Why Should I Buy From You?
Quickly now, you have 15 seconds to tell me what you do and why I should care. Can you do that in a way that grabs my attention and makes me want to know more? No? You had better, it's critical to your growth and success.
If you can't describe what you do and communicate your "Dramatic Product Difference" DPD fast, potential clients won't take time to figure you out or why they should buy from you. It's not your prospect's job to figure out why they should buy from you, it's yours. Focus on the big important differences, don't serve up lukewarm tapioca ones. Make that difference, one that will grab the prospect by the lapels and scream "We're really different!"
If you met someone in an elevator and they asked you what you or your company does in a few seconds, could you tell them and give them a good and memorable information that makes them want to talk with you?
By preparing a DPD, you are forced to describe your business value to the customer clearly and succinctly. With a carefully thought out and direct DPD, you can easily target and maintain focus with the new and prospective clients. If you cannot present your DPD in 15-20 seconds or less, you are probably losing opportunities and money.
Don't have a dramatic product difference?
Develop one. Otherwise, you are selling a commodity, like pork bellies...and a commodity is sold on price and the lowest one at that!
But you say, I sell pork bellies, how can I possibly have a DPD?
There is always a way to make what you do unique and different. Think about your customer and what they value but have a hard time getting; like advice, application assistance, training for their people, service, return policy...How about being the only company that actually has a human being answer their phones? Maybe it's your guaranteed delivery, "Overnight, guaranteed."
So if you and your employees can't think of anything, ask customers! Tell them you want to be the best in your business and ask them what is it they just can't seem to get from anyone else? What do the other vendors, even you, do poorly? What's missing? When you ask for help, people in this country largely do their best to provide it.
Not sure where to start?
Here are some examples to get your creative juices flowing:
WEAK: "We help entrepreneurs grow their business by growing their people."
DPD: "We have successfully helped over 5,000 firms grow their business over 30% the first year by growing their people."
WEAK: "The focus of my business is to help individuals and teams learn to effectively communicate with each other in a way that will be profitable for their company. Teaching them effective communication enables them to be a highly effective and functioning team."
DPD: "Our clients have reduced turnover by 75% and increase productivity of their teams by 50% in one year by training managers. In just one weekend, we can train your managers how to hold coaching conversations, not direct employees, and increase our bottom line."
WEAK: "...helps organizations diagnose and solve issues relative to leadership and management. Retention, coaching and training are our areas of specialization. We use cutting edge diagnostic and assessment tools to help identify and solve development issues. We have a long track record of delivering effective results."
DPD: "Our clients consistently get 34% or higher ROI the first year by getting more from their existing people through improving communication, interpersonal interaction, and self-motivation through leadership training. You'll enjoy lower turnover and keep your best managers from leaving for your competition."
Here is what you do to put your learning into practice: Take out your legal pad, write your DPD. Then go try it out, try variations on it, then find one that "lights up the eyes" of your prospects then memorize and post it somewhere visible to serve as a constant reminder. This way, the next time someone asks what you do, a powerful statement of what you can do for a client that drives sales will roll right off your tongue!
For more ideas to improve your business, check out our NEW 'Clarity Coaching Video Package'