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ARE YOU CLOSING THE SALE?
It seems like you are soooo close to that sale.
• You give them your business card, and then…nothing.
• No contact. No call. No Sale.
WHAT DIFFERENTIATES YOU?
Understanding what makes customers choose you over another company is important so that you can include these differentiators in your marketing message.
ARE YOU SCARING THEM AWAY?
It’s a lot like dating.
• If you immediately start talking about marriage on the first date, it’s pretty unlikely you’ll have a second one.
Yet many business owners scare away potential customers with the equivalent approach of: We just met, now buy my stuff.
In this lesson, we’ll show you how to separate your company from the competition and grow the relationship with your potential customers.
• You have unique skills, products and approaches that customers are searching for…if they just understand what you have to offer.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll learn:
- How to use your unique selling proposition to help people know, like and trust you.
- List what differentiates you from your competitors
- And the importance of keeping the channels of communication open to reinforce why you are the perfect solution.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide to give you “hands-on” training customized to your own business
DO THEY KNOW, LIKE AND TRUST YOU?
Why should a potential customer buy from you instead of someone else?
- Even before price, people buy from companies they like, know and trust.
Here’s an example:
When you’re at Starbucks the next time, think about this:
Why do people buy from Starbucks instead of getting a cup of coffee from the local convenience store?
- You like the baristas at Starbucks better than the minimum wage clerk at the local gas station.
- The staff is friendly and knowledgeable, but not pushy.
- You know that you’ll get the beverage you want consistently in clean and hip environment.
IT’S ALL ABOUT RELATIONSHIPS
And you can trust that experience will be repeated from Starbucks to Starbucks across the country.
- The fact is that people want to know, like and trust you before they buy.
These three truths are why the use of email marketing, social media and other forms of internet marketing work so well.
- It gives you a chance to get to know each other and build a relationship.
Let’s look at how this fits together.
STEP ONE: DO I KNOW YOU?
The first step is to get potential customers to know you.
- What do you do?
- What is special about the way you do it?
- And what will the experience be like if I buy from you?
EXAMPLE: ROMANCE OR PASTA?
For example, an Italian restaurant owner realized that he was really in the romance business, not the food business.
- He wanted people to know that when you wanted a special night with your sweetie, his establishment was the place to go.
He tailored his marketing message through his website and social media to help people know that his place was the place for romantic dinners.
WHAT CAN YOU DO?
What special experience can you offer potential customers?
- Use your practice guide to jot down some ideas.
STEP TWO: DO I LIKE YOU?
The next step is to get them to like you.
According to Dale Carnegie’s classic book “How to Win Friends and Influence People” here are six ways to make people like you.
1. Become genuinely interested in other people.
3. Remember that a person’s name is, to that person, the sweetest and most important sound in any language.
4. Be a good listener. Encourage others to talk about themselves.
5. Talk in terms of the other person’s interest.
6. Make the other person feel important – and do it sincerely.
These same principles apply in business.
- Be interested in helping your potential customers solve their problems and listen.
STEP THREE: DO I TRUST YOU?
Finally, most people will not buy from a company they don’t trust…No matter how good the “deal.”
Trust is built through:
- Being trustworthy in the small things
- Acting in the best interests of the other person
- Spending time with the other person
- And apologizing when you make a mistake.
IT TAKES TIME TO BUILD TRUST
Finally, remember that building trust takes time.
Once you understand this, it makes it a lot easier to accept why repetition is so important in communicating with your potential customers.
WHAT MAKES THEM KNOW, LIKE AND TRUST YOU?
In this lesson’s practice guide, take time to list what things you want potential customers to know about your business when they first come across you.
- Think about what things you can do to make the connection to move the relationship along to “like.”
And if they were to trust you to solve their problem, would they feel like they made the right decision?
- All of these special qualities go into determining your unique selling proposition.
HOW ARE YOU DIFFERENT?
Now that you’ve looked at the importance of making sure people know, like, and trust you, let’s look at what differentiates you from your competitors.
WHAT DO SHOPPERS WANT?
Why do shoppers pick one store over another?
Some common differentiators are:
- Quality and durability
- Product availability and uniqueness
- Leadership and authority
- Timely delivery and superior service
- Customer support
- And cost
How do you compare with your competitors on these characteristics?
ARE YOU THE LOW PRICE LEADER?
It might surprise you to know that a common mistake of small business is to price their products and services too low.
- It’s unlikely you’ll ever be able to “out-Wal-Mart” Wal-Mart so concentrate on differentiating your business with non-price qualities.
Remember there will always be someone to come along and offer it cheaper.
- Be the one that offers the better value.
DO YOU SEE OPPORTUNITY?
It is also a common mistake for small businesses to focus on what their competitor offers and not what is most important to the potential customer.
- Opportunity is found when you can show a unique solution to a problem or desire that your customer wants resolved…and your competitors have missed.
Go back and review the list of emotional drivers to understand what people really want when they make their purchasing decisions.
HOW DO YOU COMPARE?
In this lesson’s practice guide there is a section for you to compare what differentiates you from your competitors.
- As you go through this, think of words that describe the unique qualities that you offer and note those in the space provided.
FIGHTING LATER AND NEVER
You’ve looked over all the reasons that potential customers should buy from you.
- But what if they’re not ready to buy now?
THREE REASONS YOU DON’T GET THE SALE
There are three reasons you don’t get the sale:
- First they decide to buy from someone else.
- Second, they decide not to buy.
- And third, they decide to buy, but not now.
KEEP TALKING WITH THE “LATERS”
In this lesson, we talked about how to show a potential customer why they should buy from you instead of a competitor.
Now, we’ll look at the importance of keeping the communication flowing so that when they decide to buy, you are at the top-of-their mind.
ASK FOR PERMISSION OR BEG FOR FORGIVENESS?
One of the most important results in internet marketing is that you get permission to continue the conversation with the customer.
This can take several forms:
- They give you their email address by subscribing to a newsletter or blog.
- They give you their contact information when they receive a valuable e-book or special report.
- They follow you on Twitter, or like you on Facebook
TIME TO MAKE IT REAL!
This lesson’s practice guide asks you to list three ways you can get contact information from potential customers to keep them engaged in your business even if they don’t need your solution right now.
Now that you‘ve determined why potential customers should buy from you, let’s examine what the internet can tell you about buying trends in our next lesson: “How People Use the Internet“