One of the biggest problems that sales and marketing teams face is delivering a message that receives a response.  Any response.

It doesn’t matter what you are selling, presenting, or the results that you were trying to achieve; if you can’t get a response and start a conversation, you are wasting your time. Your marketing is just a waste of money.

Your sales plan is a fruitless endeavor.

The fact is that almost any sales person can get the results they want most of the time if they are part of the right conversation. With the right conversation, closing a deal or building momentum around a partnership is just a matter of time and priority.

All too often our business messages are about what we do and how awesome we are. We talk about ourselves as if we’ve found the Holy Grail of our industry. And that’s just not likely the truth.

More importantly, what the person on the other end of the conversation hears and feels and sees is arrogance and selfishness and impersonal coldness.  Now, you can deny that creating those emotions was your intention. You can explain how “they should have interpreted” your message. You can defend and “cry foul” that everyone around you is stupid.

But the truth is that your message needs an overall.

You need to rethink the conversations that you are creating. You need to take a moment and change your story.

Are you changing the world or just trying to make another quick buck? Is the solution you’re offering able to heal the hurt that so many feel from day to day?  Can you make the pain go away?

If it’s all about you all the time then your idea isn’t big enough or worthy enough to make you successful.

The truth is that it’s hard to care about you when most of my life is spent caring about me. So care about me too and I’ll care about everything you wanted me to care about all along.

Because your conversation changed.

Your message was about me and not about the cold academics of how smart you are or what you’ve accomplished.

The success or failure of everything you do as a company — as a leader and as a person — comes down for your conversation.

Perhaps a better way to explain this is by simply noting that if no one is listening to what you’re talking about is your conversation worth holding onto?  You have nothing to lose thinking of others.

You might be surprised at how much more affective you become when you become more caring.