A journalist asked the infamous Willie Sutton, “Why do you rob banks?” and he answered, “It’s because that’s where the money is.” Another journalist asked him, “Why do you rob banks with a machine gun?” and he answered, “It’s because they won’t give you money when you show up with a great personality.”
The story of Willie Sutton and his responses to journalists offers valuable lessons for businesses and marketers. Much like Sutton targeted banks because they were where the money was, it's crucial for businesses to focus their messaging on the audience most likely to be interested in their product or service. This highlights the importance of identifying a target market and concentrating efforts on reaching it effectively. Sutton's consistent use of a machine gun to achieve his goal also underscores the value of straightforward and consistent messaging, which helps build trust and credibility with an audience.
Nurture and give
Why are brands with clear and consistent messages far more likely to close the sale than the ones who pursue a matrixed approach?
Brands with one major promise are far more likely to be successful because they focus their efforts on discovering the most important thing that the buyer is concerned about. And I think the odds of winning the sale are far higher if you focus on that one thing. Framing your message takes discipline and it’s important to take a courageous strategy. You don’t necessarily have to give people more information, just help them to solve their emotional needs.
What is the right approach to account-based marketing?
The job of a salesperson is straightforward. The job is to listen to understand what is the most important thing that the buyer wants and then help them achieve it. Values will get you through the door; risk mitigation will get you the deal.