Do you have an Unbelievable Selling Proposition?
Would you like to create and sustain long term business growth, increase revenue and profits, and achieve financial security?
The most important aspect of every business are the clients? Would you agree? Most business owners are throwing away valuable money to bad marketing that doesnt even reach their ideal client. You need to identify ideal clients and understand their ideal buying process. Your selling proposition is key in determining the success of your business. It is important to begin with the end in mind and work backwards through reverse engineering. Marketing is the only way to attract new clients. Lets begin with the basic principles for your ideal client: know, understand, and deliver a solution.
There are two important aspects you need to look at when knowing your ideal client:
Demographics-ability, need, interest
Psychographics-why someone wants to buy your product
It is helpful to get a snapshot of your current clients to begin this exercise. This enables you to match the needs and wants of your clients and the needs and wants of you.
Example: Is your current client married/single; family oriented; how old; who has the buying power. You may have a product that only men can use, but their wives usually get it for them so you would need to target women instead of men. It is important for you to serve the right client so you get referrals and service from them over and over again. The ideal client will be your client for life. Always remember wants are always more powerful than needs. That is why it is important to focus on the wants and needs of your clients.
Do not compete on price. There will always be someone to undercut your price. You need to provide more value and the client will pay for it because of their wants. If you are in this situation then you are sending out the wrong marketing message to your clients.
It is really important to make your business innovative your business and make it really unique. This is where a killer selling proposition comes into effect. Focus on the decision maker and user. The end user may not always be the person involved in buying the service or product. Does your business exceed your customers expectations? Can you improve what you do offer?
Find three hot buttons that your clients always want. For example: a family with a broken pipe wants the problem to be fixed right away. Then state what this means to your ideal client. I want quality materials and proper experience.
Follow with two more hot buttons and what the client wants from the hot buttons.
Example:
Hot button1: plumber doesnt show up on time ever
What this means to your client: loss of work time and wages
Hot button 2: plumber doesnt fix the pipes properly
What this means to your client: more money and time away from work
Hot button 3: plumber is not neat and clean
What this means to your client: customer goes home after work to a messy house
Now figure out how your business addresses these wants. Put it in the form:We to meet the want described above and offer this solution to you.
For example: We arrive early to your house so you dont miss valuable time at work.
In the innovation section it is important to use we could statements. What additional steps could I take?
For example with the plumber above: We could inspect the rest of the pipes in the house to eliminate future disasters and this will save the client another call and emergency while saving the client money.
Help with the elevator speechWhat do you do?
1. Do you know how
2. What we do is
Example:
Start out with : Do you know how frustrating it is to wait around for the plumber while losing wages at work
What we do is arrive on time to fix your pipes so you dont have to miss important parts of your life.
Now, for your selling propostion. Make the above statement into one sentence or a phrase that will make people ask How do you do that. A good exercise for this is to write what you do in the middle of a piece of scrap paper and then surround what you do with benefits. Start combining these words until your selling proposition is effective.
Maggie Yue gives you financial freedom through predictable revenue and clients for your small business. She adds her personal touch to give you a tailored program that gives you sustainable results for the long term.
Useful Links:
Win her over with a romantic candlelight dinner cooked by you (courtesy of those life-saving online recipes!).
