Create a two-word proclamation to create impact and a lasting impression that will drive sales
Could you describe in only two words what your product, service or company is about? That's right, only two words to describe your offerings or company's reason for being. It sounds simple, but this is not an easy exercise. The payoff, however, can be tremendous.
They were introduced to this challenge at business school, by a professor straight out of Hogwarts. It was a fringe class that very few people took, but this guy taught them things about marketing and strategy that they had never encountered before or since. And the absolute best thing he made them do was create two-word descriptions for various companies, products and services.But they didn’t just throw things out like "big flavor" or "faster fesults." No, there was a very specific structure they had to follow:
1. The first word has to be an active verb, always ending with "ing"—things like "improving," "transforming," "elevating" and so on. The power of that active, present-tense word is that it takes the positioning for a company or an offering out of the realm of "Me" and focuses it on what the company or offering can do for the intended audience. It guarantees that your focus will be properly focused on the people you're serving.
2. The second word defines the target audience, application or goal. It could be something general like "business" or "processes" if you have a big universe for what you do. But even better is to get as specific as possible about who, what or why.
Two Words Pack a Punch
Let's say you're selling software for corporate accounting managers. The typical way to describe this is to say, "We make the leading accounting software package for corporate applications." And then you'd probably go on to describe several of the features and functions of the product.
A stronger way would be to say, "We help accounting managers better control their workflows and uncover exceptions through highly-customizable software." Then you could go on to talk about specific applications they might make and the wonderful results that similar customers have achieved.
That sounds good, but if you really want to hook them, first plant this idea in their heads: "Strengthening accountability." That's something that these prospects care passionately about. Failures in this area keep them at work late and rob them of sleep. And if they see you as the one company that can control or eliminate problems here, or if they at least see you as the best candidate, you've improved your chances dramatically.
People are going to remember very little of what you say, and will pass along even less of what they remember. So the more focused, refined and concise you tailor your message, the better it will be recalled—and repeated—exactly as you gave it. And what could be more concise than two words that speak directly to what they want and need to achieve?
Another huge benefit of this exercise is that this becomes a two-word manifesto that can guide so much of your business, from product development to customer service to training to the company's mission. Everything can and should revolve around this core idea.
So give it a try. See how well you can distill what your company or your offering is about. And use only TWO WORDS. That kind of restriction will force you to think hard about the value you provide, and will create a description that could transform how you talk about your business.
Sunday, July 26, 2009
Thursday, July 16, 2009
Top 10 Ignorant Sales Questions During a Bad Economy
These are tough economic times, making the job of an executive sales leader even harder than usual. Needless to say, the last thing you need right now is for your reps to hobble themselves by asking all the wrong questions of their prospects. If your team is fond of any of the following queries, you may find yourself in a world of trouble:
1. How's Business? A lazy question, especially given the economy. Do you read the papers? For most companies, business is either down or expected to be soon. What you really want to know is, "In what areas has the economy impacted your business the most?" That question shows you already understand their situation and want to find out where it hurts most, so you can help with your company's product or solution.
2. What are your goals for this year? Whatever their goals were, they probably aren't their goals any more. Companies are adjusting projections and forecasts based on the weakened economy. And they have a marvelous device that they use to communicate that news: I'’s called a Web site. Do your research. What are they saying about the upcoming year? You should preface any question about their goals with, "My research and the statements made by your management team indicate that 2009 will…" Now they know you've done your homework and came ready to help them set their goals—not just react to them.
3. Who is your competition? You must have this knowledge before you talk with a prospective customer. If you don't, you can bet your competition will. Again, do your research. See how other companies are communicating the effect the economy has on their company so you can begin a competition conversation with, "I know that XYZ Corporation has said that the economic crisis will result in lower foreign sales for them. Are you projecting the same?"
4. How is your company going to stand out? If you don't know this, why are you pitching their business? If they make or sell something you can try yourself, do it. If it's something they sell to other companies, find out why those companies bought it. You should have some compelling reason for why you want their business that is based on what they actually sell. Otherwise, walk away and find a different prospect.
5. How has your company been successful in the past? Unless their past includes the Great Depression, this is an irrelevant question. Few companies have faced the economic challenges that today's firms are facing. Your prospective customer is a busy executive who doesn't have time to live in the past, and doesn't want you to, either. He is focused on getting his company through this period and keeping it on track. So should you.
6. Who is your customer? In any economic climate, you should know the answer to this already. If you don't, how do you expect to tailor your product or service to meet your prospective customer's needs? In difficult times, the company's focus is likely to change, and so will its target customer. Try asking instead, "Who is your ideal customer?" This establishes a gap between who they currently have as a steady customer versus who they need to have so their business can move forward.
7. Is there anyone else I should see? Yes, but you’re not going to. You have to get the person you’re speaking with on board as your partner first. Then you can ask, "In addition to you, who else makes up the decision team?"
8. Should I leave this information with you? Never ask this question! Declare the value of the information you have prepared and demonstrate how it addresses a solution to their problems. Present it as a gift for your potential client, something you know they need and don’t have already. "These three sheets outline our conversation and pinpoint the true value of our partnership as we maneuver through these tough times together."
9. What is your budget? A horrible question you should never ask—especially now, because whatever their budget was, it probably ain't there anymore. By the time you talk money, you should have them fully engaged in what you do, what you can do for them and the extent to which they will need you to do it. You need to proactively put a value on that for them, by stating, "In order to accomplish the goals you've outlined, the investment in our partnership is X."
10. Who should I follow up with? You're kidding, right? Why give up control? Always recommend the next step in the process, even if the client rejects it. Let him! Present who you believe the next meeting ought to be with and why this is important, and reinforce the primary goal your client articulated at your meeting in the process.
Good Luck and Good Prospecting!
1. How's Business? A lazy question, especially given the economy. Do you read the papers? For most companies, business is either down or expected to be soon. What you really want to know is, "In what areas has the economy impacted your business the most?" That question shows you already understand their situation and want to find out where it hurts most, so you can help with your company's product or solution.
2. What are your goals for this year? Whatever their goals were, they probably aren't their goals any more. Companies are adjusting projections and forecasts based on the weakened economy. And they have a marvelous device that they use to communicate that news: I'’s called a Web site. Do your research. What are they saying about the upcoming year? You should preface any question about their goals with, "My research and the statements made by your management team indicate that 2009 will…" Now they know you've done your homework and came ready to help them set their goals—not just react to them.
3. Who is your competition? You must have this knowledge before you talk with a prospective customer. If you don't, you can bet your competition will. Again, do your research. See how other companies are communicating the effect the economy has on their company so you can begin a competition conversation with, "I know that XYZ Corporation has said that the economic crisis will result in lower foreign sales for them. Are you projecting the same?"
4. How is your company going to stand out? If you don't know this, why are you pitching their business? If they make or sell something you can try yourself, do it. If it's something they sell to other companies, find out why those companies bought it. You should have some compelling reason for why you want their business that is based on what they actually sell. Otherwise, walk away and find a different prospect.
5. How has your company been successful in the past? Unless their past includes the Great Depression, this is an irrelevant question. Few companies have faced the economic challenges that today's firms are facing. Your prospective customer is a busy executive who doesn't have time to live in the past, and doesn't want you to, either. He is focused on getting his company through this period and keeping it on track. So should you.
6. Who is your customer? In any economic climate, you should know the answer to this already. If you don't, how do you expect to tailor your product or service to meet your prospective customer's needs? In difficult times, the company's focus is likely to change, and so will its target customer. Try asking instead, "Who is your ideal customer?" This establishes a gap between who they currently have as a steady customer versus who they need to have so their business can move forward.
7. Is there anyone else I should see? Yes, but you’re not going to. You have to get the person you’re speaking with on board as your partner first. Then you can ask, "In addition to you, who else makes up the decision team?"
8. Should I leave this information with you? Never ask this question! Declare the value of the information you have prepared and demonstrate how it addresses a solution to their problems. Present it as a gift for your potential client, something you know they need and don’t have already. "These three sheets outline our conversation and pinpoint the true value of our partnership as we maneuver through these tough times together."
9. What is your budget? A horrible question you should never ask—especially now, because whatever their budget was, it probably ain't there anymore. By the time you talk money, you should have them fully engaged in what you do, what you can do for them and the extent to which they will need you to do it. You need to proactively put a value on that for them, by stating, "In order to accomplish the goals you've outlined, the investment in our partnership is X."
10. Who should I follow up with? You're kidding, right? Why give up control? Always recommend the next step in the process, even if the client rejects it. Let him! Present who you believe the next meeting ought to be with and why this is important, and reinforce the primary goal your client articulated at your meeting in the process.
Good Luck and Good Prospecting!
Thursday, July 09, 2009
Mobilizing To Stay Ahead Of The Curve
1. It’s Time To Ask The Most Important Business Question Of The Year
2. How The Battle For Smartphone Supremacy Will Affect Your Online Marketing
3. Your Mobile Web Site: Design Tips 101
1. It’s Time To Ask The Most Important Business Question Of The Year
You have to pinch yourself to believe it -- the year that started in severe economic turmoil is now half over. Now it’s time to ask the most important business question of the year: “What do you have to do the rest of this year to reach your profit goals?”
If you don’t have profit goals, your company has nothing to strive for and is just driving aimlessly. Establish your profit goals now and make the appropriate plans to achieve them.
2. How The Battle For Smartphone Supremacy Will Affect Your Online Marketing
While Blackberry, iPhone and an array of other smartphones battle for market supremacy, the fact is that smartphone usage overall will continue to increase dramatically over the next few years. How does this affect your online marketing?
With more people using their smartphones to surf the Internet and visit Web sites, you need to have a version of your site that’s “mobile-friendly.”
This is critically important, especially if you can envision potential customers trying to visit your Web site on their smartphones. Unless your Web site is mobile-friendly, the experience will be a disaster, leaving the user to wonder why you’re not “with the times.”
3. Your Mobile Web Site: Design Tips 101
The larger screens and enhanced resolution of iPhones and other smartphones make it quite easy for you to have a great looking Web site designed specifically for mobile-users.
As you plan your mobile Web site strategy, here are some design tips to consider:
Keep your design as simple and clean as possible; avoid large photos and over-sized logos. Use a single column format.
Provide only the information that your potential customers would deem most important to your product and service – information they can get easy access to. Smartphone users aren’t browsing casually. They want quick information now. If they don’t get it, they probably won’t ever visit your site again.
Do not use JavaScript or Flash. Do not link to other Web sites
There’s a lot of information on the Internet about this topic, including some “no-charge” mobile Web site developer programs that you can experiment with.
Langer Out
2. How The Battle For Smartphone Supremacy Will Affect Your Online Marketing
3. Your Mobile Web Site: Design Tips 101
1. It’s Time To Ask The Most Important Business Question Of The Year
You have to pinch yourself to believe it -- the year that started in severe economic turmoil is now half over. Now it’s time to ask the most important business question of the year: “What do you have to do the rest of this year to reach your profit goals?”
If you don’t have profit goals, your company has nothing to strive for and is just driving aimlessly. Establish your profit goals now and make the appropriate plans to achieve them.
2. How The Battle For Smartphone Supremacy Will Affect Your Online Marketing
While Blackberry, iPhone and an array of other smartphones battle for market supremacy, the fact is that smartphone usage overall will continue to increase dramatically over the next few years. How does this affect your online marketing?
With more people using their smartphones to surf the Internet and visit Web sites, you need to have a version of your site that’s “mobile-friendly.”
This is critically important, especially if you can envision potential customers trying to visit your Web site on their smartphones. Unless your Web site is mobile-friendly, the experience will be a disaster, leaving the user to wonder why you’re not “with the times.”
3. Your Mobile Web Site: Design Tips 101
The larger screens and enhanced resolution of iPhones and other smartphones make it quite easy for you to have a great looking Web site designed specifically for mobile-users.
As you plan your mobile Web site strategy, here are some design tips to consider:
Keep your design as simple and clean as possible; avoid large photos and over-sized logos. Use a single column format.
Provide only the information that your potential customers would deem most important to your product and service – information they can get easy access to. Smartphone users aren’t browsing casually. They want quick information now. If they don’t get it, they probably won’t ever visit your site again.
Do not use JavaScript or Flash. Do not link to other Web sites
There’s a lot of information on the Internet about this topic, including some “no-charge” mobile Web site developer programs that you can experiment with.
Langer Out
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