When you sell a better belief you will find much relief, and compared to all suppliers…perhaps become chief!
When you sell a better belief you will find much relief, and compared to all suppliers…perhaps become chief!
• The list of products/services that you sell
• The costs/fees that you charge
• The ways you do business (service, etc.)
• The results that you create for customers
No one ever gets it wrong of course, meaning that that the fourth factor is obviously what customers care most about…and so my next question is ‘why do most businesses go on about the first and third factors when promoting or talking about their business…and when aiming to make sales?’ Not only is the market concerned solely with the fourth factor, they have no interest whatsoever in the other three factors! You might say ‘but customers often ask and argue about products or price’, and I say ‘and it’s no wonder they do, if that’s all they hear you and other suppliers talk about.’ So, if you need to make more sales, stop talking about the first three factors and focus on the fourth factor…and when you do, remember this: the market will only beat a path to your door if the results you create are much better than the results your rival suppliers create. The next question then is this: ‘to what extent can much better results be created for the market?’’ Let us take some simple but important examples to determine the answer, by asking ‘how many people have got…
• enough superannuation planned?’
• their finances in good order?’
• the lifestyle they really want?’
• the peace of mind they need?’
Most people suffer badly in these areas…and so they are wide open to be sold ‘the fourth factor’!
Selling to the business community offers similar opportunities. ‘How many companies have got…
• the level of sales and profits they need?’
• the level of costs they have budgeted for?’
• the quality and quantity of customers they need?’
• the full engagement and motivation of staff?’
Again, the fourth factor is much needed. The final question is this: ‘what does it take to consistently deliver the fourth factor?’ The answer is in three parts: 1. being obligated to find the fourth factor, 2. knowing what questions to ask to find hidden [fourth factor] needs…and 3. making the effort to create the fourth factor. I genuinely hope that it can be said that my weekly article is a fourth factor contribution, versus the ‘usual’ product-driven newsletters being distributed these days…and indeed I hope that all of my professional services are aimed at delivering the fourth factor. What about you and your company, are you committed to selling the fourth factor…or is there a propensity to dwell on your products and service?
When you (or you and your team) know that you are selling the fourth factor, you are in effect driven by a higher belief than your competitors, which in turn offers you relief that you are not completely caught up in the rat race every day…and selling the fourth factor will almost certainly see to it that you become the chief supplier in your field and in your area. The market can be forgiven for ‘asking about product’, but we cannot be forgiven for ‘talking only about product’…for if we do, we are condemned to having our businesses controlled, unknowingly, by customers. The first three factors are almost the same wherever you go, so differentiation and success involves selling the fourth factor!
When you sell a better belief you will find much relief and compared to all suppliersperhaps become chief - To learn more about this author, visit John Lees's Website.
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Here is a question that I ask of clients who use my consulting/business coaching service: ‘which one of these 4 factors is of greatest interest and importance to the market you serve?
• The list of products/services that you sell
• The costs/fees that you charge
• The ways you do business (service, etc.)
• The results that you create for customers
No one ever gets it wrong of course, meaning that that the fourth factor is obviously what customers care most about…and so my next question is ‘why do most businesses go on about the first and third factors when promoting or talking about their business…and when aiming to make sales?’ Not only is the market concerned solely with the fourth factor, they have no interest whatsoever in the other three factors! You might say ‘but customers often ask and argue about products or price’, and I say ‘and it’s no wonder they do, if that’s all they hear you and other suppliers talk about.’ So, if you need to make more sales, stop talking about the first three factors and focus on the fourth factor…and when you do, remember this: the market will only beat a path to your door if the results you create are much better than the results your rival suppliers create. The next question then is this: ‘to what extent can much better results be created for the market?’’ Let us take some simple but important examples to determine the answer, by asking ‘how many people have got…
• enough superannuation planned?’
• their finances in good order?’
• the lifestyle they really want?’
• the peace of mind they need?’
Most people suffer badly in these areas…and so they are wide open to be sold ‘the fourth factor’!
Selling to the business community offers similar opportunities. ‘How many companies have got…
• the level of sales and profits they need?’
• the level of costs they have budgeted for?’
• the quality and quantity of customers they need?’
• the full engagement and motivation of staff?’
Again, the fourth factor is much needed. The final question is this: ‘what does it take to consistently deliver the fourth factor?’ The answer is in three parts: 1. being obligated to find the fourth factor, 2. knowing what questions to ask to find hidden [fourth factor] needs…and 3. making the effort to create the fourth factor. I genuinely hope that it can be said that my weekly article is a fourth factor contribution, versus the ‘usual’ product-driven newsletters being distributed these days…and indeed I hope that all of my professional services are aimed at delivering the fourth factor. What about you and your company, are you committed to selling the fourth factor…or is there a propensity to dwell on your products and service?
When you (or you and your team) know that you are selling the fourth factor, you are in effect driven by a higher belief than your competitors, which in turn offers you relief that you are not completely caught up in the rat race every day…and selling the fourth factor will almost certainly see to it that you become the chief supplier in your field and in your area. The market can be forgiven for ‘asking about product’, but we cannot be forgiven for ‘talking only about product’…for if we do, we are condemned to having our businesses controlled, unknowingly, by customers. The first three factors are almost the same wherever you go, so differentiation and success involves selling the fourth factor!
When you sell a better belief you will find much relief and compared to all suppliersperhaps become chief - To learn more about this author, visit John Lees'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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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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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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