Start by Conveying Your Value.

Strengthen your sales approach by strengthening your sales message

Your sales message is how you communicate your offering’s value.  It states why somebody would consider buying from you.  Always remember, it is ALL about them!

Six step process to write a sales message that will help convey your value:

  • STEP #1: Get into the customer’s shoes. Look at what your offering provides from the viewpoint of a typical customer. How does he see the problem that your offering solves?
  • STEP #2: Start with the phrase: “Our customers hire us to…” and then write down what your offering does for the customer. That’s your first sentence.
  • STEP #3: Start with the phrase: “What’s unique about our approach is…” and then write down something that’s different than your competition.
  • STEP #4: Go through the two sentences and examine every word and phrase for jargon and biz-blab. To do this you: “what does this mean, really”? If your mind comes up with a simpler phrase, use it.
  • STEP #5: Examine the remaining words to see if you can make the nouns and verbs more emotional and add a concrete example.
  • STEP #6: Shorter is sweeter.

Here are some quick tips to follow while you’re writing:

  • Emphasize what you can do that your competitors can’t.
  • Add something personal about you as a sales professional.
  • WIIFM: Make the core of the message, about what the prospect wants/needs.
  • Provide some sort of verifiable fact that validates your claims.

4-Week Consulting Project That Lasted 6-months.


    To borrow a quote from Mark Twain 

  “Rumors of my death have been greatly exaggerated!”

Yes, I have been away for a very long time.  No, I did not give up on blogging. Did you miss me?

I found myself involved in a 4-week engagement out of town that lasted 6 months. Being away from home as much as this project needed, required that every spare minute away from the project, was dedicated to family priorities, as it should be. The reason I am telling you this is to let you know I understand the challenges of consistently generating content and how it takes commitment and prioritization.

Now back to the project. We are wrapping up at the end of the month. Funny thing, it started as a 4-week project for a large corporation in a staffing bind. A client of mine was asked if they could fill a temporary position or would they know of anyone who could?  Seems straight forward enough.

  • What is the position?
  • What is the job description?
  • What is the required skill-set?

That is where “simple” left the conversation. The previous employee, an electrician by trade, had been in the role for well over a decade. Just enough time to carve out a very unique position with a peculiar skill set. One that required both intricate technical knowledge of a wide variety of communications and presentation systems as well as C-level client-facing creative skills for delivering on-the-fly event production services. This was no longer an off-the-shelf job description. Fortunately for me (and the client), my sales/marketing experience mixed with first hand knowledge presentation systems (previous work for vendor to this firm) and my live production work, made for a near perfect fit.

Please keep in mind that my current role (business development consultant) does not include; audio visual systems technician/video conferencing operator/graphics designer/webinar producer/live production technical director, but I strongly believe in doing what it takes to resolve a clients problem. So that is how I found myself in this role and why it took so long for this firm to find a replacement. Oh, I forgot to add training instructor to the above list, as it took some doing to bring the new guy up to speed on the systems and operations he was soon to be responsible for maintaining and operating.

That was the long version of my answer to “Where have you been?” more importantly, it is about;  finding a void in services and addressing it, doing whatever it takes, and satisfying the need of a client. It also speaks to why waiting for the perfect time to make room in your schedule for generating content usually doesn’t work. In this case, I chose to prioritize family over blogging, but I made other adjustments to compensate. I found myself micro blogging (twitter) more than ever before. I also worked like heck to network with as many of this firms employees as possible to compensate for lost time promoting myself online. And if you are comfortable in the role as a networker, face 2 face encounters are more rewarding and generally more productive.

In the end its about priorities, setting and committing to goals, making time in your schedule, so that you can consistently deliver for your most important client…Yourself!