An Appropriate Selling Proposition.
Whenever we think about enhancing our income, we need to create some products or services and make out the strategy to sell out the same simultaneously. If we do not think about timely disposal of our creation, we can not accumulate our products or wait for the utilization of our services beyond our own resources which need replenishment from time to time. Under An Appropriate Selling Proposition, we create the essentials of a good sales communication. Let us consider about those essentials:
1. Lowest Price –
If you’ve got the corner marketed on budget prices, flaunt it. Wal-Mart has made this USP famous lately, but it’s not new to them. In fact, selling for cheaper has been around as long as capitalism itself. Personally, I’m not crazy about price wars, because someone can always come along and sell for cheaper. Then it’s time for a new strategy.
2. Superior Quality –
If it outperforms your competitor’s product or is made with higher quality materials, it’s a good bet that you could use this fact to your advantage. For example, compare some popular Ice Cream to their competitor’s. From the packaging to the wholesome superior ingredients, you will find that the quality is evident. It may cost a little more than their competitor’s ice cream, but for their market, it sells.
3. Superior Service –
If you offer superior service over your competitor’s, people will buy from you instead. This is especially true with certain markets that are all about service: long-distance, Internet service providers, cable television, etc.
4. Exclusive Rights –
If you can legitimately claim that your product is protected by a patent or copyright, licensing agreement, etc., then you have a winner for exclusive rights. If you have a patent, even the President of the U.S. must buy it from you.
What if your product or service is no different than your competitor’s? I would disagree, because there are always differences. The trick is to turn them into a positive advantage for you. You want to put your “best foot forward.” So what can we do in this scenario?
One way is to present something that your company has devised internally that no other company does. Look, there’s a reason why computer store “A” offers to beat their competitor’s price for the same product by X%. If you look closely, the two packages are never exactly the same. Company “B” offers a free scanner, while company “A” offers a free printer. Or some other difference. They are comparing apples to oranges. So unless you find a company with the exact same package (you won’t…they’ve seen to that), you won’t be able to cash in.
But what if you truly have the same matter for sale as the guy up the road? Unless your prospect knows the inner workings of both your and your competitor’s product, including the manufacturing process, customer service, and everything in-between, then you have a little potential creative licensing here. But you must be truthful. Your truth will win the market one day, believe me! Truth means you are not going to exaggerate the properties of your products or hide the defects in any terms. We should highlight our truths without caring whether our competitors are doing or not the same. The customer will start to believe upon your statements in due course of time.
- If I tell my readers that my product is bathed in steam to ensure purity and cleanliness (like the cans and bottles in most beer manufacturing processes), it doesn’t matter that Joe’s Beer up the road does the same thing. That fact that Joe doesn’t advertise this fact makes it an essential of his strategy in your prospect’s eyes.
- We are the only car repair shop that will buy your car if you are not 100 percent satisfied with our work.
- We will deliver the edibles at the destination in 30 minutes or it’s on us!
- No other furniture company will pay for your shipping.
- Our recipe is so secret, only three people in the world know it!
As with most ways to boost response, research is the key with your selling strategy. Sometimes your strategy is obvious, for example if you have a patent. Other times you must do a little legwork to discover it (or shape it to your target market).
Here’s where a little persistence and in-person selling really pays off. Let me give you an example to illustrate what I mean:
Suppose your company sells beanbag chairs for kids. So you, being the wise marketer that you are, decide to sell these beanbags in person to prospects before writing your copy. After completing twenty different pitches for your product, you discover that 75 percent of those you visited asked if the chair would eventually leak. Since the chairs are for kids, it’s only logical that parents would be concerned about their youngster jumping on it, rolling on it, and doing all things possible to break the seam and “spill the beans.”
So when you write your copy, you make sure you address that issue: “You can rest assure that our super-strong beanbag chairs are triple-stitched for guaranteed leak-proof performance. No other company will make this guarantee about their beanbag chairs!”
If you’re going to make a single change to boost your response rate the most, focus on your headline (you do have one, don’t you?).
Why? Because five times as many people read your headline than your copy. Quite simply, a headline is…a presentation for your presentation. People won’t stop their busy lives to read your copy unless you give them a good reason to do so. So a good headline promises some news and a benefit.
Perhaps you’re thinking, “What’s this about news, you say?”
Think about the last time you browsed through your local newspaper. You checked out the articles, one by one, and occasionally a presentation may have caught your eye. Which ads were the ones most likely to catch your eye?
- The ones that looked like an article, of course,
- The ones with the headline that promised news,
- The ones with fonts and type that closely resembled the fonts and type used in articles,
- The ones that were placed where articles were placed (as opposed to being placed on a full page of presentations, for example), or
- The ones with the most compelling headlines that convinced you it’s worth a few minutes to read the copy.
The headline is that powerful and that important.
I’ve seen many presentations over the years that didn’t even have a headline. And that’s just silly. It’s the equivalent of flushing good money spent on Presentation right down the toilet.
Why? Because your response can increase dramatically by not only adding a headline, but by making that headline almost impossible to resist for your target market.
And those last three words are important. Your target market. For example, take a look at the following headline:
Will that headline appeal to everyone? No, and you don’t care about everyone. But for someone who handles hazardous waste, they would sure appreciate knowing about this little gem. That’s your target market, and it’s your job to get them to read your presentation. Your headline is the way you do that.
Since headlines of your presentation are important, I would like to make some more submissions in my next post. You may please make effective presentation of your products as much as possible.
Be Happy – Do Effective Presentation For Early Success.