Commentary Colour

“Well done, you didn’t repeat anything I said or describe what I could see for myself.”

Recollection of live punditry debut feedback to a then just-retired player from that rarest of pros, a brilliant sport commentator.

Having recently been reminded of the broadcast genius of cricket's Richie Benaud, it was interesting to hear this of rugby's legendary Bill McLaren.

As the recounting co-commentator surmised of the above;

"That short observation summed up the job of the “colour” commentator – to explain what and why things happen, using playing experience that most viewers do not have."

There's a well-trodden path, for instance in what is still known as the consultative sell, where you describe the current situation of the prospect back to them.

This done well shows empathy, builds trust that you know what you're talking about, and sets you apart from subject speciality shining through.

When we're assessing their 'need', and especially when we are doing that from scratch when we suspect they've a 'problem' but have yet to sense so, the "what and why things happens" are two distinct and vital pillars.

To be able to elaborate on those, succinctly and with fresh illumination, can make our deal.

For we too have "playing experience most viewers do not have".

From early in my solution sales career I realised a buyer typically buys said solution once. Whereas I help buyers with the similar purchase intent every single day. Making great sense to overtly leverage that experience. And letting prospects know it, as well.