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In a world where consumer and peer reviews are easily accessible via social media and the web, positive customer experiences become amplified and produce word-of-mouth referrals. On the flip side, negative customer experiences become amplified as well and can be kryptonite to even great companies.
When promoting your product or service, it’s easy to miss a key trick by failing to make what you’re selling unique. The term ‘Unique Selling Point’ (USP) was first coined in the 1940s, and first defined in print by advertising executive Rosser Reeves in 1961. A good current example of a clear USP is the well-known brand Head & Shoulders’ "You get rid of dandruff."
Have you ever wondered why you seem to hit it off with some customers, while with others it's like oil and water? It’s because we respond intuitively to the natural chemistry -- or lack thereof -- between temperament styles. Research in the field of psychology tells us that we’re born into one of four primary temperament styles: aggressive, expressive, passive or analytical. Each requires a different approach and selling strategy.
At sometime during the recruitment process, ask the candidate to write down 35 reasons why they want to be a salesperson within your company. Allow up to 15 minutes for this process alone. I’ve conducted this exercise with hundreds of sales consultants. A common theme is that by the time they reach around the 15th reason they get stuck. Why? Because the first 15 reasons are typically high level and relatively easy to communicate.
The most common mistake sales consultants make is to assume they know what their clients want. By asking the right questions, you’ll uncover your clients’ buying strategy and find out if you can deliver the goods. And the best part is you can finally throw out that crystal ball.