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Sales Training For Service Businesses - Why Should I Use You? - Part 3 of 3
| Guest post by: Peter O'Donoghue |
Article Overview: Sales Training is not always what is required for many service companies. Why should some one use you?
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Free Download - Sales Prospecting Techniques - Should You Be Using Twitter for Selling to Businesses? By Peter O'Donoghue |
Sales Training For Service Businesses - Why Should I Use You? - Part 3 of 3
In my previous two articles, available on this site, I looked at how you as a service business can articulate your USP. So how can you pull this all together?
If you can develop an angle on your uniqueness and as to why someone should be speaking with you then it should be the focal point of all of your communications, marketing and relationship building. One way of doing this is to develop a Strap Line.This operates by taking complex ideas or concepts down to a simple, easily communicable message.
A sales strap line must accomplish 4 things:
1. It actively transfers specific information
2. It's immediately and obviously beneficial
3. It's self explanatory and ultra simple
4. It's easy to replicate in someone's mind
When you talk about what you do there are 4 possible ways to do so. Two don't work at all, one works and one works superbly.
1. Your Label: This is when you say "I'm an Accountant" or "I'm an Estate Agent" or "I'm a Financial Advisor". The bid problem here is that what you are trying to convey is not necessarily how the recipient understands the label. They may have preconceived ideas about what you do or may just not have any interest at all.
2. Your Process: This is what you do. It does not generally link the process to the benefits the client receives. Most people use something like this. An example might be - "Im a Business Advisor and I apply methodologies to standardise the operational systems in a business. YAWN! What do the clients get as a result of that?
3. Your Solution. This is a lot better and can generally work as they start to develop on benefits. A format for developing these could be:
I help (assist/work with) (target market) (your solution).
An example here might be "I Help service business grow their business and profitability"
4. Their Problem: The first three were all about you - not about your prospective clients. After all, the purpose of your solution is to solve their problem. So why not talk about it.
I help (assist/work with) (target market) (your solution), who are struggling (having problems with e.t.c) (their problem).
The difference is subtle but it provides a frame of reference to hook on to.
An example might be:
" I help people with migraine problems who just can't seem to get rid of it"
And if you can add to this something that is unique such as
" and I guarantee to completely rid the problem after six sessions or I will continue to work at my own cost"
People tend to pay a bit more attention to something quite powerful like this.
My challenge to you then is twofold:
1. If we met at a networking event could you tell me what you did and why I should use you?
2. Could you transfer that information to all of your sales information so that you massively improve your marketing message?
"I specialise in helping service businesses attract more clients, increase revenues from their existing clients and structure their business to be more profitable and I guarantee my results"
What Should Your Customer Service Training Cost in Terms of Money, Time and Results?
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3 Reasons Sales Training Doesn’t Work
Sales Training Materials that Work!
Sales Training - short term or long term success?
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About the Author: Peter O'Donoghue RSS for Peter's articles - Visit Peter's website Sales Blog Click here to visit Peter's website   How To Win New Business |
Related Forum Posts
Re: Service Or Product?
- I agree with starting a Service-based Business in the economy. Here is what I think is critical:
1. Researching that your Service business has a market.
2. Marketing the Service with as much leverage as possible.
3. Product-izing the Service (aka Package Expert Knowledge). This will only help elevate you as "the" expert in your niche and make you accessible to people in different price points.
7 words or less for Structogram
- Some "7 words or less" (more or less) for Structogram for your comments:
Training to get your message across(6)
Secrets to get your message across (6)
Training so people will listen to you (7)
Helping you get your message across (6)
Training to learn to get your message across (8)
Communications training for yourself and your team (7)
Online Sales and Marketing vs Traditional
- Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Wearing different hats in Business
- I have a business that produces beautiful custom rugs for home and business environments.
Different hats that I'm wearing...
Rug Fabrication - 10 [i:21cr28m8](partially outsourced to an outfit here in the US)[/i:21cr28m8]
Customer Service / Sales - 8-10
Bookkeeping - 1
Marketing - 6
Website development - 5 [i:21cr28m8](mainly outsourced)[/i:21cr28m8]
SEO, SEM - 6-8
Accounting - [i:21cr28m8](outsourced)[/i:21cr28m8]
Re: Online Sales and Marketing vs Traditional
- [quote="ltrahan":31w9r2iz]Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing[/quote:31w9r2iz]
I second the request...
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