By Dan Larson
Here we are nearing the end of Q1. Below are a few ideas that may help you gain better traction to grow results throughout the year.
How well are you differentiating yourself? How are you better than the incumbent? Here are three things that are critically important to getting it right.
- Messaging: Your Sales Message must differentiate – To make it powerful, it must speak to what matters to your target client. Keep it consistent on your Web site, e-mails, sales collateral, and at the front end when prospecting. Ask your sales team these questions about the product they are selling: How are you different, why are you better and what does that do for me? In short… Why should I care? Why are you different and better than what exists in the marketplace? Why should I change my current vendor relationship? They can’t experience real value from you until they buy. So you must create Perception of your unique Value in a clear way that makes them comfortable and confident about your product or services. This gives your prospect early promise that your Perception of Value will become a reality.
- Generate New Business/Keep Flow – How will you target potential clients? First, define your ideal customer. Who’s your target customer? What’s the qualifying criteria for them? What makes them match up to be the customer you want to work with: Size of the company? Number of employees? What’s their time frame for decision-making and buying? Think in terms of fast-trackers or their length of investment with you. And, critically important: What are the hot buttons issues they want to solve…and can you solve it for them? What are the end zone outcomes you will help them accomplish? (circling back to what makes you unique).
- Promise Makers and Promise Keepers–A foundational mistake companies big and small make is creating a 360-degree rep. When the Promise Maker is also the Promise Keeper, they get pulled away from hunting and building a new book of business. This stalls the overall growth and momentum for that person, and for your company. Your ‘Promise Maker’ is the important leading edge of your sales team. They are stellar at opening up new opportunities, presenting the core message that differentiates you from competition, and effectively selling the solution you provide. Your ‘Promise Keeper’ is your operations or customer fulfillment side. They get the torch from the Promise Maker and take it to the finish line. You can avoid stalling the new business development of your sales effort by understanding the difference of the key roles of your sales process.Then executing each play as part of your Playbook.
The Sales Playbook for Hyper Sales Growth book is a robust learning tool that teaches how to put sales growth systems, processes and tools into place. Three key areas: People, Processes, Practices. It helps you get the best sales practices that help your company sell effectively into a Playbook that you can use to grow and better replicate your success. https://www.amazon.com/Sales-Playbook-Hyper-Growth/dp/1599326418/ref=sr_1_1?s=books&ie=UTF8&qid=1487199898&sr=1-1&keywords=the+sales+playbook+for+hyper+sales+growth