3 tips to get breakthrough sales
Is the sun breaking through on why your sales are stagnating?
Many salespeople like to TELL people what they do, instead of first ASKING questions and then looking to answer these questions with the real VALUE that their product or service can bring.
Massive mistake, and how to get the meeting off to a very bad start. Incredibly important to know how to show your potential client how you have a) first listened to their needs, having asked sufficient questions rather than assuming that you know what they want and b) dovetailing your presentation to answer their needs with the true value of what they want.
This is called your value proposition. It needs to stand out as being uniquely different to what others can supply. Often called your USP. Unique selling proposition. It must stand out head and shoulders above everyone else’s. Different. When I am coaching a client, I don’t want them to just get ahead of their competition – I want them a country mile ahead!
If you don’t have a decent compelling value proposition you will be driven into the same old lousy box of just being another damn cost to the bottom line profit in the eyes of your potential buyer. Then you wonder why they are screwing you down so much on your price! It is because the perception of value is not there.
Lack of a value proposition makes you and all other sellers just the same to buyers. Without a concise clear value proposition, potential customers will assume that it is just who gives the best price.
Next you get asked ‘Is that your best price?’ You cringe, and as you have nothing unique or different your selling proposition doesn’t stand out, and you are driven down the discount slide to disaster.
A powerful compelling value proposition is not a luxury or optional, it is absolutely essential for you to truly succeed in a competitive world.
So how can I develop something like that if I just sell something like hammers or nails, I hear you ask? Well, perhaps you can look at the service you offer. Can I make it stand out as something special? Can I find a way to under promise and overdeliver and wow my client? Can my honesty stand out, and show by being refreshingly different? Can I give the customer an awesome experience? Can I turn my existing clients into massive advocates for my product or service?
It is like a cake, you need to have key ingredients or it won’t work. Here they are: –
Measurement. You can’t manage what you don’t measure. How many leads are you receiving and how many convert into sales? Is your business growing or going? Have you measured your results; your net returns; what is working and what is not working. These are just a few, and your business will have its own unique measurements.
A Crystal-clear Direction. It never fails to amaze me, that there is such a lack of focus in business generally. Usain Bolt didn’t just amble up to the starting blocks and win the 100 metres, but his USP was so clear it allowed him to win 9 gold medals in the last 3 Olympics and he has run less than 2 mins on the track. That’s economy of effort.
Usain Bolt ran for less than 115 secs in total in his 3 Olympics career and made 119 million dollars!
That’s more than $1M for each second he ran!
That’s a new unit of speed for the “run” for money… $1Million/sec
But for those 2 mins he trained for 15+ years!
That’s investment. It is clarity. It is focus and in selling parlance a Unique Value and Selling proposition all in one.
The final one is patience. You don’t plant a seed and harvest two hours later. By consistently doing things 100% right, testing and measuring what does and doesn’t work and stopping what doesn’t work immediately, you start to gain momentum.
You won’t gain momentum if you are crisscrossing, changing this and that like a yoyo, and you must have your team on the same page with you as well. Otherwise you will have confusion and a ragged loose proposition you are putting to your clients, and you will complain that you keep losing the deals because of price.
When I hear a client consistently whinging about price, nine times out of ten it is because they are presenting their potential clients with an unclear selling proposition, and has nothing to do with price.
Proof? Look at Apple and Samsung. Both products supply what people want in communication devices but one is a country mile ahead and it is not because they are cheaper. They are significantly more expensive.
Value and perceived value will provide the same result as well as the opposite. Personally, I find it bizarre how women can find so much value in a handbag, but someone has done a fantastic job of carving out consistently perceived value – unique and very desirable. Interesting isn’t it!