"Sell" the Benefits Your Work Provides – Not the Products & Services

Jul 8, 2014 | Sales, Marketing & Customer Service

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. Be able to quickly and clearly identify at least 2-3 benefits or results each product or service you offer...

Don’t Work So Hard: Target to Grow Your Pool of Tier 1 & 2 Customers

Jul 1, 2014 | Sales, Marketing & Customer Service

If you want to increase your customer base, be smart and target the types of customers you really want. Tier 1 Customers are your ideal & highly profitable customers. They bring new needs to you to service -- typically because you have an established track record of successfully helping them. They challenge you to learn, stretch & grow -- profitably. You want to PARTNER with this type of customer for mutual growth. (Identify and share characteristics of Tier 1 Customers...

Know How You’re Different & Valuable – Know Your USP

Jun 17, 2014 | Sales, Marketing & Customer Service

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...

What’s Your Legacy?

Dec 10, 2013 | Sales, Marketing & Customer Service

As we draw close to Christmas, I thought I'd share this article from my archives as it reminds me of a special person. It also causes me to focus on how important each person we come in contact with is... I received an email from Jackie, a former client, the day after Christmas. Her e-mail informed me a gentleman, who had attended one of the training programs I presented to her organization, over two years ago, had died of lung cancer. She wanted to tell me about Al's passing, because my...

See Your Business From the Other Side

Oct 15, 2013 | Sales, Marketing & Customer Service

Do the unthinkable -- be your own customer. Take a critical look at your organization one afternoon and walk through the front door as a first-time customer would. Notice things such as the clarity of your website, the friendliness of your telephone receptionist, the lighting and cleanliness of the floor, countertops, and displays. Notice the arrangement of your information, merchandise, and the responsiveness of the staff. Do you feel comfortable and are you welcomed, or do you feel...