Too often, business owners call me to say that their positioning is off. They are fine explaining what their company does - or how they differ from their competition - when they are in front of their prospects. But, if a prospect were to read about them online or look at any of their marketing collateral first, that entire image starts to fade. It’s like constantly being in front of a one-way mirror, they say.
Your business should not be a one-way mirror. It should be a kaleidoscope of facts, images and resources that make customers understand why you’re the best fit for them - whether you’re in front of them or not.
1. Confirm Your Positioning With a Kick-Ass One Sheet. You have a meeting with a prospective client, and are able to eloquently define your value and why your company would be the best suited for the job. All is going well when the dreaded words arrive: “Can you send me something to look over?” It’s called a one sheet, and it’s great to use with prospects for a follow-up or help move the conversation forward. A one sheet can focus on your value proposition overall, or on a particular offering. The most important thing, as always, is to write in the perspective of your prospective clients and to speak their language. What are their biggest problems, and how are you the best solution?
2. Establish Your Positioning With An Optimized LinkedIn Profile. Now, I know what you’re thinking - a LinkedIn profile is not a marketing tool. Well, if used correctly, your LinkedIn profile can not only position you as an expert, but also help your prospects for ideal customers or leads. Make sure your profile is up-to-date and includes at least one recommendation from a past client that vouches for your services. It’s also important to write a summary that is specific enough that, if an ideal customer were to read it, they would know that you are their perfect match. And, most importantly, use LinkedIn as a way to follow up with prospects after meetings. Connect with prospects through LinkedIn, and attach a relevant article or blog post as a free resource.
3. Prove Your Worth With a Strategy Session. There are two schools of thought when it comes to strategy sessions: Free or paid. A strategy session is meant to act as a teaser to your services: A network security audit for IT companies, for example, is often very common. I always advise my clients to never give away anything for free. The reason is simple: If it’s free, the client might not see the value. But, the truth is, that it all depends on your sales skills. If you know you can close 1 in 3 or 1 in 4 prospects, then free strategy sessions might not be a terrible idea. If, however, your conversion rate is higher, make sure you are paid for your time. The strategy session should NOT be about what you can do quickly and cheaply, but, instead, be about what would be of great value to your clients - that would both help showcase and hint at the value you would add if someone worked with you full time.
Do you have these 3 must-have marketing tools to help you sell faster? Let us know below or visit us at www.popcornprod.com.
