How well do you communicate your sales message? Is your message clear, concise and consistent? When was the last time someone walked up to you at a social gathering, introduced themselves and asked you, “What do you do?”
What did you say? How did you communicate your message? Were you at a loss for words? Well, most sales people are and if they aren't their message sounds like everyone else. Let me give you an example of what I mean. I was speaking in front of a group of Financial Advisors and Insurance Agents and I walked up to 5 people in the audience and introduced myself and asked them what they did. This is what I heard. I'm an insurance agent or I sell insurance or I'm a financial advisor or a financial consultant. All the answers were pretty much the same.
If you sound like everyone else, you have commoditized yourself. Seth Godin, in his book Purple Cow, talks about being remarkable. There are a lot of brown cows out there. It's really easy to become purple. I would like to show you how easy it is to become purple and sound different.
How we communicate our message is done with words, how we say those words and what we say with those words. Picture this. You are an artist that creates pictures in the mind of the listener. The words are the paint. The how, are the brushes or the application of the paint to the canvas and the what, is the final picture. This picture has to be clear, concise and consistent or you will confuse people. Remember that confused people will not take action. That's the first part.
The second part is actually creating your unique message. You and I are motivated by pain and pleasure. We will do whatever we can to avoid pain and increase pleasure in our lives. Let me give you an example. On a recent business trip, after spending many hours in airports, by the time I got to my hotel I had a splitting headache. I went to the store in the hotel in search of some Advil. Are you ready for this? $1.75 for 2 Advil! Did I pay it? Of course I did. Why? I wanted to eliminate the pain in my head.
You are probably thinking, what does this have to do with creating a message that is purple? Let me show you. First, lets start with pain. Identify one thing that your product or service will eliminate, reduce or avoid for your prospect or customer. Now do the same thing for pleasure. Identify one thing that your product or service will increase, expand or maximize.
Now, plug and say. Use the following template to create your message. “We have created some unique strategies/ideas/approach that will (eliminate their pain) and (increase their pleasure).”
Here is an example of what I use in my own business. “We have created a unique approach to prospecting that will help reduce call reluctance and maximize the number of sales opportunities.”
Create several “Unique Messages” and apply them in a variety of situations such as, voicemail, email, face to face or even social media.
Don't be a brown cow. It's easy to be purple!
Would love to see your “Unique Message”.
Please email me yours at: steve(at)TheProspectingExpert(dot)com or leave share it below.