What is your selling point?
By Phillip Chichoni
Today almost every company that is serious in business is customer oriented and provides good quality goods and services. With dozen of companies producing the same offering and serving the same target customer as you, what will make the customer choose your firm and not the competition?
If you have not taken time to think about this and defining a unique selling point, you are probably struggling to grow your business.
What is a selling point? Well, it’s the message you want customers to associate your company with. You will find below or close to a company’s logo, on its advertisements, stationary, vehicles and premises. Let’s take a peek at the selling points of some well know companies:
- KMPG- cutting through complexity
- OK- where everyone is a winner
- Bon Marche- enjoy the widest range of quality products
- Edgars- own your look.
- Econet- the inspired network
Some of the selling points we see among small businesses have little meaning. For example, many firms use words like, “Quality”, “Service”, and “Care” etc. Does that give you a unique differentiation compared to competitors?
You need to take time to create your unique selling point that will make your business stand out from the rest.
If you are in consulting like me, you might find it a little more difficult to come up with a unique and believable selling point. One successful consultancy, Deloitte, uses its knowledge as its selling point, creating informed and useful content which their customers seek.
You probably have some quality, history or way of doing things that is different from the rest. Use that uniqueness to develop your selling point.
Please share your experiences, email firstname.lastname@example.org
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5 Selling Tips to Increase Your Sales
By Bob Leduc
Here are five selling tips to increase sales in any business without spending an extra dime.
Here are 5 selling tips to help you increase your sales. All 5 work for any business. They’re effective for both online and traditional offline marketing. And they won’t cost you anything to implement.
1. Promote One Thing at a Time
Promote only 1 product or service at a time. It limits your prospect’s buying decision to either “yes” or “no”. Every “yes” answer produces an immediate sale.
Avoid promotions requiring prospects to make more choices after making the decision to buy. Some won’t be able to make a clear choice. They’ll avoid the risk of making a wrong choice by making NO choice — and you lose the sale you already had.
You can develop separate promotions for each product or service you sell. Or you can combine several products and services into one package for one price. But always make your prospective customer’s buying decision a simple “yes” or “no”. It produces the maximum number of sales.
2. Lead with Your Biggest Benefit
What’s the biggest benefit you offer to customers? That benefit is your strongest selling appeal. Use it to attract prospects to your promotional message.
State your biggest benefit in the headline of your ads. Put it in the first sentence of your sales letters. Include it in a title at the top of your web page. Use it as the opening of your audio or audio-video promotions. Leading immediately with your biggest benefit captures your prospect’s attention and provides a compelling reason to continue reading or listening to your message.
3. Personalize Your Approach
More people will buy from you when they feel you are talking directly to them about their individual needs. Develop customized versions of your sales message to cater to the specific interests of prospects in each market you target. Use the language and style of prospects in each market to communicate your message to them.
It’s easy to use different versions of your sales message when you control who gets it. But how can you personalize your web site to appeal to prospects in one market without losing your appeal to other prospects visiting your site?
One way is to create special web pages for prospects in each market you target. Customize the content of each to appeal to prospects in that group. Then add a link to each of these special pages on your home page.
4. Provide Specifics
Marketers often describe their product or service with words like, “It’s fast, easy and inexpensive”. But a specific description of how fast, how easy and how inexpensive will generate more sales.
For example, a general statement like, “Our clients get more sales”, is dull. It won’t produce sales. Replace it with a specific statement like, “Most of our new clients enjoy at least a 17 percent sales increase in the first month”. This statement creates excitement. It motivates prospects to sign up now so they can start enjoying that 17 percent increase in THEIR sales.
5. Dramatize Feelings
Customers usually buy on impulse, not logic. They base their buying decision on how they feel about your product or service. Get them excited about using your product or service and you’ll increase your sales.
Revise your ads, sales letters and web pages to dramatize the emotional rewards your customer will experience when using your product or service. Use vivid word pictures to help them imagine themselves already enjoying those benefits. For example, a financial planner could describe what it feels like to enjoy an affluent lifestyle without debt.
Each of these 5 selling tips will help you increase your sales. They produce immediate results. And they won’t cost you anything to implement.
Bob Leduc retired from a 30 year career of recruiting sales personnel and developing sales leads. He is now a Sales Consultant. Bob recently wrote a manual for small business owners titled “How to Build Your Small Business Fast With Simple Postcards” and several other publications to help small businesses grow and prosper.
For more information… mailto:BobLeduc@aol.com subject=Postcards
Phone: (702) 658-1707 (After 10 AM Pacific time) Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133
Success in business comes from small daily tasks
By Brendan and Sally Palmer
Success in business comes from doing small, seemingly insignificant tasks day after day after day. It is the small things repeated daily that slowly but surely lead to resounding success over time.
It is therefore important that you decide what it is that you need to do every day in your business and then do it. A useful method of doing this is to create a “check list” of your daily to dos and mark yourself on this every single day. Write a list of your to dos on the left then have columns where you can write the date and tick. At the beginning of each day, check your check list. At the end of the day, tick off all the items that you managed to do and strive to improve every day. This is a self correcting exercise. What this means is that you will automatically get better when you start to monitor your own performance and by getting better at doing your daily tasks, over time will lead to your success in business.
Here are some examples of items that could be on your daily checklist:
2. Plan my day
3. Tidy my desk
4. Clear my emails out of my inbox
5. Find 1 new customer
6. Balance my cash
7. Protect my morning
8. Motivate the people around me
9. Take 1 action towards my 1 year goal
10. Leave work on time
Put together your own list of important daily “to dos” and start monitoring yourself. Overtime, you will automatically begin to carry out all of the tasks on your checklist. Then you can add more tasks.
Have a great week….
Brendan and Sally
Brendan and Sally Palmer
Creators of The Sabre Success Plan Program
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The 30 Minute Meeting
Here are six ways to keep meetings short and sweet.
Meetings are a necessary evil to keep communications moving in any business and continue striving for growth. But do meetings really have to be long to get the job done? Do they really need to last an hour or more? Do you find that meetings become just a forum for people to provide a status of their to-do lists to justify themselves?
At my online marketing company VerticalResponse, anyone can view someone’s calendar and see when the person is available in hour increments, which seems to make folks book an entire hour for meetings. In my opinion, for most meetings, that’s way too long.
Keep It Short and Actionable
I want to underscore why I think you should pre-set most meetings to 30 minutes or less and have an agenda you send out prior. In 30 minutes you should be able to:
1. Prepare yourself for a fast-moving pace.
2. Make decisions on the spot, or commit to making the decision in a specific timeframe.
3. Get to the bottom of an issue.
4. Ask what you need to do to make your attendees successful.
5. Tell your attendees what they need to do to be successful.
6. Get what you want out of the meeting.
How do you keep meetings to 30 minutes? Or do you?
Did you enjoy this post? If so, sign up for the free VR Buzz weekly newsletter (http://www.verticalresponse.com/vrbuzz) and check out the VerticalResponse Marketing Blog. (http://www.verticalresponse.com/blog)
Janine Popick is the CEO and founder of VerticalResponse, a leading provider of self-service email and event marketing, online surveys, social media, and direct mail solutions. The company was ranked No. 2,802 on the 2012 Inc. 5000. @janinepopick
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