I was recently asked to provide some assistance to someone who was just starting a sales career. They asked for the “secrets” to be a huge, smashing success. Without knowing in depth everything about her past accomplishments or her individual strengths, I thought a few sales “basics” would be just the thing to get her started.
Easy enough right? That’s what I thought too, but once I started I ended up with lots more than our time together would permit. Here’s the edited version, and I’m finishing the long version .pdf. If you’d like a copy, you can sign up here, and I’ll make sure you get it.
1. Identify Your Target Market – I write and talk about this often, but it’s still the number one issue for people who aren’t seeing the results they’d like. Before you say something like “anyone who likes cake” stop and think about it this way. Who is the perfect customer/client? The one that will pull out their credit card over and over? To simplify: If you sell children’s books, your target isn’t children, it’s their parents, or grandparents right? Spend some time on this – I promise it will pay off and make everything better.
2. What Problem Do You Solve? Deep down, you already know that people buy solutions. No one really wants to pay hard earned cash for mulch. But lots of people want a nice looking yard. What need do you fill? Do you save people time? Make a difficult task easier? Save families money? Once you understand the way others view what you offer, marketing to them will be much simpler.
3. Where Does Your Perfect Client Hang Out? Are they online? What kind of organizations or clubs do they belong to? Do they affiliate with a particular movement? What are their interests? This will help you reach those who will buy from you. If you offer family budgeting tools, advertising or offering a discount to the PTO members at school is a great idea. So many times marketing doesn’t work because it isn’t getting in front of the right people. See rule number one if this is fuzzy.
4. K.I.S.S. Keep It Short Stupid This is often called the “elevator pitch”. I don’t like that term since it makes me think of all those people who rush to give their “pitch” without even finding out if I’m in their target market. Like the telemarketer who wants to sell me lawn service when I live in a high rise condo. (Number 1, 2, and 3 come to mind here) It is important to be able to easily and concisely tell people HOW you solve problems. Notice, I didn’t say tell them your job title, or what you “do” – but the how part. This is the benefit. Here’s a sample – I make my clients yards look amazing and give them back time and energy to spend with their families. Isn’t that better than I sell mulch and lawn services?
5. Your Unique Selling Proposition How is your product/service different and better than others? What makes doing business with you an advantage? This is closely related to the K.I.S.S. principle. If you have a compelling answer to the “What do you do?” question you are likely to get a follow up (or need to move directly to it on your website or marketing materials) with more benefits. Please note it is critical that these be from the clients view point. The fact that you have a super fast mulching delivery system is of no interest to me, but the fact that you can have my yard looking amazing in 4 hours does. See the difference? No one really cares that you have the best tools, or certifications or how long you’ve been doing this. What they will care about is what it can do for them. Using the best chocolate money can buy in your cakes doesn’t matter. Making sure my guests will be raving about dessert for days after my event does.
If you aren’t having the results you’d like – pick one or two of these and polish your approach. They aren’t complicated and I’m guessing you’ve heard them before. Taking time to understand them and apply them is well worth it. Sales is so much more fun when people respond to your message, love what you offer and become raving fans.
Figure out who, how to reach them and help make their problems go away and you’ll never be in short supply!
I’d love your feedback – and any other tips you think I should add to the list! Need help? Ask away!
More From sasm
Phyllis – love this!! You are so right about these 5 points, and most people forget about them when they try to sell something. You are one smart sales cookie.
Thanks Lisbeth! Most of us know these – but sometimes forget how effective a simple basic message to the right audience can be!
I love how you keep going back to the basics! I have had somebody trying to sell me windows when when I was a renter – frustrating!
Thanks for the feedback – Appreciate it from such a sales superstar like you!
Hi Phyllis,
I’m a recovering sales manager, now working as a fitness trainer. You’ve managed to capture the essence of benefit-selling very well here, and you’ve offered some great advice, to boot. Your newbie friend is lucky for the help.
Great tips–and marketable, too!
Best,
Shelly
31dbbb-er
Shelly,
I love the term “recovering sales manager”. Must be a story there. Thanks for the feedback – most appreciated. Fitness training sounds like a great job – I’m guessing it’s really rewarding to help people get/stay in shape and improve their health. Fun!
I’ll ditto what everyone else has posted and add that I really appreciate your sense of humor … so few people have one! You’re my kind of gal, Phyllis.
Super-duper tips that all point to the billboard along the marketing highway that says, “It’s Not About You. It’s about them!”
Write On,
Melanie
31DBBB member
Thanks Melanie. I love the phrase “billboard along the marketing highway”. I just may have to borrow that sometime! Pretty marketing savvy yourself!
Phyllis, I love your emphasis on “positioning from the clients view point.” It’s really tough to move clients beyond this sometimes, even when they sy they understand it. I’m hoping by inserting an “understanding mindset/lifestyle trends” point within the “identifying target market” point might get more businesses to become better at positioning themselves in a language that speaks to their target (aka “human”). Goodness that’s a mouthful. I need to work on simplifying that a bit. Love the simplicity of your blog, writing style, product offering!
Denese – Thanks for the thoughtful reply. You are right, the concept is rather simple to understand but can be hard to master. I love your mindset approach – it can be the missing ingredient that helps create real success! Love your approach – you really bring a unique approach!