- The Honey Badger newsletter
- The Honey Badger Sales Magazine 39
The Honey Badger Sales Magazine 39
USPs man...We All Got'em. If Not You Are Screwed !
What do USPs make? Prizes !
Hi All. I hope the week is being kind.
Since last week’s article, I’ve been thinking a lot about who I write for and why. I know that when I first started in business development, it was very rough and ready. No online learning resources, the occasional book that caught my interest, and the larger-than-life “Gurus” selling the dream on the back pages of comics!
So before we continue with today’s sales topics, I would like to clarify who would benefit the most from my newsletter. It all really boils down to one thing. Having the confidence to ask someone for something (usually folding Benjamin’s) over a call or video in such a way that both parties can agree that there’s “something” in it for the both of them and then agreeing to swap. It’s not about being or becoming (at this stage) a sales superstar; it's more about the sales framework being put into the correct format to start your journey and getting off the runway. Age does not matter, as does gender or sales experience. What does matter is a willingness to accept that more sales will come. The more time you invest in whatever it is that you do and learn how to pitch it better using tried-and-tested sales formulas,
If you recall, last week we covered:
You have to like yourself. (self-explanatory)
You have to like the products, services, or goods that you sell. (Knowledge)
The prospect has to like you. (Are you approachable?)
And rather unsurprisingly, you have to like the prospect. (Do you really?)
This week we’ll cover:
Nailing down your unique selling propositions (USP’s) and when and where to add them
Getting to know your prospect (what makes them tick?)
Two ears, one mouth. (Using them in equal proportion is what really matters.)
How to start a call (first thing to say)
“If you’re not pitching the decision maker, you’ll end up poor by the end of the week” THB
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Knowing your USP’s
It is not the same as knowing when you should pitch them. In any pitch for new business (as well as getting repeat business and asking for referrals), there is always “stuff” that will become apparent that one has to include in every call or video. Size, shape, design time, copy date for artwork, minimum order, invoicing, proof of work, placement, maintenance costs, and so on.
So here’s what to do: in just one sentence, strip back everything and identify and write down what it is you’re selling (the open), why it’s the best and how long it will last (product info), what it will do for your prospect (benefits, how it will help them get what they want), and why it’s the best value. Here is where to create urgency. (First come, first served—fear of loss, tight deadlines—you have to move fast, and limited special offers—greed) explaining how they can buy right now, today. (The close)
I don’t know your business, but I can say something about the close. In my case, when I’m closing, I usually say something like:
“In terms of onboarding you, Mr. or Mrs. It’s actually pretty simple. I will cc an account handler who will be with you all the way through our relationship with us; they will also keep you updated every week. Legal and Finance will send over a standard order booking form. On it, we will confirm the offer, the cost, and what’s needed from your side. On the terms and conditions (T and C's), it will state “X” things. 1. In the event of something being cancelled (i.e., COVID-19), which is beyond our control, we will replace that with something of similar quality at no extra charge. 2. You’re welcome to refresh your offering at any time at no extra charge. (for example, seasonality purposes) as long as it’s sent through in the correct format. Check the booking form, sign it, and send it back ASAP, and your account handler will be in touch. Invoicing takes place after receipt of your booking form, with standard 30-day invoicing terms.
Obviously, you’ve got yourself a fantastic offer that carries a substantial saving and has none of the usual time lines needed to create a proposal of this scope. It’s literally turnkey and ready to go. Are you ready to move as well? Yes? (Do not say another word until they have answered.) After agreeing to go ahead, I say, “Fantastic, you’ve got yourselves a great deal; I’ll send over the booking form with the team cc’d in.”
Remember. When you get to important topics, slow down and say things precisely, clearly, and loudly.
By getting your USP’s in short form, you’ll never get lost in a pitch.
Maybe you know this person or not. But you will need to find out what makes him or her tick. Usually, when you’re trying to sell something, your contact will be quite high up on the food chain. (If not, why not?) You want the person who will say “yes” to your offer without having to report back to someone else. It’s imperative to check them out on LinkedIn, Facebook, press releases, the company's website, and Telegram. Anywhere! See the person you are dealing with, what they studied, how long at the company, hobbies, et cetera. Try to identify with something that you both have in common or understand about his or her industry. This shows you’ve done your homework.
Two ears, one mouth.
Without doubt, even as a rookie, this one point will help you close more deals than you ever thought possible. This is written in blood at the highest altar of sales. You must practice this mindfully and mentally before each call. Be consistent on every call. Two ears, one mouth. Never ever change this. Why? Because the prospect is laying his organisation's plans out on the table! Listen, learn, and incorporate elements of this into your pitch.
How to start your call
We’ve all heard them. You only get one chance to make a first impression. Eat with your eyes first; don’t be a mouthy little bastard and start gabbling. (Ok, made up.) If you’re on a call, it's super important to get the first word in. “Hi XXXX, how are you keeping?” Do not say another word. Wait. Then “Thank you very much for joining me today.”
Now, if this is on video, you must be presentable, ideally not in an area of high foot traffic with an appropriate background. (Personally, I hate those fake backgrounds; to me, it’s like you're trying to hide something, which is not good.) Both of the above scenarios should be in a quiet location.
Next, show interest. “I see/hear you’re doing really well with XYZ. Looks great. How are you moving forward with this?” Let the prospect answer. This is super important because you’re getting firsthand information that you can include in your pitch.
Selling is not difficult. We all have to do it to get something. This is how the world turns around. Make a pledge to become better at this, and it will become a life skill that will never let you down.
Ok. That’s it for this Wednesday. Next week, we’ll continue the process. Happy selling. Peace. THB
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