Synopsis
The most effective marketers and sales professionals engage in dialogue, not monologues, with their potential customers by being clear, concise, and compelling. They do this to quickly connect to what’s most important to their target customer and sales prospect.
The key to the most effective marketing and sales is to engage in dialogue, not monologues, with your customers. These dialogues must take place in your customers’ language. If they speak Spanish, learn to speak Spanish, not Greek. Listen to the words your customers use, then reflect their words right back to them. They’ll know you’re hearing them, loud and clear.
To more easily communicate your unique selling proposition (USP) to your customers, keep the following three points in mind:
- Be clear. If your customers aren’t clear about who you are, what you stand for, and what value you bring to them, they aren’t going to bring you their business.
- Be concise. If you’re somewhat clear, but tend to go on and on with your message, your customer will “tune out” your static noise and take their business to someone who gets directly to the heart of what matters: the problem they are trying to solve.
- Be compelling. Use your words to persuade your customers to take action. The best way to position yourself for a sale is to get your customer to respond to your call to action.
Be careful of the buzz words your employees use
It’s risky to base your promotional message on information derived directly from your employees. These individuals are predisposed to interpret the messages you communicate correctly and accept them. They also speak in “buzz words” that people in the industry understand, but regular people do not find as familiar. Employees and staff definitely cannot be considered “average consumers” of that product category.
Those who work for you will spend more time thinking about your product in one afternoon than the average consumer will in a lifetime. In three to five statements, the key is to succinctly articulate what problem your product solves for the buyer and how they benefit from what you offer. Ultimately, you must communicate this message clearly to anyone, including those who don’t recognize that there is a solution to their problems.
Click here to read the reason to believe in what you do, for both your customers and employees exists in your customer value proposition. Solving the question of why your business does what it does is how you help your employees see how they create value for your customers in the work that you pay them to do. Your USP gives your target customer the reason to buy from you versus your competitors.
Learn how to be more compelling
Click the link below to read the reason to believe in what you do, for both your customers and employees exists in your customer value proposition. Solving the question of why your business does what it does is how you help your employees see how they create value for your customer in the work that you pay them to do. Your USP gives your target customer the reason to buy from you versus your competitors.
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