Read About Perspectivity on VoyageDallas.com!

Earlier this month, my interview with VoyageDallas.com went live on their site. In our chat, I got to share a little bit of my story, how Perspectivity came to be, how amazing it is to be co-running this business with my wife, and a few other tid-bits. VoyageDallas is a new and flourishing digital magazine that focuses on highlighting what’s happening in the Dallas community. Tasha and I were honored to be featured on their site, and if you’re looking for something to do in Dallas, or maybe a little local inspiration, give VoyageDallas a look. Enjoy! -Brian WIlliams   VD: Brian, can you briefly walk us through your story – how you started and how you got to where you are today. BW: I graduated with a Computer Science degree from Texas A&M, which is where I met Tasha, who also has a technical degree from A&M. I then worked for many tech companies, mostly in Silicon Valley. Companies like Cisco, Nortel, Motorola, and Ericsson and several other tech startups. I was in Software Design/Test, then Technical Marketing, and finally Technical Pre-Sales. My last corporate position was Head of Global Business Strategy, which was a technical pre-sales organization. After 12 countries and 20 years, I began to see inferior technology win against superior ones, because their sales pitch or sales messaging was clear, compelling, and concise, but that’s very difficult to tech organizations to accomplish. I saw this problem over and over again, sometimes surprised, other times frustrated, but the problem was the same. I have a strange combination of technical skills and competence, but I also like people, presentations and effective communication. So… I saw an opportunity. I left corporate America, and started Perspectivity. A sales messaging and consulting firm that works primarily with technology companies. Our clients include AT&T, Cisco, and Citi, but we also work with many small businesses. Our 6-Step system is one that simplifies a rather complex process, clarifies complicated products or services, and increases revenue. VD: Overall, has it been relatively smooth? If not, what were some of the struggles along the way? BW: A smooth road…. LOL! Said No Entrepreneur…EVER. Struggle #1: My first partnership was a disaster, just like the stories you’ve heard about not having partners or being VERY selective, that was me. It was a train wreck and I would advise anyone considering a partner, please read the Partnership Charter by David Gage. Save yourself the pain. I should have known I was in trouble when I recommended we both read this book and pay for their assessment, and he didn’t want to do either. Struggle #2: Once I survived that ordeal, I was off on my own, then later joined by the best business partner I could ever have, my wife! The business began to grow but my money management and tax planning skills didn’t. What a pain this was, having to do all accounting, invoicing, payroll, saving, taxes, 940, 941, W-2, FUTA, SUTA, what the what!! It was crazy. I now have two companies that do all of the above and more, and I love them for it! VD: Alright – so let’s talk business. Tell us about Perspectivity Sales Consulting – what should we know? BW: We help technology companies grow revenue by clarifying their sales messaging by implementing our 6-Step system inside of their sales and/or marketing organization. We specialize in creating effective sales messaging, sales pitches, sales presentation, and effective sales conversations so your target market will Believe, Buy, and Bite (can explain later). We are known for our unique ability to understand technology at a deep level, and also understand sales and people at the same time. We then created a 6-Step system that makes you appear that you have the same set of skills, not just one or the other which is most typical. We are most proud of seeing clients go from struggling to succeeding. There is nothing more rewarding and more sad at the same time, because that means we’re done and have to leave them! What sets us apart. The power and simplicity of our 6-Step system and how much time we’ve spent on creating an online university, a book, and a process that is sensitive to the science of how adults learn and the psychology of how they make buying decisions. VD: Any shoutouts? Who else deserves credit in this story – who has played a meaningful role? BW: My biggest support, cheerleader, teammate and super smart business partner is my wife. She has skills that I don’t and we compliment each other well. She sees what I can’t see and has a very high emotional intelligence (EQ). She has this naturally but has also been trained and certified. She understands people and what makes them tick, and what shuts them down. So she is responsible for helping teams function more productively by understanding each other better. She also handles all Client Care. It’s her unique ability to hear and respond to their needs with precision that makes them feel loved and supported by our company. She also co-wrote our first book and at this point, she is a fully qualified CEO (Committed to Exceeding Obstacles) because she has gone through some tough times, but has always believed and supported, I owe her dearly and have a specific plan on how I will repay! ...

What Do Warren Buffett, Aluminum, Bottled Water, and Ernest Hemingway Have In Common?

What do Warren Buffet, aluminum, bottled water and Ernest Hemingway have in common? All 4 can teach us a powerful lesson in how to sharpen our communication skills. Lesson 1: Warren Buffett Prioritize Your Communication Skills   Warren Buffet said that the number one skill that any of us can have is effective communication skills. Why would he pick communication out of all the other skills? I ask you the exact same thing. As it relates to your plans and goals, where do effective communication skills rank on the scale of your priorities in your business? Think about your business presentations. Are you still opening your presentations by telling people what your company is and how great your products and services are? Are you still using Power Point? If so it might be time to take a look at your communication skills and the tools you use to communicate. ...

Crafting Audience Profiles For Your Sales Pitches

You’ve probably heard of “consumer profiles,” and while those can be incredibly helpful as well, the article and infographic below are about “audience profiles” When we make a presentation or sales pitch, we are conversing with an audience. What does this audience look like? That’s what we’re talking about here. Enjoy! There are few things more important to the sales messaging process than the creation of an audience profile. Though this is just one piece of the 6 step system, it is foundational to the overall message you’re crafting. You have to be clear who you’re speaking to in order to achieve your intended goals. Once created, it should be continuously updated to reflect the dynamics of the audience you will present to. I’ve identified 10 elements that should be considered in order to create each audience profile. To help you get started, check out our graphic below for 5 questions that will help you formulate 5 of the 10 key elements. How To Craft Audience Profiles   1. Define the Meeting Purpose Before conducting a meeting, it’s imperative to ask yourself why the meeting is being held. This will give you a clear understanding of your goals and purpose, thus making it easier for you to create a sales message that is hyper focused on the issues at hand. 2. Define Your Target Audience Who exactly would you like to attend this particular meeting? This is your target audience. Write down their names and send them an invitation with adequate time to commit. 3. Set the Date, Time and Location Though this step seems like a given, the thought that goes behind it is often overlooked. After defining your target audience, decide the best place to meet that will assist you in achieving your desired outcome. Your office may not always be the best place, so consider other possibilities. Do so by carefully considering the attendees and decide the most strategic place of operation. When choosing your venue, take the time to also decide a date and time that makes it easiest for them to attend. 4. Envision the Outcome It’s crucial to define your desired outcome long before the meeting or presentation takes place. Do you want those in attendance to schedule a follow up meeting? Agree to hire you? Decide to sign a contract? No matter what the end goal, consider in advance what you can do to specifically tailor your messaging around your desired result. Remember! Success is never accidental. 5. List Your Allies Think of those who will be in attendance and make a mental or physical list of who will most likely agree with the solution or ideas you will present. These are your allies. Make a point to speak with them before the meeting to ensure their buy-in. And while you present, make eye contact with them often. Positive feedback and support from your allies can be your best marketing campaign. Enjoy Success! The audience profile is an important tool to help clearly identify the prospect, their critical issues and concerns and who the decision makers are. Don’t forget! The decision makers need to be in the room. And remember, this is only the first step in designing an effective sales message. Using an audience profile, though, will keep you focused, prepared and ultimately, facilitate your success. By building profiles, your focus remains on the most important people in the room: your audience.   ...