I noticed something interesting at a conference I attended recently. The conference was amazing, but I noticed something noteworthy about many of the exhibitors: they didn’t know how to tell me the problems they solve. They tossed around words like noteworthy, synergy, cohesive, and proprietary, but they couldn’t answer the most important question: “What do you do… for me?”
On today’s episode of The Sales Evangelist, we’ll discuss the consequences of confusing the customer, and why it’s important to answer that single question: “What do you do… for me?”
When people ask what you do, they are trying to understand what you can do for them. What problems do you solve?
If you tell prospects you operate a consulting firm, what does that mean? It’s bland. Generic. There’s nothing that helps me understand how I can benefit from your services.
We are a consulting firm for real estate brokers. Our clients typically have at least 10 agents, and they are struggling to generate new leads for their realtors. They aren’t closing enough deals, so we step in to provide a blueprint to find more leads and close more deals.
Don’t make your prospects do mental gymnastics to understand the services you offer. Don’t burden them with jargon.
Donald Miller, author of the book StoryBrand, cautions against confusing your prospects because they’ll most likely look elsewhere for help.
Many of us rely on the same information for every pitch we give.
Not only are we not personalizing the message, in many cases, we’re consistently repeating a message that isn’t effective.
Just as sports teams must practice in order to know what role each player will assume, your team must practice its efforts in order to maximize the effectiveness. You must practice your message until you can deliver it in a way that helps prospects understand your mission.
Your sales team must have a strategy and an effective message that will help your prospects understand what you can do for them.
The book Stop Selling & Start Leading: How to Make Extraordinary Sales Happen from our sponsors at Wiley provides a fantastic blueprint of all the things buyers say they expect and want from sellers.
Grab your free excerpt of the book here, and view the SlideShare that explains many of the leadership principles you need to stop being subservient to your customers. If you prefer, download the SlideShare so you can refer back to it.
Check out the Video Jungle podcast, which teaches you how to utilize video to stand out from your competition. Plan, create and share your way to better content and strategy. You are a brand, and video can help you set yourself apart.
Leave us a review wherever you consume this content and share it with someone else who might benefit from our message. If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.
When I first discovered the idea of selling on social media, I wasn’t approaching it the right way. I assumed that social selling was as simple as posting something that would lead to a sale.
I realized, though, that social selling involves building relationships and guiding the prospects through a conversation that might lead to an appointment. Today, on The Sales Evangelist, we’ll discuss what makes today’s buyer different, and why outdated sales strategies won’t work.
Simply asking people to buy your product won’t prompt a transaction.
You must think differently about social selling.
The truth is that most sales professionals won’t stay in one job for 20 years. Most will switch jobs within about 3 years, although they’ll likely stay in the same industry.
By establishing a brand identity, you’ll allow your customers to follow you no matter where you move within your industry.
Make your social media pages reflect your industry and your knowledge about the it.
Improve your ability to reach people with the following steps.
1. Choose the right network. Do that by using the platform your customers use. Ask people in your industry what platform they spend time on.
Watch your prospects’ social media activity and use it to build relationships.
2. Be consistent. Post regularly. When customers repeatedly see you online, and they don’t see your competition, they’ll begin to engage with you more.
3. Establish expertise. Find information that’s relevant to your customers and find a way to tailor it to their situation. If you’re reading about Facebook privacy issues, figure out how that relates to your prospects.
Use mechanisms like videos or animations or blogs to establish yourself as a resource. Fiverr is a great place to hire help creating any of these resources.
4. Engage with your audience. If a prospect got a promotion, or had a birthday, or changed jobs, use that as an opportunity to engage. Send a personal message.
Better yet, connect two people in your network. If one of your connections needs new office furniture and you know someone who handles office furniture, tag them both in a post with an introduction.
5. Be the expert. Share content. Post on LinkedIn. Write blog posts. Create a podcast using Anchor.
Start by finding your customers’ top 10 frequently asked questions and answer them in one of the methods above.
Pick one of these and start working to build value today.
We want you to be successful; to find more ideal customers. We want you to build stronger value and close more deals. We want you to do big things.
You can hire specialists to help you with video or animation projects or other gig-type work at fiverr.
You can also become a leader to your buyers by presenting value and building relationships. The book Stop Selling & Start Leading, offered by our friends at Wiley, provides a blueprint for your customers and what they are seeking. Read an excerpt of the book here.
Use Anchor to start your own podcast as a way to establish yourself as an industry expert.
Then, check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create, and share your way to better content and strategy.
The podcast is part of our newly-launched Sales Podcast Network, designed to provide specialized sales content for sellers of all levels and all industries. To learn more, email us at SPN for more information.
Leave us a review wherever you consume this content, and share it with someone else who might benefit from our message.
Audio provided by Free SFX.
Often, though, as sales professionals, we skip the connection step and go straight for the sale.
On today’s episode of The Sales Evangelist Hustler’s League, we discuss ways we can connect with prospects so they begin to see us as someone who is like them.
Whether we’re beginning with cold outreach or warm leads, we must address unconsidered needs: something the prospect hadn’t thought of before.
If I can share something the prospect doesn’t already know, he’ll consider that valuable, and it will build connection.
A member of a political party may overlook their dislike for the party candidate because he believes strongly in the party’s message.
Sellers who craft a message prospects can believe in will more readily convert them to customers.
We communicate 7 percent of our message through words. The other 93 percent is through vocal tones, volume, and body language.
Without personality, our message won’t translate.
A salesperson called me on behalf of a company that I’m providing coaching for, and she read a script to me. It was monotone and uninteresting, and if I hadn’t known the company, I would have hung up.
Words weren’t enough. I couldn’t relate to her.
Match the pace of your speech to the person you’re speaking to. If he’s from Texas, slow down a bit. From New York? Pick up the pace. If he talks quietly, you do the same.
If the prospect is sitting with crossed arms, use mirroring to try to persuade him to open up his posture. Change your own posture to something open and your prospect may do the same.
We share these messages with you because we want you to build value, be happy, and close more deals.
Most importantly, we want you to go out every day and do big things.
Our group coaching program, The Sales Evangelist Hustler’s League, offers sellers of all experience levels and all industries a chance to learn from one another, share experiences, and benefit from weekly online coaching sessions.
Our next session begins April 26, and it will focus on building value in an effort to close more deals. To see if you qualify, visit The Sales Evangelist Hustler’s League.
Sound provided by Free SFX.
Today’s episode is another snippet pulled out from the TSE Hustler’s League where we talked about how you can craft a powerful message that’s going to impact your ideal clients, that they will enjoy and that they can resonate well with.
Ways to Craft a Great Message during the Prospecting Stage:
Identify the people involved in the buying process. Those people call the shots, whether it be the VP of Sales, or the CEO, or the procurement department.
Tie it back to something interesting about them. Is there any other nugget that you can use within the conversation?
Find a way to share a problem, a solution, and statistics that you can incorporate to tell a story.
Your next step is not the sale. It’s just to get an appointment to the next step so you can dive in deeper.
As a thanksgiving gift from me to you, get access to all of the TSE Hustler’s League past recordings at a discounted price of $20.
Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.