The definition of curation is “The act of curating, of organizing and maintaining a collection of artworks or artifacts”
Of course, the meaning has evolved and it is now an overused word, often outside its original context.
For the purpose of this article, think of curation as “the deliberate act of thoughtful filtering to extract and separate the signal from the noise.”
What has it got to do with selling?
While directly it may not lead you to the next big deal tomorrow morning, indirectly it will help you build thought leadership and trust and hence your capacity to sell more.
Let me explain.
Let’s assume that you follow these steps religiously:
1. Identify and record what matters most to the key people with whom you are building a relationship. These people could be your prospects, clients, partners or influencers.
2. When you consume content on any media or through your social network, stop when you find something valuable. Reflect and record the one or more insights with a link back to that resource. It could be an article, a podcast, a video.
3. Think about all the people that will benefit from this article. One size does not fit all so don’t blast this out via a mini-email campaign of your own
4. Write a personalized note to everyone you have identified without expecting anything back.
5. Repeat steps #2 to #5 at least on a weekly basis.
As you can see this is not rocket science but most people don’t do it.
Because if it is simple to do, it is simple not to do it.
Think about all the benefits (and the side benefits) of the above mentioned simple curation process assuming you do this in a disciplined fashion with a reasonably meaningful frequency, (in other words you are NOT doing this just once a year).
Here are three of them:
1. Personal Growth:
This is probably the biggest indirect side effect of engaging in a thoughtful curation exercise.
Unlike before where you could get away with quickly skimming through the content that comes your way, now you will spend a few more minutes to digest the essence of the article, reflect to see to whom and how it will benefit them and actually take the time to personally send the content with a relevant note.
Every individual mail will be a gift to the recipient and the collective exercise is a gift of personal growth you give to yourself.
2. Thought Leadership:
Creating original content takes a LOT of time, energy and mindshare. You should do that when you can make that investment. In parallel, curation will give you a kick-start on building thought leadership on topics that matter most to your audience.
As you are aware, the benefit of being a thought leader is that it immediately reduces the cost of getting attention and mindshare when you share something. Why? Because people know that they will get a good return for investing their precious time on what you share.
This is a derivative of you demonstrating thoughtfulness (relevant and personalized content on topics that matter to your audience) and thought leadership over a long period of time.
In summary, engaging in thoughtful curation helps you to accelerate your sales cycles while helping you become a better person. It’s a double-win.
This post is the second in a series of posts excerpted from our new eBook, Sales Productivity Tips from the Experts.
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