How to Talk NEO

Talking to a NEO requires a different vocabulary. Because NEOs have strong B.S detectors, the tone and language cannot be faked. Words like best, ultimate, opulent and world-class don’t move NEOs, in fact they can actively turn them away. A NEO tends to mistrust authority and is looking for products, including homes, which appeal to them on a very individual and personal level.

Because NEOs have a strong appreciation for individualization and personalization, they do not want to be seen as a number or a dollar sign to big corporations. In fact, the smaller you seem, the better they’ll like you. You have to speak to a NEO as if they were the only person in the room in every thing you do.

For a NEO, information is oxygen, and access is paramount. NEOs are eager to research and dig for a wealth of information in order to make an informed decision. The web is their domain. If you make yourself unavailable on the web by hiding behind marketing speak or corporate brand positioning, you will fail to attract them.

Your entire marketing and sales program should provide opportunities to connect and learn more about your company, people and project. If you appeal to the NEO’s sense of individuality and desire for authenticity, you will earn their trust and start to see profitable results.