In today’s world of marketing and sales, a significant key to generating leads is a company’s ability to get potential buyers to find them. Hence the success of inbound marketing and social media management companies such as HubSpot, Marketo, and Pardot.
If you go to their sites you will find an endless number of free products and services that help drive potential buyers to your website, your blog, and any social networks you might be using. All of this is important, but the systems and processes don’t stand alone when it comes to gaining attention and driving internet traffic toward your sales offerings and online resources.
Powerful messaging is still needed; a unique sales approach that captures the attention of your specific market. A unique sales approach that helps the market become aware of one or two things:
- A problem or potential problem they were unaware of, or
- A growth opportunity or positive outcome that is available.
Mark Roberge, in his book The Sales Acceleration Formula, describes this first step in a prospect’s buying process as the Awareness Stage. Effective marketing helps create awareness. But there are many stimuli, which aren’t internet-based, that would cause someone to buy, change behavior or take action:
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A neighbor raves about a new movie – you go see the movie.
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A friend suffers severe water damage in their 25-year-old home, hires a company to repair the damage and relates the story to you – you call the company to inspect your basement to head off potential problems.
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A co-worker talks about completing a financial plan that will help them secure their future – you want to know who they are working with and you call that advisor to set up an appointment.
These “leads” for the movie, the basement sealant company, and the financial advisor take place because of great reviews by current clients. These informal introductions/referrals have always been, and probably always will be, the best way to get GREAT leads. But what else should you be doing—must you be doing—to generate leads that don’t come from personal introductions and referrals?
You must have your own unique sales approach that stands alone; a message that when read, heard, or seen causes awareness that takes a buyer from passive to active. The question becomes: “What must that message say to procure this transition?” This may take some time and mind space to figure out.
No one communicates to the marketplace the negative aspects of their products. Everyone has top-of-the-line products, great pricing, unparalleled service, professional and courteous sales associates who care only about you and your family. With that as the backdrop, in creating your unique sales approach, the question becomes “What is the one thing I can say or do to differentiate and get the market’s attention?”
The answer? Deliver a message that doesn’t look, act, or sound like everyone else’s message. Communicate in such a way so that people instantly think “This is different.”
- The elevator pitch
- The value proposition
- The 30-second commercial
- The Unique Sales Approach
- The brand promise
The Unique Sales Approach Message
The message has many names, but it should communicate, in a brief, appealing, and effective manner, how the company and product will work for the end user. You must of course have the broader talk nailed to support the brief intro.
- Nike – “Just do it.”
- The Late John Savage (Insurance professional) – “I deliver buckets of money when people need it the most.”
- Geico – “15 minutes or less can save you 15% or more on your car insurance.”
- Verizon – “Can you hear me now?”
- Anthony Cole Training Group – “We help organizations sell better, coach better and hire better.”
Your compelling message should elicit one of the three following responses:
- “Tell me more.”
- “How do you do that?”
- “That’s me (us). How can I fix it?”
The best way to create a powerful unique sales approach is to listen to your message as if you are a prospective buyer. Better yet, gain the feedback of your message from current clients within your niche market. When you deliver your message to you, do you look, act, or sound like everyone else? If so – change your message.
