So, you’ve got a great product or service, your sales team are ready, and you’re ready to rock…. but wait… how will you make your proposition stand out like a beacon above all the noise of your competitors?
Ever heard some of these ‘peaches’?
“We’re passionate about continuing to push the creative, technical and customer care boundaries.”
“We ensure customers receive the correct advice first time whilst making certain that cost savings are a priority.”
“We get close to our customers’ needs by talking their language and delivering bespoke solutions….”
“A refreshing approach to integrated marketing.”
And here’s an absolute corker:
“Solution Providers′ clients receive a comprehensive service which covers each phase of the project cycle, complemented by systematic analysis of client-relevant conceptual issues.”
What exactly do these words mean? And will prospective clients really understand what’s in it for them?
The truth? It’s not about you. People buy what they want to buy. And they need to feel reassured they are buying the right service or product.
So how can you package up the essence of what you do – how will you ‘frame your bait’, so your potential clients will bite and want to know more about your products or services?
Well for starters, let’s not do any selling… and secondly, remember it’s never about you and your passion. It is about how good your business is, how competitive your prices are and how much you care. But, and it’s a big BUT – you have to prove it – not just say it.
You might well go to a restaurant with ★★★★★ stars on Trip Advisor, but not one with ★★ stars. Whatever the website says, it’s so often the experience of others (like you) that matters.
“Our renowned extensive menu ranges from light bites to full meat and famous fish dishes and daily specials.” That’s the ★★ star one by the way!!
If your service isn’t up to it, the words are just rhetoric, mean nothing and will often build resentment against the brand.
And that’s why brands renowned for good customer service do so well. John Lewis, a great example, means quality, service, and “never knowingly undersold”. Customers know, like and trust what they stand for because they’re true to their word.
So, next time you’re ‘framing your bait’, think carefully about what the words actually mean – and whether they’re true!
Because surely it’s a given that:
• Marketing people are creative
• Dentists fix teeth
• Consultants will talk your language
• Telecoms people will make cost savings a priority
• Training companies will provide a unique range of courses and workshops
Your words need substance. Otherwise you may as well just be telling your prospects “Your call is important to us”. And you’re fooling no one but yourself.