In a world full of competition, how do we stand out?
There are so many ways on how to promote an effective and one of a kind value proposition, or unique selling proposition (USP) in marketing terms.
Sure! We can seek advice from our boss and mentor on how to successfully close the deal and copy what they have been doing for so many years.
Or we can think of other marketing strategies and make a difference in this digital world.
There are also other options such as watching YouTube vlogs, and reading books from other successful leaders who made their way on the top. Or we can ask our friends on Facebook and Twitter on how to do it.
Anyone can work on this, but how can one do it differently from others? Let’s go back to the basics.
Here are the key points we might want to consider before we sell our services or products.
Dress to impress
Most people nowadays don’t mind what they wear to meetings. This is one of the fundamentals when dealing with clients.
We need to think from the customer’s perspective. This does not mean wearing color coordinated suits and pants. You have to be presentable at all times, as the saying goes. “If you look good, you will feel good”.
It can also help boost your confidence in meeting your clients and while presenting your products.
Do your research
Know your client’s nature of business. You check their website for services, reviews and look at specific consumers they market to. Pay attention to their awards and achievements. Acknowledging their accomplishments will help gain their trust in you and you to build relationships with them.
List all the services you can provide, do not settle for one. Seek for more so you can have back up plans to offer. Remember, it is hard to set appointments with the big bosses. You have to value their time and effort as they listen to you. Talk no-nonsense. It is better to be prepared.
Ask for what they need
Probably the most important thing in selling is to ask for their requirements. Probe questions that are relevant and ask what is missing or lacking with the services of their current provider or in-house planning and production, before introducing them to your products.
Most sales representatives sell services or products that have no connection with the client’s preferences, not to mention they successfully sell it because they offer something that they cannot even provide (overpromising).
Sales teams may be dissatisfied because they are prohibited to make changes on their end and are tied up to tools or procedures they don’t really need.
One should not also badmouth other companies. It is very unprofessional and a sign of incompetence. Just say we can provide better services and prove it!
Lastly, ask for their timelines. That way, you will have more time to prepare and deliver your services as expected.
Create a remarkable company presentation
Discuss with the client what separates you from competition. Add unique selling points that showcase your best traits or capabilities. Discuss how long you have been in the industry, present statistics that better show clients’ success rates relevant to your services and most importantly, what makes you stand out from the rest.
Highlight what you are selling, educate them on how cost efficient it is, and tell them the benefits they can receive. That will give them the idea that even if they do not need it today, they will eventually need it in the near future.
And lastly, assure them that their business will be well taken cared of.
Establish these things and build a business relationship with your customers to let them know that it will be a smooth sailing transition from their current subscription.
Observe client’s behaviour while presenting.
Take note of the parts where they seem to show interest and focus on that. You can easily be persuasive when you are aware that the topic is of interest to them. Keep in mind that it will only take a short while to get them interested so better give your best effort.
Give them options and address their enquiries one by one.
Give them a variety of services that they may consider now and in the future. They may be overwhelmed but you can effectively convince them since you know what you are talking about and you can customise right away what framework, product or services they need. Consequently, gain their trust by meeting their demands.
You can also arrange a free trial for them.
A lot of companies offer this because they believe that customers are more likely to sign up given the free trial. Let them utilise and maximise what they can do with the trial. It will satisfy them when you demonstrate or let them experience the advantages they can get out of it.
Once it is done, you can talk about the rates and monthly recurring charges. This can be a challenging task. Customers usually ask for discounts or low rates and it is up to you to negotiate depending on how flexible you can adjust. You can agree at a considerable amount and work on it or be firm with your cost-efficient rates.
Either way, if the demo satisfies them, then there will be not much of a discussion. They will likely sign up as soon as you meet their requirements.
If by chance, your company does not provide a free trial, then you can show them reviews and feedback from your existing customers.
Always think of providing excellent service that goes with a justifiable rate for your client. They will surely refer you to their colleagues, friends, and even their customers too. You will spend less time looking for prospective clients because they will look for you instead.
The saying goes: “You reap what you sow”. It is like planting a seed, waiting for it to grow. But during the process, you need to water it, nourish it, and protect it.
Eventually, you will earn the respect and trust not only from direct clients but your secondary market too because you cater to their needs.
Best to closely monitor customers once signed up to ensure that products or services are delivered according to clients’ requests, as this will also create stronger business bonds and trust.
After all, it will be a long-term business relationship. There will come a time that they will need you to upgrade their subscription and would more of your products or services. And they wouldn’t look for anyone else but you.
All companies have their own inputs on how to sell exceptional propositions. Never stop learning new tricks and be an example to other professionals. Share your best practices and be the authority figure in your category.
You can apply these points as you need and incorporate them into your value proposition strategy.
Keep in mind that clients will raise questions and it all depends on you and how you carry yourself during a presentation. Impress your customers and present yourself as a trustworthy figure to them.
Be guided by this questions that you need to ponder on to make you different from the others:
Every client has their own personality and characteristics. Some know what they exactly need. Some are just waiting for someone to offer them services they cannot do on their own.
What else can you do to make this work for your clients?
One thing is for sure, you should never get tired of finding ways to make your customers happy and content. Strive harder to make them believe that you can perform your tasks for their convenience and the betterment of their business.
Hone your skills and create your unique selling proposition for clients will be a piece of cake Eventually, you will be recognised for your unique approach and good relations with them.
Feel free to share this to your business owner/entrepreneur friends if you feel like they need to enhance their USP and ways to present it.