The challenge for every business today is NOT just more sales ... the challenge is greater relevance!

Sales are a function of relevance. The more specific the overlap between your product or service and the buyer's need, the greater the likelihood you'll close the sale.

When a buyer is considering a product or service there are two questions they are trying to answer. Will this work? Will this work for me?

They have a need to know that your product or service will be completely relevant, specifically for them. More particularly, they need to know that your product or service will be more relevant to them than any alternative available to them.

Selling through things like feature and benefit positioning, consultative selling and using client testimonials will work BUT your communication needs to do more than just tell them that you're relevant - it must SHOW them that relevance.

In our world we create powerful visual models that put the buyer right at the centre of all that we do.

As the model is unpacked, they keep seeing themselves at the centre of the model. It's as though the model was built just for them.

I'd love to know, what deliberate tactics you employ to create compelling buyer relevance during the sales process?