Are You Adding Value?
Are You Adding Value?
This question is the answer to so many ‘unknowns’. Ranging from -
“They won't call me back or answer my texts” to
“I can't get another meeting with that person” to
“The CEO doesn't seem to have enough time to sit down with me” to
“'Bob won't meet me for happy hour anymore”
There are always multiple dynamics in play when dealing with the phenomena of human beings. We’re complicated and have a lot going on. We become (as it should be) particularity complicated when you’re asking to utilizing our most valuable commodity of all - our time.
For this reason specifically, when it comes to sales (in any regard), your value add proposition is the most important factor.
Why?
It comes down to status. Call it social status or professional status, it's a status play.
For a person with lower levels of status, it's harder to get access to higher status people. Easier to talk to a field engineer than the CEO of a Fortune 500 company. Easier to get the sales rep on the phone than the founder of the company. Easier to talk to an extra on the Game of Thrones set than trying to get ahold of Sansa Stark. (Sophie Turner seems like a legend, btw.)
When you become successful, wealthy, or famous, (insert word here) doors open up that otherwise would not. This makes their time more valuable simply because they have access that the majority of the population does not have. It doesn't mean they think they're better than you, but, it does mean it'll be harder than usual to add noticeable value to their lives.
The higher you climb on the social or professional ladder, the tougher it is to gain access.
There are a few reasons time gets more valuable as you ascend the ladder of success:
1 - Success compounds. Much like the Flywheel Concept from Jim Collins, once you start to gain momentum, the leverage from building whatever it is you had been working on begins to compound, and results become extraordinary. This means your time is valuable and you spend it wisely. Doors and opportunities open up to you that are not available to most people.
See - Social Media Influencers with a large following, Founders of Technology startups, Warren Buffet’s Net Worth
2 - Freedom. When you're in a position of power and leverage, you have more freedom. You choose what you want to do, when you want to do it, and who you want to do it with. You have the final say in how you spend your time, and you spend it wisely, or at least on exactly what interests you.
3 - Optionality. Generally, people who are successful and ascending the social/professional ladder, or are already in a position of decision-maker, have OPTIONS available to them. They are not backed into a corner, with no way out. In fact, oftentimes it’s just the opposite. Often times, they’re being flooded with requests from people and companies just like you. This makes your value proposition that much more important/critical to be keeping in mind and demonstrating during every interaction.
Scott Adams has coined the moist robot theory for human beings. Think about your life. How much of your time is spent doing what others are telling you to do vs. choosing how you’d like to spend your time? Be honest. We talk about this deeper in the post, being caught in motion vs. taking action.
People of high social or business status are not moist robots. Keep this in mind when trying to engage.
Now, back to the topic of this thought at large, Are You Adding Value….
If you’re unable to get a meeting, a sit-down or feel as though you’re being blown off, it's because the other party does not understand your value proposition.
they do not understand what information you could bring them
they do not see value in your network
They do not think your company can benefit them in any substantial way
they don’t believe you could improve their current circumstances
This is why you have to focus on making sure you highlight the reasons WHY they NEED to meet/work/interact with you.
Is there something new in your portfolio that will be attractive to their business?
Has there been a paradigm shift technology-wise that is unique in the marketplace?
Are you offering them early access to information that will have an impact on their world
Will you be able to introduce them to people they otherwise would not have been able to meet?
Is there an experience/event you are going to be a part of that they otherwise would not have access to?
Are you helping them solve a major problem?
There needs to be something that stands out as valuable for your meeting. (or in their eyes, the time spent interacting with you).
Why are you there? What value are you bringing to the table? How are you helping them or their situation? If you can’t clearly articulate that, you’re wasting their time. (and frankly, yours)
Noah gets it!
The TV show Billions makes this dynamic abundantly clear. (Worth watching if you're not familiar.) It's about power brokers in New York City, a couple of them hedge fund managers, a couple of them high ranking government officials. Though exaggerated, favors are the amino acids of character interaction. Everything comes down to a favor someone can do for someone else.
If you are not in a position to add any sort of value, you're not in much of a position of power, are you?
Professionally, this mindset has been monumental in my approach when trying to land appointments with big-name companies or higher ranking business people. (Think Fortune 500 companies and CEOs/Owners)
With companies and people of this magnitude, it's usually tough to get in the door. When you run into this hurdle, you need to think smarter and be operating at a high level, because you're in the big leagues. Ben Horowitz compares this type of dynamic to being a street fight vs. being in the ring vs a heavyweight boxer. Make a mistake in the ring, and you're looking at KO.You’re not going to have another shot.
Put yourself in your target's shoes. WHY are you there? What value are you bringing to the table? How does your solution improve their business or make their life easier? If you can’t clearly articulate that, you’re wasting their time. (and frankly, yours)
Be dynamic! What edge can you offer that they currently don't have? Can you work your network to get some sort of warm intro? How does your current product or solution make their lives easier? Save them money? Focus in and make that your mission. What services do they NEED that you can provide? Make it about them - not about you.
Focus on adding value - anywhere and everywhere - and watch how your life changes.
Action item:
Regardless of your current circumstance, no matter the situation, figure out what your unique value add is. Before any meeting or interaction you have, be sure you are focusing on your particular area of value add and make it known to the person on the other side of the table.
You’ll be amazed at how quickly your life advances.
Cheers to your continued success! As always, follow itschriskeith on Twitter for more regular updates!