Articles tagged "Marketing"
I try to notice trends in what my clients are facing. Last week presented a trend I couldn’t help but notice: Three of my clients were tired, frustrated, and struggling to please customers’ shifting and very challenging demands. My clients weren’t happy. Their team members weren’t happy. Their customers weren’t happy. No matter what my clients tried to do to please their challenging customers, it wasn’t enough. My clients’ team members were burning out. Team members were starting to quit – and leave without notice! My clients were getting desperate.
Hmmm. Another customer just selected a competitor for their next project. That’s the third time that’s happened this quarter. Like the others, you thought you’d worked well with the customer. So why didn’t this customer choose you again? It must be the new CFO that joined their company last year. She’s probably forcing them to use new vendors. She obviously doesn’t care about maintaining successful working relationships. It’s obvious she only cares about saving money and not the value of maintaining a good working relationship. It certainly can’t be about the quality of your services. This customer’s always been happy with your services. Haven’t they?
Having and following a consistent sales process allows you to easily move through the process as you transition leads to prospects to satisfied customers. Here’s a basic 10 Step Sales Process I’ve shared with my clients.
Most people buy on emotion: They want something that will make them feel good or take a problem, issue or pain away.
People (& businesses) buy products & services because they want the BENEFITS or RESULTS those products & services provide. Newlyweds don’t get excited because they “got a mortgage.” They get excited because a mortgage will allow them buy their first home.
If you want prospects to first notice you, second pay any attention to you, and then third, buy from you, you need to make it easy for them to choose you over someone else. You need to make it easy for them to pick you.
Know your USP (Unique Selling Proposition)
Your Unique Selling Proposition is a basic statement that clarifies how your business is unique and valuable to your targeted customers. It helps you answer the customer’s question: Why should I buy from you instead of the other supplier selling basically the same thing? Why you?
A few years ago I worked with a community bank. They had six branch locations, and like their competing community banks, they were struggling to compete against the big guys expanding into the area. So the question to them was, “Why should a customer choose you instead one of the other community banks in the area?” To say I was met with a room full of deer-in-the-headlights stares is an understatement. They couldn’t. They were local. So were the other community banks. They were active in the community. So were the other community banks. They had been around for over 100 years. So had a few of the other community banks. There was nothing that could set them apart.
However, after a few strategy sessions and some homework, the bank’s leadership team came up with their USP: We can simplify your financial life. Even though they were “just” a community bank, they had most of the financial features and services of the big banks, yet they made their financial decisions locally, quickly, and in-house. From complicated trusts and investments to basic checking accounts, they could handle it all.
When most banks provide the same general products and services, being able to simply and concisely explain how you can help your customers fulfill their financial objectives differently than another bank, can be the key to winning their trust — and their business.
Copyright MMXIV Liz Weber, CMC, CSP – Weber Business Services, LLC. – www.WBSLLC.com +1.717.597.8890
Liz and her team work with leaders to create focused plans for their organizations’ future. Then they work with the leaders to ensure their plans are implemented effectively.