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Pinellas Park, Florida, United States
I founded Core Business Solutions with the goal of helping business owners improve operating results, add value, and recapture the energy and passion that was present when the business was new. We also have the expertise to assist start-up companies create the foundational structure needed to provide the best opportunity for the business to grow and prosper in uncertain economic times. Our goal is to help the business entrepreneur/owner, through mentoring and coaching, develop or enhance managerial skills while providing that independent and objective advice and expertise usually provided by a board of directors.
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Saturday, September 17, 2011

Three Key Elements to Make Your Offer Irresistible

As a customer, you’ve no doubt received many sales pitches from companies trying to sell you something and I'll bet the vast majority of which you ignore, tune-out, or reject outright.  But when the tables are turned, and you are the one making the proposal, there are three key elements that will make your offer more compelling.  These three components make-up what’s known as your Unique Selling Proposition or “USP”.  This is one of the simple tips I share for converting prospects into buyers.  Whether you’re making your proposal in person, through a brochure, or on your website, you’ll have more impact by including these three elements…

1-Translate Features into Benefits

Sales often get bogged down in detail when a product or service is overly-described in terms of features rather than benefits. A feature is a physical characteristic of or a fact about a product or service. A benefit is what that feature does for the user. For example, a feature of an automatic garage door opener is when you push a button; the garage door goes up or down. A benefit is since you no longer have to get out of your car and be exposed to the weather; you save time, possible back injury, and maybe even reduce dry cleaning bills.

In your proposal, be sure to translate your product or service features into benefits. Here’s an easy way. Briefly mention the feature, then use these six magic words: “What that means to you is…” Then describe the benefit. Translating features into benefits helps potential buyers fully appreciate the value that you provide.

2-Describe your Difference

Chances are, there are other suppliers of your kinds of products or services so it’s important for customers to know what makes you unique. Rather than trying to explain what you do better than your competition, instead describe what makes you different.
That takes you to the third element of crafting your unique selling proposition…

3-Prove it!

Provide facts, statistics, examples, and testimonials that verify your claims. If your evidence is in the form of a client testimonial, be sure to include the client’s full name and company. Otherwise, the ‘fact’ looks like fiction. Obtaining customer endorsements is easy when you do good work. Simply ask for permission from your happy customers to feature their comments. Most people are flattered and will happily consent. be sure to take this one step further and add video testimonials to your website. The power of a simple well-done video cannot be over-stated.

Now-Finish with "What’s Next"

If your proposal is in writing; be clear about the next step. Tell the customer what you want them to do; visit your website, phone you, stop in, sign the 'OK' form or the agreement. This Call To Action (CTA) is the natural progression and your prospect expects it. Do not disappoint...Ask for the order!
If appropriate, also explain what they’ll gain by doing this sooner rather than later thus creating a sense of urgency. Perhaps there’s a limited supply, or the offer ends at a certain date. You can also outline options for implementing. I don’t recommend however, getting too detailed with implementation plans at this phase. Better to do that after the customer decides they want to move to the next step.

There are lots of other pieces of information you can include proposal. Certainly, your knowledge of your customers’ circumstances and challenges is a good place to start. Just make sure that when you get into the substance of your proposal that you add the three elements of the USP or Unique Selling Proposition. Chances are you’ll address a lot of the buyers’ unexpressed objections, make them more comfortable doing business with you and close more sales easier and faster.

I hope this blog post was useful for you. In a few weeks I'll post another item to help business owners work 'on' their business.

Walt Morey,
Core Business Solutions Inc.,
8712 40th Way North, Pinellas Park, Florida 33782
Tel: 727-647-8242
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