Creating a Solid U.S.A.
By Jack Kasel
A unique selling approach includes the following elements:
- The reason prospects buy from you
- The way you solve your prospect’s problems
- Things that prospects value
- Your specialty niche market
- Time and effort to get it right
Play The Sales Brew:
By Jack Kasel, Sales Development Expert, Anthony Cole Training Group
In her book, Fascinate, Sally Hogshead makes this point, “Different is better than better.” No matter the industry, if something is better, others will soon copy it. However, if we can be different, we have a chance to stand out with our prospects.
Sally also makes the point that “Messages that fail to fascinate, will become irrelevant.” These two points lead to our Sales Brew topic for this week, “How Unique is Your Unique Selling Approach?”
If we agree, and I’m sure you do, it’s hard to get our prospect’s attention. So, when we do, we had better be unique, different, memorable. If we fail, we get caught in the whirlwind of all the “stuff” that is vying for that same prospect’s attention and we soon get forgotten.
Too many times, we hear things like “We provide great customer service” or “We care about our customers.” Really? Have you ever heard anyone say, “Our customer service is average at best”? What is it about you, your products, your company, that makes someone’s eyebrows go up? Something that would have them say, “Tell me more.” Here are a couple that I use:
- “I provide answers to 19 specific questions most bank Presidents and CEO’s have about their sales team.”
- “The biggest cost to most banks is the turnover in sales. Banks that use our 6-time award winning, Pre-Hire assessment tool have a 92% predictability of making great hiring decisions, all backed by a guarantee.”
Here are my suggestions for creating a solid U.S.A:
- Ask your clients why they bought from you.
- Even better, what does your perfect customer want & why should they choose you?
- How do you, your company or your products solve your prospect’s problems?
- It’s not about you!
- Don’t fall so in love with your products/services that you forget you are solving your prospect’s problems. You may love how many colors your product comes in while your prospect might love how quickly you can get it to them.
- Come to grips with the fact that you aren’t for everyone… and you have to be OK with that.
- Our market niche at Anthony Cole Training includes banks, insurance companies and brokerage houses. We could include more industries, but the bigger question is “Should we?”
- This isn’t a 15-minute project.
- If you intend to just slap some words together, my counsel is “Don’t bother.” Realize that this will take time. Wrestle with it for a while. Ask people’s opinion (not your mother; she loves you too much…). Ask someone who’s not afraid to tell you “That’s weak” or “So, what?” or… best yet… “Boy, I can’t tell you how much that sucks.”
Done correctly, this will really help you deliver your message and get noticed. One final quote from Sally Hogshead: “Here’s your choice: Spend a lot of time and money in pursuit of better, or find what makes you different and then do it on purpose.”
Someone needs what you do, go find them.