The Golden Rule of Clarity
“Let a customer say NO because what you offer doesn’t apply to them.
But NEVER let a customer say NO because they don’t understand what you are offering.”
- Doug Hall, Eureka! Ranch
Posts Tagged ‘marketing clarity’
Thursday, July 17th, 2008
Wednesday, June 4th, 2008
Ten Days to Selling More with Less Effort – Dominate Your Market
Yesterday was all about future focus being 10x more predictive of success.
Today: The ability to dominate your market!
You have it or you do not. The data proven number one reason people do not sell is they talk too much, and number two, they have no true value that they offer. It happens to us weekly and sometimes by people interviewing with us. The most (sadly) remarkable, are the ones you have two and three meetings with and you still have no idea what value they offer or what benefit they provide.
This reinforces the importance of your message clarity verbally and in writing. If you advertise, does it work? And how do you know? We have seen our clients, prior to us getting involved, spend $30,000 in one business journal without ever getting any response or business from the advertising. What you say and what you do must have a dramatic difference to make an impact. Just to be clear, you have a 370% greater chance of success and profitability if you have dramatic difference. What is dramatic difference? Let’s say you are selling a Honda Accord that gets 21 mpg in the city, meanwhile the Toyota Prius is getting 48 mpg in the city. Though both brands are great, Honda becomes low value and Toyota, high. You now have to find a way to make your offer twice as valuable as your competitor’s. Get serious about value. What can your customers not live without? What can you make available that hasn’t been done yet? That is your start and your finish to the dramatic difference!
Summary: Get serious about where you can dominate your market. What can you really offer? Focus on that for all of your customers. Do not try to be what you are not. Just focus on one or two things and maximize them by figuring out how to become the best in the world.
Fuel Economy Source – http://www.fueleconomy.gov/FEG/bestworst.shtml
Photo by flickrsquared
Wednesday, January 16th, 2008
Do You Show Up and Throw Up?
Do you show up and throw up? If someone asks you what you do, is your response long winded? Are people leaving the conversation before you can ask them the same question in return? Our “marketing piece” is literally an airline-grade barf bag with a Sales Safety Information card inside of it! It is remarkable, meaning people actually remark! We were recently in Vegas at the Consumer Electronics Show (CES) and we were handing out barf bags. Later in the trip, someone overheard our company name, Sales by 5, and said “Oh yeah, the barf bag guys!” So for all of you without a barf bag, check out our Sales Safety Card tips below. And if you’re dying for a Sales by 5 barf bag, shoot us an email and we’ll pop one in the mail to you. If we run out, we’ll get one to you as soon as we are restocked.
Sales Safety Information
1. 10 seconds: This is how long it should take you to peak someone’s interest on what you can do for them.
2. Listen twice as often as you speak
3. Numeric precision on your communications messages greatly increases your credibility and the difference you portray. Example: We return your calls in less than 5 minutes.
4. Clarity in your marketing messages (5th grade reading level) increases your odds of selling by 70%.
5. Focus in your marketing messages to one thing increases your odds of selling by 60%. Eliminate the irrelevant.
6. Your image matters, so do the features, but your overt benefit and the real reason to believe you can deliver that benefit matters the most.
7. If you have dramatic difference from your competition, you have 370% greater odds of success and profitability. Source: Harvard Business Review. Not sure if you have dramatic difference?
8. Salt and Pepper: If you were helping a restaurant get more customers, you would not advertise that you have free salt and pepper. Is your company selling salt and pepper to your industry?
9. Does everyone in your organization know what to say when asked what you do? These sound bites should be artwork on your walls!
10. Does your business card give the recipient the benefit received when working with you?
If this got your attention and you’d like to apply it to your company, check out our Eureka! Winning Ways program.
