Communication about what your business actually sells is essential for all small business owners. But the last thing you want is to come across as that sleazy used car salesman. We've all been cornered by "that guy"!
So, how can you talk about your business and pave the way for future sales opportunities, without making your listeners look over your shoulder for a quick exit to the conversation?
Poor, unfocused communication, or lack of confidence and clarity, will prevent you from converting your conversations into leads and opportunities for sales.
If you want your communication to be effective, it requires practise, understanding of value, and don't forget entertainment! It's also important to focus your communication through channels and platforms that will best reach your ideal clients.
Your communication, done correctly, will create interest in your product or service. It is often the first step in building a relationship with your potential clients and increasing brand awareness. Whether your conversation takes place in person or online, there are proven steps that will improve your success:
Be concise: when talking about your business offering, keep it short and focused. This is an introduction, so don't overload it with information, and never ramble.
Write it down: noting your main points down on paper ahead of time will ensure you focus on your key unique selling points.
Practise: practise makes perfect, and that is true of the way you talk about your business also. Recite it in the mirror and in front of family and friends. Get feedback, and adjust as necessary to refine your perfect pitch.
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter F. Drucker
Sell Value, Not Price
When communicating your business offering, your message shouldn't be all about better or lower prices. It should be about the value and service only you can offer.
Just 1/3 of customers completely base purchases on price. Most customers are looking for value.
In order to sell value to your customers, you need to understand what it is they truly value. Know your ideal customer and understand their pain points. When you have a deep understanding an connection with their values, you will be able to:
Link your business' strengths with the value to them
Be confident in your product/service
Offer extraordinary service.
Communication shouldn't be all facts and figures. While it is important for potential clients to understand everything that you have to offer, you need to catch and maintain their interest on a human level. Fun and entertaining communication will easily catch the interest of your customer. Additionally, entertaining content will help people forget that you are trying to sell them something, and they are likely to discuss your brand and product with others.
Choose the Right Channels
You need to communicate with your potential clients using the platforms that they are familiar and comfortable with. Choosing the right channels ties back into your ideal customer avatar. Ask: where are they spending their time? That is where you should focus yours.
It's Not All About You
All communication should be considered from your potential client's perspective. Focus on how their lives or businesses will improve with your product/service. You need to connect to your client to reflect what they value in your communication.
Consider customer feedback, and go out of your way to engage your target audience. This will provide you with the information that you need.
The Perfect Pitch
Your success at getting your message across will be the difference between sealing a deal and missing out on a potential opportunity. Spend time perfecting your communication so that it connects with your client's values and needs, contains some humour and is concise and authentic. Be confident and smile when you are delivering your pitch, by giving people ways to improve their lives you will earn not only sales but the respect of your clients and referral partners.
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