I've been hearing for years that a successful business needs to have a USP (unique sales point). The problem is that most businesses find difficulty in identifying what their USP is. And even if they have a USP, eventually they find their competitors doing the same thing.So instead of losing sleep wondering what your USP could be, far better to think about what your ESP (emotional sales point), could be.Your ESP is about how your customers feel when they deal with you. How they feel when they use your product or service.A USP could be - "We have a 24 hour delivery service" The ESP would be - "You'll be enjoying our product the day after ordering it"A USP - "Our prices are very competitive" The ESP - "You'll feel you've received value for money if you buy this"As all good sales people know, we don't sell a feature (USP) we sell a benefit (ESP).Customers don't buy Nike clothing because there made from quality materials, they buy Nike because they want to feel like Tiger Woods on the Golf course or Andre Aggasi on the tennis court.They don't buy Microsoft products because of all the research they've done, they buy them because they feel good about them.Start to think what your ESP is. What does your product or service do that makes your customers feel secure, comfortable, acceptable to others, admired, stylish, wealthy, important, happy, relaxed or sexy.For those of you selling engineering or technical products and think this isn't for you - think again. Some years ago I worked as a Sales Engineer for Loctite industrial adhesives. On several occasions I proved to engineers through numerous tests, how my product could save time and money over the assembly methods they were using.Many engineers agreed with all the test results however they often rejected the product on the basis that it didn't FEEL right for them. I realised then that I needed an ESP to overcome this resistance. So there you have it - always remember that a customer will make an emotional decision before a logical one, whatever they're buying - so what's your ESP?
The prosperity and popularity of successful companies is obviously the result of continuous training. Without proper sales training, a business is unable to stand out from the rest, thus having poor exposure and low credibility on the market. In order to achieve and maintain the success of their companies, business owners need to make sure that all their team members benefit from frequent sales training. While a short sales training course or seminary can familiarize your sales staff with the fundamentals of sales, the long-term success of your business can only be achieved through the means of ongoing sales training. Ongoing sales training is vital for maintaining the pace with other businesses in your branch and it can also help your company to get ahead of the competition. Ongoing sales training programs are very important for any business, as they can help salespeople to maintain a good level of sales performance. It is important to note that the great majority of salespeople only improve their selling performance at first, being unable to progress further without frequent sales training interventions. Considering the fact that marketing and sales are a marathon, not a sprint, it is vital to frequently intervene with new, effective sales training solutions among the members of your business. Proper sales training programs work on multiple levels: they provide the members of your business team with the latest marketing solutions and strategies, strengthen the relationships between the members of your team and also boost the morale and the motivation of your entire sales staff. An effective sales training program can have a very refreshing effect on the entire business, announcing a new stage in the activity of the company.There are two main categories of sales training: self-study oriented sales training, which allows the trainees to learn on their own and trainer-oriented sales training, taught by a sales coach. The first category of sales training includes multimedia training, tradebooks and textbooks that contain various selling techniques and strategies. Trainer-oriented sales training includes programs that involve active participation to courses, seminaries or laboratories. In contrast with self-study oriented sales training materials, trainer-oriented sales training programs are by far the best means of acquiring a wide range of skills and abilities that can considerably increase the sales efficiency of your business. Trainer-oriented sales training programs have the advantage of offering trainees the chance to engage in role play situations, thus allowing attendants to quickly polish their skills. During the entire program, the trainees are encouraged to express their opinions and ideas, being provided with proper feed-back from their trainers. Trainer-oriented sales training programs can effectively improve the skills and abilities of your business team members, thus enhancing the overall performance of your company.
Does the way you end your ad copy make a difference between sale or no sale? Absolutely! The way you end your ad copy can and does make a difference between sale or no sale!Read these 10 Power Packed Ways To End Your Ad Copy and you will start to see what I mean.Do not just pick one of these methods at random and assume it will punch up your sales.Experiment with each of these methods. Or perhaps one or more of these methods will inspire you with a similar idea of your own to try.The point is and I cannot stress this enough - if you are willing to take the time to check out the different approaches you will soon find one that could kick your sales over the top.1) End your ad copy by telling people what will happen if they buy your product. Use your most powerful benefit as the example.2) Or try ending your ad copy by telling people what will happen if they don't buy your product. Use a problem that they will not be able to solve without it.3) Use this method to end your ad copy, a question they will always say yes too. They then will be used to saying yes when you ask them to order.4) Or end your ad copy with a short review of your whole ad. Repeat all the major benefits and features they will receive.5) You could end your ad copy with a deadline. Tell them it is a limited time offer and they need to order by a specific date.6) Try ending your ad copy with a powerful guarantee. Give them a lifetime or triple your money back guarantee.7) You could end your ad copy with a testimonial. Use one or two of your customers' testimonials that is believable and includes specific results. Make sure you ask your customers permission to run their testimonial in your ads.8) Or you could end your ad copy with a free bonus. When you give them a free bonus it increases the product's perceived value.9) Try ending your ad copy with a discounted price. Just list your regular price and then offer a discounted price off the order right now.10) Or you could end your ad copy with a free sample or trial of your product. If your ad didn't attract them to buy, maybe a free sample or trial would.Do not forget to keep track of your sales during your running of the different ad approaches or you still will not know which method is working best for you.If you like this information you'll L-o-v-e the other things we have for you in our F-r-e-e newsletter. Go subscribe right now before you forget, click this link www.athomebusinesswizard.com the sign up form is on the left side of the page.
One of the most important negotiation skills you can develop is to get in the habit of finding the other side's deadline. Time is of the essence. It even says as much on most business and real estate contracts. What does this mean in negotiating? It means that whoever controls or understands the elements of time involved in a negotiation has the better position.Many years ago I was looking at a truck for sale. I asked the owner why he was selling (always a good idea). He told me that the IRS was coming after him and he needed to sell the truck by the weekend (It was Tuesday). When do you think you would be able to negotiate the best price on the truck? Maybe right now, but certainly on Friday if the truck is still available. On Friday he would be desperate to get what he could from the truck before it was seized by the IRS.Using Deadlines As A Negotiation ToolThis guy wasn't using good "negotiation skills" . He gave away too much information. More specifically, he gave away his deadline. One of the most important things to understand in negotiating is deadlines. The two things to remember about them are: 1. Don't give away your deadline(s), and 2. Find the other side's deadline(s).Find out whatever you can about any relevant deadlines. Sometimes there isn't a clear deadline, or there are several deadlines for different parts of the negotiation. Whatever the case, the more information you can gather about those deadlines, the better.How do you use that information once you have it? The crudest method is to simply delay and wait until the last moment to negotiate. This only works if the other side doesn't walk away, and if your own deadline permits it. It also requires that there are not others who can take your place (as is clearly the case with a truck for sale - it might not be there Friday).A bit of sophistication is required to use this information effectively. You may want to start by identifying what is most important to you in the negotiation. For example, if you are buying an apartment building, is the price or the terms the crucial element for you?Let's assume that price is most important to you. When you wrote the offer, you put some price on it, but you have inspections and other contingencies that allow for everything to be renegotiated. The process of inspections and negotiations ties up the property, so your competition is excluded for the moment. Then you learn that owner really wants to sell by the start of the school year, because he will be moving with his children.Work on everything else in the negotiations except the price. Have inspections done, agree on what will be included with the property, etc. As the seller's "deadline" approaches, he will be getting anxious to close the deal. Then you let him know you're ready to close quickly. Of course, you'll need the price adjusted due to the results of the inspections.At this point the seller has the choice of throwing away the whole deal. This means starting over, and not moving when he wanted to. Alternately, he can be happy that he got what he wants most - a quick close. This means giving you your price.This points up the importance of getting information on the other's deadline, but also the importance of not revealing your own. When I was a real estate agent I heard the story of a man who sold his property for a large profit. He had to pay $80,000 in capital gains taxes unless he rolled the money into another property, as a "title 31 exchange." He had 60 days to close on the new property.Imagine the abuse he would open himself to if, with ten days to go, the seller learned of his deadline and the cost of the buyer missing it. He could threaten to delay closing unless the buyer paid $10,000 extra for some old coin-operated washing machines, for example. Overpay by a few thousand, or lose $80,000. What do you think he would do?For an everyday example of using deadlines, try buying your next car towards the end of the month. Many times there are quotas that dealerships want to meet for the month, and bonuses that salesmen get for monthly volume. Saying "I'll think about it and return on Thursday," (or whatever day is the first of the next month) can have them dropping the price fast. It's always good to practice your negotiation skills.
1. Prepare Yourself To Excel. Use a checklist to prepare your attitude, appearance, customer information, company and product information and the selling environment, so you can be at your best on every call. 2. Notice What Is Working. Study yourself, your product or service and your company to know what is working now. Reinforce the actions and tools, which are generating results. Learn from your successes as well as your failures. 3. Know Your Competitive Advantage. Study your company and your products and services in relation to what your competitors offer. Know where and how you stand out, and where you don't. Be prepared to discuss these comparisons at any moment. 4. Improve Your Sales Skill, Not Just Your Product Knowledge. Don't rely on product knowledge to make you more persuasive. Sharpen your skills in reading people, describing your offer in compelling ways and in asking for the order at the right time. 5. Target The People Who Are Your Best Prospects. Best customers have patterns. Most will fit the same pattern, so prospect among those who fit the pattern. Calling on people with similar needs, circumstances, and interests makes you more likely to create another best customer.6. Know What To Be Curious About. Know in advance what questions to ask by knowing what answers you need. Cultivate a strategic curiosity. Learn to be curious about the things that will advance your chance of making a sale. 7. Realize Who Is In Your Market. Create a profile of the ideal market for what you offer. Define who they are, where they can be reached, what they care about, what they fear, what they read, whom they admire and more. Know them well.8. Understand The Person And Their Situation. Create an awareness of the psychological needs of your prospect as well as knowing what their technical needs are. Sometimes the way someone wants to feel has more influence on their decision to buy than what they actually need. 9. Find The Diamonds In Your Own Backyard. More business exists around you than you know. Look among your friends, neighbors, existing customers, past customers, colleagues, competitors and coworkers for the opportunities that others overlook. 10. Ask For Specific Referrals. Tell people what your ideal customer or prospect looks like. Ask them who they know who fits this description. Then ask them to take a specific action to help you meet the prospect; a telephone introduction, a testimonial letter, arrange a luncheon or coffee shop meeting, etc. 11. Manage Your Sales Reputation. Determine today how you want to be thought of tomorrow. Specify the reputation you want within each group of which you are a part, and then work a plan to earn it piece by piece. 12. Grow Your Brand Identity. Get yourself and your company known within your market area. Write articles, letters to editors, offer expert input for reporters and publishers, conduct surveys, provide free services to key people, donate your time to worthy causes, put your photo on your business card, share valuable ideas via email. Create a broad awareness of yourself as an authority on what you do. 13. Build A Fortress Of Great Relationships. It is not only who you know that determines the value of your relationships; it is whether they know you as a valuable business resource. Define who you need to know today and five years from today. Start now to cultivate the relationships and the reputation, which will expand your possibilities. 14. Learn To Manage Points Of View. Half your job is keeping yourself and others in the right frame of mind. Cultivate your ability to keep the focus on the things that matter most. Become a person who can put everything in perspective for others. 15. Manage Tension Throughout The Sales Process. As tension rises, trust falls. Be aware of the ebb and flow of tension as the sale unfolds. Learn to reduce it when it gets in the way and to momentarily increase it to add urgency to the decision process.16. Look Like Good News To Your Customer. The way you are perceived by your customer determines how much resistance you will encounter as you sell. Learn to project a positive feeling among those you communicate with. Become a partner in problem solving, not a sales persuader. 17. Cultivate A Selling Style That Uses Your Sales Strengths. Use the combination of online communication, in person calls, telephone contacts, trade show attendance, and public speaking, which allows you to shine. Build a mix of activities to diminish your sales weaknesses and amplify your strengths.18. Give Samples Of The Experience You Represent. A movie ticket doesn't just buy you a seat in the theater; it buys you the experience of enjoying the movie. What experience does your product or service bring to people? Give them a way to sample that experience through your presentation. 19. Stay Conscious Of The Meaning In What You Do. When a person doesn't find much meaning in what they do, they don't bring much value to what they do. Write down specifically how your product or service makes life better for those who buy it. Read this description every day briefly, to keep in mind the reason behind the purchase. It's not about buying; it's about benefiting from buying. 20. Know When And How To Ask For The Order. Learn to recognize buying signals, how to ask differently with different people, when to let the customer sell himself, how to negotiate details and when to walk away. If you don't ask you don't get. But how you ask often determines success or failure. 21. Deserve To Have Loyal Customers. Know how to cultivate dedicated clients. Become competition-proof by delivering more than people expect. Overfill your client's needs and be their business friend, even when they are not buying from you. Be the kind of person people rave about.