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The Jelly Effect: How to Make Your Communication Stick Kindle Edition
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The premise is good... Andy became a great communicator because he learned to explain things with clarity to his blind mother necessitating the removal of what he describes as "Jelly" from communication and focusing solely on what is important. Early in the book, this is supported quite well but diminished as I was drawn into the Networking and what Andy calls Afters (what you leave your client with). Once into the main body it became a bit standard Sales approach with new acronyms being the only differentiating feature. And the Presentation part... seemed to have a fair amount of Jelly.
Overall, a nice book that is an easy read, that won't do you any harm and might do you some good on Networking in particular. But it is a book on Sales not Communication.
PS. Probably worth 4 Stars as a Sales book.
Earlier this year I read a wonderfully helpful book by Andy Bounds (@andy_bounds) called “The Jelly Effect: How to Make Your Communication Stick”. This last week I decided that another read would be beneficial. The most important lesson from this book for me was the concept of “the Afters.” Andy writes that “audiences don’t care what you say – they only care what they are left with AFTER you’ve said it.”
This approach, simple as it may sound, really made me think about the way I present to customers. I typically do what I have always seen others do, and I thought that this was simply the unspoken rule: start your presentation with all the boring facts about the age and size of your company, list the products and services you offer, and conclude with some references (why we think we are really great, but we feel better to have our customers say it).
I have often concluded my presentations experiencing that awkward silence followed by “now do you have any questions for me?” or even worse: the slide that reads “Thank you for your attention.” Now what? What are they supposed to do? I have just flung jelly at them – and hopefully they found it interesting – but there was no call to action. My audience is left simply with a feeling of having received some (hopefully very interesting) information. “Ok please leave us your brochure and business card. We will be in touch.” Yawn…. like that will happen!
What was my audience waiting for? They were hoping to see how my company’s products and services would add value to them. It’s all charming for them to utilise my company’s services (I have sales targets after all), but when we are done, when we are gone, when the invoice is delivered: what would they possess that they did not have before they engaged with us? What will they have AFTER they utilised our services?
This really made me think. I want to take our stock-standard company presentation and turn it inside-out. All the boring blah-blah facts about our size and history can be found on our web site or in the brochure I will leave with my customer. Why repeat it? Is it possible to start with a “let’s cut to the chase” approach? “Dear Mr Customer, at the outset of this presentation, allow me to explain to you the benefits you will gain from an engagement with my company….”
All good advice and presented in a fairly clear format. By about halfway through the book the repetition becomes a bit tedious.
I would recommend this book to anyone in sales or customer contact.
The common sense approach will have an effect even if the reader bails before completing the book.
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