Your customers buy emotionally, and justify it logically. If they are buying online or from the lowest-priced vendor that they can find, it means that feeling like a price-savvy shopper means more to them than how you make them feel.
They’ll buy the results that they’ll get. They’ll buy the feelings they can create. They’ll buy the outcomes. They’ll buy the chance to feel like a creative marketer. They’ll buy the opportunity to look good to their boss and their co-workers. But they won’t buy your stuff.
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What are you doing to hone your skills? Hone. What a funny word! Abraham Lincoln said, “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”
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Have you ever thought long and hard about what it would be like to be a buyer of promotional products? Put yourself in your customer’s shoes for a while and think about what it would be like to be them. Why would they want to partner with you? When you can answer that question in terms of the benefit to them, you will be well on your way to having a unique value statement and differentiating benefit.
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If you don’t know why customers should choose to work with you over all of their other options, how in the world are they ever going to know? You need to know the answer to that and be able to articulate it, believe in it and live it. Here are six questions you need to answer and how to put those answers together to create your “value proposition.”
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It’s your job to make yourself unforgettable. What are you doing to you stand out? What have you done to make your last interaction with your customers memorable? Have you given them a lasting impression? Have you left them wanting more of you and what you offer?
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There’s only one sales day left in this month and just 43 left in the first quarter of 2015. Your success this year is going to be determined by you and by what you do now. Right now.
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If you don’t care enough to figure out their pain, why should they care about you?
Are you tired of being shopped? Have your products become just another commodity? Why doesn’t “winning the bid” feel like a win? Did you win if you don’t feel good about yourself or your client when you get the order?
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Are you still wondering when things will get back to “normal”? Sorry, but what you’re experiencing is the new normal. It’s time to wake up to the fact that what worked for you in 2007 is not going to work for you in 2015. If you’re still working in the same way, prospecting in the same way and it’s not working for you—guess what? It’s time to rethink your business.
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To what lengths will you go to make yourself remarkable to your clients? If you’re not willing to think harder and care more than your competition, you lose!
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