The essence of being overt is to be clear and assure your ... customer ... exactly what you want them to ... about the ... ... and reasons to believe in the outsta
The essence of being overt is to be clear and assure your prospective
customer understands exactly what you want them to understand about the
benefits, difference, and reasons to believe in the outstanding value of your
offering.
In my business I see a lot of customer communication materials.
Unfortunately Wholesale NBA Jerseys
China , I see too many customer presentations whereby you finally
understand what the company does and what benefits they deliver to their
customers somewhere around slide 7 of a way-too-many-slides
presentation.
No long ago I was leading a sales and marketing meeting,
discussing with a management team the launch of a new product line. We were
reviewing the new product's positioning, competitive environment Wholesale Nike NBA
Hats , pricing methodology, and sales collateral. While reviewing
the customer presentations I noted there were continuous questions:
"What
does that mean?"
"What do we mean by that?"
"What are the keys things I
should say about this slide?"
"What is the point we want to make on this
slide?"
As these questions were asked several times it become
obvious..."Why don't you just say on the slide what it is you mean and what it
is you want the customer to know about the benefits they'll realize as a result
of employing your solution?" The question was simple enough and left the meeting
participants looking around the room at each other.
It's amazing the
positive impact you can have on your sales efforts by simply communicating with
your prospective customers clearly and directly about the value you offer. To
greatly impact your revenue there are really only a few things you have to
do...
Don't Make Your Customer Translate Your Offering into Something
They Value - A huge mistake in marketing and sales is to unwittingly make your
customer translate everything you say into something they value.
Regardless of your market, customers of all types have similar buying
processes. Customers evaluate you offering by first asking themselves two
questions - "Why do I need this productservice? What do we get (benefit) out of
using it?" No matter what you say Wholesale Nike NBA
Shirts , write or present; this is the first and only thing going
through the mind of a buyer.
A great number of vendors (technology
companies tend to be the greatest offenders) make the mistake of communicating
with prospective customers from "love" they have for their product or service.
Their typical communication is driven from the
speeds-feeds-features-functionality of their offering. Their big mistake is not
realizing customers never buy speeds-feeds-features-functionality; they only buy
the benefits they can realize from employing your
speeds-feeds-features-functionality. If you communicate from your
speeds-feeds-features-functionality you force your customer to translate them
into meaningful benefits they value. Remember, customers only buy benefits. It
only makes sense then that you should lead your communications with the benefits
they want, expect Wholesale Nike NBA
Hoodies , and will enjoy.
"But aren't
speeds-feeds-features-functionality necessary?"
Yes.
Speeds-feeds-features-functionality, especially in technology markets, are
necessary and often critical to closing a sale. The difference is you want your
speeds-feeds-features-functionality to be evaluated as proof of your ability to
deliver benefits Wholesale Nike NBA
Jerseys , not as evidence in investigation of the benefits you
offer. Put another way, once your prospective customer resonates on the benefits
and value you offer, the speeds-feeds-features-functionality of your product or
service is then evaluated solely in its capacity to deliver the benefits your
customer wishes to purchase.
Communicating clearly and directly is the
key to assuring your customer knows the benefits and value you offer Wholesale NBA
Hats , something that important to the success of your business
must be overt.
Great Example of Bad Communication - I came across what I
believe to be a great example of poor customer communication. Following is exact
text taken from an anonymous company's marketing materials, describing who they
are and what they do. Note how it is unclear what they do for their customers
(benefit) as well as unclear why a prospective customer would seek their
services. Avoid making this mistake:
"Company X is a results oriented
training and consulting firm promoting sustainable economic growth globally by
developing entrepreneurship programs focusing on capacity-building techniques,
skills and knowledge. Company X provides needs assessment to determine
capacity-building strategies Wholesale NBA
Shirts , training design and implementation in small and medium
enterprise development, services focused on empowering women through
entrepreneurship, and technical assistance and business advisory
services."
For Company X Wholesale NBA
Hoodies , their prospective customers have to interpret and
translate the statement above into something meaningful for them (benefits).
Remember, all customers in a buying process take what you offer them in
communications and reason what's in it for them. Your customers want to know
what benefit they will realize as a result of using your product or service. You
can't take the chance of leaving it up to your customer to figure it out on
their own. You need to be overt in telling your customers who you are, what you
do Wholesale NBA
Jerseys , and what's in it for them. Remember to sell from their
process of buying. Lead with your benefits and offer your features and
functionality are proof of your ability to deliver.
Lasting Thought -
The lasting principal here is extremely simple...if you mean something; say it
as plainly as you possibly can. Never let a prospective
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