Saturday, October 24, 2009

Raise the Bar, Change the Formula

Raise the Bar, Change the Formula

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Customize - Personalize Selling Strategy





Big organizations like to standardize and systemize. This often results in sales executives for large organizations falling into the use of a sales script, or relying upon their internet site rather than direct communications. You may remember that while I teach a “Sales Process,” I stress that the process is different for every sales executive and for every presentation. We need to observe how the “Big Boys” fall into a script or push people to their websites. We should be putting the touch back in selling, not taking it away. When the prospect visits our offices or calls, we want to change the script and show something new and different. Let’s work on diversifying our message and our offer. By changing the offer and diversifying the message, we will give the prospect a new look and a personalized message. Combining this with client knowledge will make your organization a superior sales organization.

After having visited three “Big Boys” and hearing their big boy message of bigness, let’s give him a different picture; a picture that we believe is better. If the competitors are selling on price, let’s focus on selling service. When your sales organization focuses on service and commitment rather than price, you differentiate your company. Change the way you operate and hit the “Big Boys” where they are the weakest. When they react, let's change again and make them work very hard. Let's wear those “Big Boys” out!

For example:

"You know, many of our competitors offer a similar package of products and services. While the products and services may be similar, we raise the level of service to a higher level and therefore, our service offering is quite different and more specific to your needs and wants. For every client, we look for ways of providing more service and ease of doing business with us. We look to add value to our relationship of you and assure that you continue to depend upon us to meet your needs and wants."

or:

"Tom, I realize that some of competitors have a convincing presentation. Most companies can talk a good game but the proof is in the delivery of superior service. While the competitor might sound good, will they take the time to really understand your business? Do they listen to you? We have a program called "Quality Assurance Review." This is an ongoing dialogue with you about how we perform and meet your needs. We listen to you and adjust our services to make sure you are happy. Because we are smaller, you are very important to us."


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Wednesday, October 21, 2009

Benefit Before Feature

Benefit Before Feature

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Benefit Before Feature!






If you have attended one of my sales training seminars, you will remember me using this term. “Benefit before Feature” is a basic marketing philosophy and concept.

The fact that you have a great product or service is wonderful. The prospect or client is often bombarded with claims of superiority. What they really need to know is how it will impact them to use your services or products. You have to reduce it to benefit. This will be a different message than they are used to hearing. For that reason, you will get their attention and have a much better chance of creating a favorable buying environment.

The benefit statement, for example:

"Your clients will be impressed with our team’s knowledge of our business. You will find that we understand more and cut to the chase more quickly, saving you time and money. While many can provide a product or a service, few can meet your needs and make you more productive. Cost is not always what you pay for a product or service, but rather, how easily you can operate your business.”

Google Sonny!



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Sunday, October 18, 2009

Focus on Client Knowledge

Focus on Client Knowledge

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Large organizations are sometimes more consumed with themselves than with clients. Many times managers, pressed with the day-to-day problems of operations and management, forget that clients are the greatest asset. Large organizations tend to evolve in this manner and the problems of daily management push the sales and client work to the lowest level of priority.

In order to compete and win against the “Big Boys”, we must focus on client knowledge. Client knowledge is more valuable than product knowledge. I have often said that if I know a great deal about a prospect, I can walk into any situation and have an excellent chance of closing a sale or meeting a client’s needs.

Client knowledge is the secret to meeting client’s needs and wants. As you know, people pay more for what they want than they do for what they need. So, our strategy for beating the “Big Boys” is pretty simple. Obtain and use more client knowledge than they do. Whether dealing with a prospect, or existing client, get to know the client and the clients business.

We might say:

"I guess you are pretty tired of me asking all these questions about your business. I hope you see that we are really focused on understanding your needs and wants. While many companies may meet your needs, we take the time to understand what will make you comfortable and successful in your business so that we can deliver better service to you. On a regular basis we sit down with clients and explore how they operate, so that we can find ways of serving them better. This commitment takes time, but we really believe in service."


Google Sonny!




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