know within five to 10 minutes if they're going to invest in your project.

So the message, the conversation is important.

And that Harvard Business For You article on the art of the elevator pitch, that applies to everything that we do in our lives.

Whether you're selling a computer, a software, retail, manufacturing, bed device, those investors, that customer is going to know in the first couple of minutes if they want to listen to you or not.

And again, data from like, there's challenger selling that says customers are looking for two things.

They want an insight and they want differentiation.

The insight is something they didn't know about their business, you're going to teach them.