Point one: I was speaking to a senior exec of a high-tech company in Israel, where sales have fallen off just recently. And the top management is asking everyone how they are going to find a way out of the trough.

Point two: I have been asked to help two Facebook campaigns, where so far the results have been minimal, at best. What to do?

Well, a lot of the discussions have centred around what is the market, new trends and target groups, who is doing the selling, etc. However, as a business mentor, I often try to present potential solutions in a graphic or pictorial manner.

I have come across two excellent sites on this subject. The first is supplied by The Hinge Team, who offer a technique to turn ‘buyers into believers’. It is interesting that the starting point of their Infographic is that often sellers provide the wrong solution. Yes, sure, there is a major chapter as to why selling is all about building relationships, nothing new there. The Hinge research revealed something far more fundamental.

What we found was an utter failure to see the marketplace in the same way…….we noticed substantial gaps between the way the
two sides perceived and understood key issues.

That is a statement which I urge all involved in sales, directly and indirectly, to think about and then to internalise.

Next up is Jonathan Gabay, an international branding expert, who forwarded to me a fascinating presentation titled “The secret psychology behind persuasive content.” Although this is more aimed at those teams using social media, slide 15 summarises the same points above.

Yet it goes further. The central slide is number 42: “Be Audacious”. Offer the reader something which is of value. And how? Through being provocative and bold, while making sure that you can deliver.

What is curious is why experienced management cannot always see through so clearly to these key starting factors? Time for another infographic.