Both before and after Steve Jobs' passing, businesses asked if it was possible to create a charismatic, entertaining, captivating, evangelistic company spokesperson -- a sort of Steve Jobs on demand. There are other go-to thought leaders and conference presenters such as Al Gore or President Obama during his '08 campaign that get mentioned, but most often Steve Jobs is the one named by business executives.
But when we ask, "Who do you want your 'Steve Jobs' to entertain, captivate, evangelize, and engage?" we hear, "We want to close more pitches," more often than, "We need a conference speaker to represent us."
The venue makes a difference. Studies in quorum sensing (collective behavior), situational attention, and situational awareness -- how, why, and where people focus, and how to get them to focus where you want them to focus -- prove that the skills necessary for a large audience presentation aren't the same as the skills required to pitch or close a deal.
Consider the differences of a pitch/close compared to the typical Steve Jobs or Al Gore large audience presentation:
And now for the big one that differentiates large audience presentations from a pitch/close: You're asking the client to make a purchasing decision for which they will be held directly accountable.
That Steve Jobs/Al Gore persona won't work in a small pitch or close setting. But you can still be charismatic, engaging, evangelistic, and all those other nice things that will win the client/prospect's business. Here are six simple points and takeaways to keep in mind.
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It's funny and it's sad... I'm over 45 and companies think I'm out of touch and no longer understand how to market because the internet wasn't in my high school. Yet I read articles like this one and I can't believe that someone actually felt this needed to be said. Marketers of my age know this stuff inside and out and believe me, we get the interwebs too. Next time you're looking to hire someone... try an old marketer, you just might find what you need.
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