Given the fact that competition is at an all-time high, what can you do to stand out? Most companies have someone just like them on literally every street corner. So how do you get noticed? Just assume that you are standing in a crowd. Everyone's the same height, wearing the same clothes, and has the same skin color. That's what most companies are doing. They look just like everyone else.
So, how do you get noticed? There are many things that should be done. Many of the consultants out there talk about coming up with an authentic brand, crafting your positioning statement or unique value, choosing the right Bull's Eye Market, and delivering your message effectively. But I want to suggest something else to consider.
- How do you provide more value than your competition assuming that your products and services are similar?
- Then how do you let everyone know that you have something really different?
- How do you become a trusted and credible resource and not just another vendor?
The answer is with information. You've got it. All you have to do is package it and share it. Just look at the number of people that surf the internet. What are they looking for? Information.
I'm not talking about just any information. I'm referring to information that will be valuable and beneficial to your prospects and clients. Start telling everyone how if they do XYZ their business will increase, their jobs will be easier. Give them some real meat that can help them, not just skim over the top because you fear that you will give away all of what you sell.
Spill Your Candy on the Floor - Give Away Key Information, Help Your Customer Get Information
I've heard other sales trainers say "don't spill your candy on the floor in the lobby." What they are referring to is the fear that giving all of your knowledge away means you are no longer needed. They believe you've essentially spilled all of the goodies so why should someone hire you? I believe just the opposite, that if we change our approach from selling to giving information and helping, you suddenly become a necessary part of what your customer needs. They are hungry for information.
Information that tells them how to fix their biggest problems. They need that information to decide what is the best approach to fixing their problem. And they will look on those that provide that necessary help as a trusted partner and resource.
The best sales process requires that you first build rapport with the client; after all I'm sure you've heard the statement that people buy from people they know and trust, not from salespeople. Once they know you and trust you, then they have to know that what you offer will solve their problem, and finally that you are credible, believable. All of that is a part of the "building rapport." You also are there to help in any way you can. Selling should be really on the backburner.
So, by providing information you establish rapport, credibility, and prove that you want to help, not withhold information until the cash is shelled out. You are truly there to help.
Give Away as Much Information to as Many as You Can at One Time
Let's talk a little about your marketing efforts. Have you always sent out your direct marketing (emails, letters, whatever) with a goal of selling something? What would happen if you sent them out to advertise that you are giving away all of this free information? Get everyone to attend a seminar on How to ... [whatever].
I can tell you from experience, both my own and those of the clients that have followed this procedure that your direct mail response rates will increase somewhere around 10 times. During the seminar make sure to give them some real meaty ideas to improve whatever it is that are clamoring for. You have just become "the expert" in the industry, in your geographic area, your community. You will be the FIRST person everyone turns to looking for help, advice, and ... to buy from.
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Alan Boyer, CEO of The Leader's Perspective, LLC is considered one of the world's leading breakthrough specialists. With over 35 years of business experience, he has catapulted businesses lightyears ahead in weeks. Some double, some jump 10 times. He helps companies worldwide reach further than they EVER thought possible FASTER.
http://www.leaders-perspective.com/Sales-Training.aspx
