Get the Sales You Want
- Problem: not connecting with your target audience
- Reason: message is not clear and memorable
What is the purpose of your message?
- Create a message that stands out from the competition
- Your message starts begins the process of
awareness
- Awareness is key for attracting strangers
- This begins the sales funnel
The Three Rules of Marketing
- No one cares about you
- People will only remember the problem you solve
- They won’t do the work to figure it out
What This Means for the Marketing and Sales Process: Common Mistakes People Make
- Don’t talk about yourself
- Your prospects have the their own problems and are only listening for something that relates to them
- The prospects’ problems reside with them
- They are not thinking about or looking for your solution
- Don’t talk about your solution when you start a conversation with a stranger
- Only talk about your solution when your prospects ask about how you solve the problem
Start your Message by Addressing the Problem you Solve and for Whom
- Start by defining the problem
- It’s not your solution
- What is missing for them? What don’t they have?
- Be specific
- The more specific the better
- By being specific, you strengthen your message
- If you try to be something to everyone, you are nothing to anyone
- This is different than a sales pain
- A sales pain is something that the prospect knows they want; they’ve already decided that they are looking for a solution
- A problem is something the prospect faces and is unsure about what to do or how to handle it
- What is preventing your prospect from getting
what they want
- Hint: it’s not your solution
- Something is standing in the way
- It is something that is ongoing in their business
- It’s an issue that is often unclear; it bothers them and they can’t completely identify it
- How does this leave them feeling?
- You want to reach an emotional lever within your prospects that resonates with them
- They will recognize themselves in what you say
What is Your Solution?
- Your solution should be your signature program;
your essential offering
- The solution should be described in simple language
- It should be something that any level of manager can understand and see its value
What Makes You Special and Different
- How you are unique
- What do you do that no one else can do
- This is when you can describe your features and benefits
- What are your credentials, experience, achievements, certifications, clients – keep them brief
What is your “Why?”
- People are attracted to others who are passionate
about what they do
- A Why is not for those who support charities
- It’s what drives you to make a difference; how it matters that you contribute to others’ businesses
- It grounds the intellectual with something visceral
Transformation: What is Life Like After Working with You? How is Life Different?
- People buy transformation
- They are looking to move from putting up with their problem to a life without that problem
- They chose your service or product because they believe they will be relieved
- You inspire them to have greater, more satisfactory outcomes with their business.
