LinkedIn Poll: Do you pay more attention to online ads or offers that arrive in the mail?
Weigh in on this topic and let us know what you think! Comments are also welcome.
Wednesday, September 30, 2009
Friday, September 25, 2009
Know Your Differentiators
One of the most overlooked tools in the business development kit is the “differentiator”. A differentiator can come in the form of a unique solution to a problem, a special offer, or a value proposition that grabs your prospect’s attention.
It is important to identify your differentiators early in the process of promoting a product or service because buyers often choose a company based on these differentiators. It helps the prospect set apart solution offerings in their minds when making a decision. In fact, a differentiator can remain in the mind of your customers and prospects for years to come.
Successful companies make use of differentiators when creating effective marketing campaigns. It helps them set apart their particular offerings from competitors and highlight unique benefits. Take for example, a few of these differentiators from some industry leaders:
Subway – Eat Fresh (the implication is that competitors sell pre-made items that are not as fresh)
Wal-Mart – Save money. Live better. (use less money buying staple goods and more money doing what you like)
1-800-Pet-Meds – America’s Largest Pet Pharmacy (we have all the pet medications you will ever need)
Unless you’ve invented an item that has never been seen before, chances are you will have some competition. The message you deliver through your marketing and sales channels should focus on what makes your solution better and how clients will benefit.
How do you differentiate your products and services? We'd love to hear your thoughts.
It is important to identify your differentiators early in the process of promoting a product or service because buyers often choose a company based on these differentiators. It helps the prospect set apart solution offerings in their minds when making a decision. In fact, a differentiator can remain in the mind of your customers and prospects for years to come.
Successful companies make use of differentiators when creating effective marketing campaigns. It helps them set apart their particular offerings from competitors and highlight unique benefits. Take for example, a few of these differentiators from some industry leaders:
Subway – Eat Fresh (the implication is that competitors sell pre-made items that are not as fresh)
Wal-Mart – Save money. Live better. (use less money buying staple goods and more money doing what you like)
1-800-Pet-Meds – America’s Largest Pet Pharmacy (we have all the pet medications you will ever need)
Unless you’ve invented an item that has never been seen before, chances are you will have some competition. The message you deliver through your marketing and sales channels should focus on what makes your solution better and how clients will benefit.
How do you differentiate your products and services? We'd love to hear your thoughts.
Thursday, September 10, 2009
Interview and Sell More
Unless you have a client sitting in front of you under hypnosis and the check book is open, you have to identify where you can solve a problem before a deal is made.
This is where good interviewing skills can help . . . not browbeating or pushing someone over the cliff types of interviews but good listening and targeted questions that help to uncover opportunities. Through a good interview, you can identify goals and pain points and work to develop an appropriate solution. By uncovering challenges and helping clients with solutions, you will become a trusted advisor and clients will look to you for solutions as needs arise.
As an example, here are some of the key questions we ask when interviewing clients:
- What are your marketing goals right now and what
are your biggest challenges?
- Who are you targeting?
- What specific products or services would you like
to promote?
- What differentiators can we highlight?
By gaining an understanding of your prospects goals and challenges, you can develop a strategy that will bring about positive results. When you are able to uncover opportunities and develop solutions, you become a trusted partner that clients turn to in time of need.
This is where good interviewing skills can help . . . not browbeating or pushing someone over the cliff types of interviews but good listening and targeted questions that help to uncover opportunities. Through a good interview, you can identify goals and pain points and work to develop an appropriate solution. By uncovering challenges and helping clients with solutions, you will become a trusted advisor and clients will look to you for solutions as needs arise.
As an example, here are some of the key questions we ask when interviewing clients:
- What are your marketing goals right now and what
are your biggest challenges?
- Who are you targeting?
- What specific products or services would you like
to promote?
- What differentiators can we highlight?
By gaining an understanding of your prospects goals and challenges, you can develop a strategy that will bring about positive results. When you are able to uncover opportunities and develop solutions, you become a trusted partner that clients turn to in time of need.
Thursday, September 3, 2009
You will get all you want in life if you help enough other people
Zig Ziglar summed it up best by saying "You will get all you want in life if you help enough other people get what they want." Put another way, your success depends on determining the particular needs of your stakeholders and helping to bring about the appropriate solutions.
Often, the trick is identifying what these needs (or pain points) are in the first place and those needs are not always framed with a singular purpose. For example, we recently worked with a client who needed to cut their marketing expenses while bringing in more sales leads. At first glance these goals seem a bit counterintuitive. However, by using the right targeted message and tools, you can reach customers in more cost-effective ways and generate more appointments for less money.
Developing the proper solution comes through effectively interviewing your stakeholders about their specific challenges and uncovering opportunities to help. Your possibilities for growth and success are endless when you identify needs and bring about solutions that help others succeed.
Often, the trick is identifying what these needs (or pain points) are in the first place and those needs are not always framed with a singular purpose. For example, we recently worked with a client who needed to cut their marketing expenses while bringing in more sales leads. At first glance these goals seem a bit counterintuitive. However, by using the right targeted message and tools, you can reach customers in more cost-effective ways and generate more appointments for less money.
Developing the proper solution comes through effectively interviewing your stakeholders about their specific challenges and uncovering opportunities to help. Your possibilities for growth and success are endless when you identify needs and bring about solutions that help others succeed.
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