How to Stand Out in a Crowded Market. Getting out of the Sea of Sameness by Building Your Core Power Message

Transcription

1

2 How to Stand Out in a Crowded Market Getting out of the Sea of Sameness by Building Your Core Power Message

3 Gene McNaughton President Best Selling Author Growthsmart Consulting

4 Why Are We Here? 4

5 Audience Intelligence Test 1, , , , Wait, What??

6 Key Challenges You Face 1. Perceived Commoditization What s NOT a commodity these days? The Answer YOU! 2. To win today, you don t have to be infinitely better only incrementally better 90% of what you do is the same it s the 10% that will cause you stand out, gain access, and win deals 3. Bigger Opportunities require the strength to knock on bigger doors You will always get sent to where you sound like you should 4. What you say and how you say it makes all the difference in the world 6

7 Your challenges do not define you

8 The Strategist Always Beats the Tactician 8

9 Marketing Definitions Tactics = An ad, trade show, sales call, brochure, direct mail, etc. Strategy = The long-range goal, the overall impact What is the strategic objective of each tactical effort? How many strategic objectives for each tactic? What is the ultimate accomplishment or position you want in the market? If you just ask these questions, does it change how you think at the tactical level? GrowthSmart Consulting; Material Used With Permission from GrowthSmart Consulting, Inc.; Not For Disclosure Or Use Without Permission.

10 What is your OUTCOME in a Sales Call? 10

11 Strategic Objective Example Do you want to be trusted? Respected? Create brand loyalty? Preemptive positioning? Deal with pricing comparisons? Gain referrals? Motivate action to the next step? GrowthSmart Consulting; Material Used With Permission from GrowthSmart Consulting, Inc.; Not For Disclosure Or Use Without Permission.

12 Imagine YOU could present in a massive stadium to every potential client you have 2017 GrowthSmart Consulting; Material Used With 12 Permission from GrowthSmart Consulting, Inc.; Not For Disclosure Or Use Without Permission.

13 Strategic Objectives What would you want to accomplish? What would your strategic objectives be? Write the title right now GrowthSmart Consulting; Material Used With Permission from GrowthSmart Consulting, Inc.; Not For Disclosure Or Use Without Permission.

14 First Define Your Audience Buying Now 3% Open to It Not Thinking About It 7% 30% Think They re Not Interested Definitely NOT Interested 2017 GrowthSmart Consulting; Material Used With Permission from GrowthSmart Consulting, Inc.; Not For Disclosure Or Use Without Permission. 30% 30% 14

15 Strategic Objectives All your potential buyers are here. A great stadium pitch will drive buyers up the pyramid So in your stadium, what could we say that would appeal to the entire pyramid & start the slow seduction? Right before you walk out there, I tell them: You had to come, but you don t have to stay. If this person doesn t keep your attention, you can get up & walk out GrowthSmart Consulting; Material Used With Permission from GrowthSmart Consulting, Inc.; Not For Disclosure Or Use Without Permission.

16 Strategic Objectives So you d better come out of the box hitting home runs. Is your title focused on them? Bad title: Why we are the best choice Bad title: How we can beat any price on Chemical Distribution Better: How to Increase Productivity and Safety in Your GrowthSmart Consulting; Material Used With Permission from GrowthSmart Consulting, Inc.; Not For Disclosure Or Use Without Permission.

17 Your Core Power Message LEARN THE PRINCIPLES OF CREATING A CUSTOMIZED CORE POWER MESSAGE TO GAIN MORE ACCESS

18 It has never been more important for you to be strategic in your communication, specifically as it relates to your sales story and your positioning. 18

19 The Fast Road to Commoditization Service Quality The Sales Death Trap Price GrowthSmart Consulting; Material Used With Permission from GrowthSmart Consulting, Inc.; Not For Disclosure Or Use Without Permission.

20 The Iron Triangle A premium price requires a premium story. Money (does not equal price) The Iron Triangle Maximizing Time/Efficiency GrowthSmart Consulting; Material Used With Permission from GrowthSmart Consulting, Inc.; Not For Disclosure Or Use Without Permission. We are in a massive safe decision movement Risk Reduction

21 The truth is, you will always get sent to where you sound like you should. 21

22 Defining Your Value Wedge This is where your key differentiators are. Sea of Sameness Clients Value Wedge You Value Parity Competition 2017 GrowthSmart Consulting; Material Used With Permission from GrowthSmart Consulting, Inc.; Not For Disclosure Or Use Without Permission. 22

23 In a competitive market, you have to differentiate yourself by frequently communicating your value wedge 23

24 What Makes You Different? 25

25 What Difference Does Your Difference Make? 26

26 What are the business problems you REALLY SOLVE? 27

27 If you were sitting in your buyer s chair right now, what would your biggest issues or concerns be? 28

28 Power Message Marketing Stack Your Weapons Power Deck Calling Scripts Case Studies Power Message Templates Infographics Social Media GrowthSmart Consulting; Material Used With Permission from GrowthSmart Consulting, Inc.; Not For Disclosure Or Use Without Permission. Power Message Marketing relies on your core power message, the problems you solve, the results you achieve, and the solutions you offer We use this Power Message to create simple sales tools that help you drive conversations Unlike lead generation marketing efforts, these tools are specifically created to foster meaningful engagement with your prospects

29 The Key to Creating Mastery Master Skill Level SKILL FALL-OFF IS EVEN SLOWER SKILL FALL-OFF NOT AS DRAMATIC SKILLS FALL-OFF QUICKLY Even more permanent skill remains Most People More permanent skill remains Some permanent skill remains Lowest Skill Session is repeated Session is repeated Training occurs REPETITION, TRAINING, AND COACHING WHEN SESSIONS ARE REPEATED REGULARLY OVER TIME, SKILL LEVEL BECOMES MORE HABITUAL. NEEDED 30

30 You are rewarded in public for the things you practice the most in private. 31