Hey there, it’s Dave Mastovich, CEO and founder of MASSolutions, but I’m not just that. First and foremost, I’m a dad, and for decades, I’ve been a basketball coach too. Today, I want to share some insights that I’ve gleaned from these varied roles.
When asked a question, many of us have an instinctual desire to explain with intricate details. Now, you might be thinking, “Hold up, isn’t this the No BS marketer?” Well, let me explain.
Just because something seems wholly accurate to us doesn’t mean our audience will perceive it the same way. Sometimes, in our zeal to provide context, we overcomplicate things by offering too much information. I’ve seen this play out in my roles as a coach, leader, business owner, and, yes, even as a dad.
Understand this: while details are important, they should never cloud your core message—your reason for being. If your audience hasn’t bought into that, you’ve veered into commodity territory, where price points and specs override the value and purpose you offer.
So, how do you navigate this? Repeat your big idea—your ‘why’ or reason for being, and your customer’s ‘why’ or reason for buying. Then follow up with open-ended questions. Encourage them to express their feelings, because that’s where you’ll find the real root of any objection. It’s all about creating dialogue, not monologue.
This approach might seem counterintuitive, but believe me, it works. More often than not, people want to be heard, not bombarded with data. They want to feel valued, understood, and reassured that their concerns matter. That’s a universal truth, whether you’re talking to a client, team member, or even a basketball player’s mom (trust me, I’ve had my fair share of those conversations!).
Reflecting on those interactions, I wish I’d deployed this strategy earlier. I’ve seen the surprised and relieved faces of moms when, instead of flooding them with details about their kid’s performance, I’d listen to their worries and then reaffirm our shared goal: their son’s growth and enjoyment of the game. It all worked out in the end, but it could’ve been a smoother journey.
The bottom line is this: in communication, brevity and clarity win the day. Reiterate your big idea, ask open-ended questions, and listen attentively to the responses. Whether you’re a CEO, coach, or parent, mastering this approach can make your communication more effective and your relationships more rewarding.
Remember, your words matter, but sometimes, it’s the words you choose not to say that make the biggest impact. Here’s to simpler, more authentic conversations that resonate with our audience.