What the heck is “Fluency”? How does it deliver the win? Fluency (a psychology term) indicates how easily people read, understand and interact with something. The more something is fluent, the more we like it and judge it to be good.
If it’s unappealing or confusing, we think “BAD”, no matter how good it actually is.
It’s important that prospects experience fluency with everything about you or the gut reaction may be: I don’t like this, I don’t want this!
A new CRM search delivered this reality powerfully. The most fluent won with:
- Fluent Presentation: Pleasant & appealing
- Fluent Interactivity: Easy & accessible
- Fluent Deliverables: Relevant & practical
How easy, relevant, appealing and fluent are things your prospects and clients encounter? Consider your:
- Tag-Line
- Website
- LinkedIn Profile
- Print Marketing
- Prospect Initial Meetings
- Client On-Boarding
- Client Meetings
- Client Communication
Refine to make as fluent as possible!
In case your curious, here’s what happened with the CRM. The most popular and robust CRM failed because all three fluency measures were awful. The cheapest, with most relevant deliverables, failed because the presentation and interactivity were dreadful. The winner, an upstart in the CRM world, has the most fluent presentation, interactivity and deliverables.
Fluency delivered the win over everything else.
