Lose The Lavish Superlatives!
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It can be tempting when creating your sales communications to fall into the trap of peppering them with unsubstantiated superlatives. You know the unique selling points that are not so unique. Lavish statements that cannot be backed up with hard evidence wither on the vine and engender the contempt of potential customers when they dig a little deeper to find out more about you in the real world, not the delusional one! So let’s swiftly bypass this focusing instead on how you can get sales by the barrel load through showcasing your wares in their very best light.
You need a positioning statement.
A positioning statement is simply a succinct, clear and unambiguous description of what you offer. It comprises of a series of bullet points. You may also have heard it referred to as a ‘benefit statement’.
Your positioning statement should comprise of four elements. It should be typed up, constantly referred to; updated when necessary.
- 1.
About You.
- This is all about your experience, qualifications, your expertise and any accreditations. It should answer the question “why should I choose your business over a competitor?”
2. About what you sell. This is a list of the different products and services that you sell. Make it exceptional by adding a line or two by each product or service to explain why you are so damn good!
3. Your environmental and socially responsible policy. The old saying “people don’t care how much you know until they know how much you care” rings true. You will build trust, credibility and integrity in spades if you can communicate your commitment to the environment, and your community whether local, global or both.
4. About your customers. This is about your customer care, your customer track record and your commitment to being transparent and ethical when dealing with customers. For example do you offer a free meeting at which you will share an abundance of good advice to your customers? How can customers contact you and how responsive are you? How many of your customers use you more than once and how many recommend you? Being able to tell a cold prospect that 9/10 of your customers recommend you is powerful earth moving stuff.
Look upon your positioning statement as your essential business anchor. It provides the substance to your sales communications including your website. There are other benefits up for grabs too. When you speak at a networking event, you will not flounder for what to say. When you’re considering advertising you’ll have plenty of material worthy of inclusion in your advert. Rather than desperately searching for inspiration, the answers will be in your positioning statement.
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