Sales Training For Service Businesses - Why Should I Use You? - Part 3 of 3
Sales Training For Service Businesses - Why Should I Use You? - Part 3 of 3
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"
Sales Training For Service Businesses Why Should I Use You Part 3 of 3 - To learn more about this author, visit Peter O'Donoghue's Website.
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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"
Sales Training For Service Businesses Why Should I Use You Part 3 of 3 - To learn more about this author, visit Peter O'Donoghue's Website.
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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