Marketing Advisor Update

Sales and marketing tips, insights and advice for service businesses amd companies selling complex or technical products.

Wednesday, April 01, 2009

Are You Any Different?

Do you claim any of these:

- We offer the best customer service.
- We really care for our customers.
- Established for 25 years.
- We guarantee the lowest prices.

I hope you don't.

You see, too many small businesses try making big claims about the same stuff everyone else is saying.

So what?

To make an impact on your potential clients you need to connect with their problems. Then show you have clear options to help them.

Making big generalised claims may sound impressive. But nobody really believes it.

How can you identify the problems or pain your prospects are feeling?

Try thinking through these scenarios and how your prospects may be feeling.

(Note: These steps are a small part of a detailed process covered in the Marketing Mentor Program.)

1. Your prospect has come to a crossroad. They have reached a defining moment when they need to make a decision. What would that moment be for your clients - for your business?

2. Your prospect is feeling, or wants to feel, some emotion. What will your prospect feel as a result of using your products or services? Communicate in their language from their perspective - not yours.

3. Your prospect is ready to choose a service or provider. They are wondering if they can trust you. Will you really deliver what they want or expect? Identify the risks they may perceive and
explain how you will avoid that happening to them.

Then consider how you work with clients. What is your focus? You need to easily explain how clients will benefit from what you offer. Why will they feel good about it?

Importantly, you must create a 'flavour' for your business.
A way of working that sets you apart from your competitors.

Now you are ready to create a meaningful 'point of difference'.

You will be able to communicate your difference (sometimes called your USP) in a unique and compelling manner across all your marketing materials.

To create an effective marketing action plan, and get regular support to stay focused on results, join my Marketing Mentor Program.

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