What did you say? How did you communicate your message? Were you at a loss for words?
Well, most salespeople are and if they aren’t then their message seems to sound just like every other salesperson’s message. Let me give you an example of what I mean . . .
Recently, I was speaking in front of a group of financial advisors and insurance agents. I walked up to 5 people in the audience, introduced myself and asked each one what they did. This is what I heard. “I’m an insurance agent,” “I sell insurance,” or “I’m a financial advisor or a financial consultant.” All the answers were pretty much the same. Wouldn’t you agree?
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 cow salespeople. But it’s really easy to become purple. Today, I’m going to show you how to become “purple” and sound not only different, but remarkable.
You and I are motivated by pain and pleasure. We will do whatever we can to avoid pain and increase pleasure in our lives. For instance:
I was on a recent business trip. 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 my headache.
With that in mind, let me share with you 3 steps for creating a powerful and unique message – one that makes an impact on prospects and customers so you’re seen as the remarkable purple cow (not the boring brown one):
1. Start with pain. I want you to identify one thing that your product or service will eliminate, reduce or avoid for your prospect or customer. (By the way, unless you are in the medical profession or sell pharmaceuticals, don’t actually use the word “pain” when speaking with your prospects.)
2. Now do the same thing for pleasure. Identify one thing that your product or service will increase, expand or maximize for your prospects or customers.
3. Use this template to create your unique message:
“We have created some unique strategies that eliminate your (INSERT their pain) and increase your (INSERT their pleasure).” You fill in the blanks.
You can use your unique message in a variety of situations such as:
1. At a social gathering when someone asks you what you do.
2. During a prospecting phone call or in a voice mail message.
3. In an e-mail message.
4. Posting it in whichever social media platform(s) you use.
Here’s an Action Idea for you to apply this week: Create several “Unique Messages” that you can use in a variety of situations. Then, share them with us in the comments section below. We’d love to hear from you. Thanks!
About Steve Kloyda: As Founder of The Prospecting Expert, Steve helps his clients in the sales industry attract more prospects, retain more clients, and drive more sales. He’s also been recognized as a Small Business Success Story by Social Media Examiner, the world’s largest online social media magazine.
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