When you want to stop saying irrelevant stuff
During the past few years, many people have tried to sell me things that I don’t want:
- Cars – I can’t drive.
- Bad debt insurance – our customers pay in advance.
- 3D glasses – I’m blind in one eye.
- Haircuts – I’m bald.
They all had persuasive messages. For somebody else. But the right message to the wrong person is the wrong message:
A company I know well has worked with some of the world’s leading brands for many years.
They recently pitched to help deliver a global, one-off, three-day event. Their key message was their uncanny ability to build long-lasting relationships.
They lost the pitch.
The reason? The customer said “our event only lasts three days. Your long-term relationships are irrelevant”.