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Name of author Rick Baker, P.Eng.

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Thought Tweet #347

by Rick Baker
On Nov 15, 2011
Thought Tweet #347 Do you know your company's Differential Advantage? Are you thrilled about it? Are your Clients thrilled?
 
The Thinking Behind the Sales Tweet
Differential Advantage answers the question, Why should people buy from your company rather than buy from one of your competitors or do nothing? If your company cannot answer this question then you better figure one out or find a new employer.

Tags:

Marketing | Sales | Thought Tweets

Thought Tweet #346

by Rick Baker
On Nov 14, 2011
Thought Tweet #346 What questions do you ask to gain better understanding of people?
 
The Thinking Behind the Sales Tweet
Every sales person should have a repertoire of BEST QUESTIONS. Every hiring manager should have a repertoire of BEST QUESTIONS. Every networker should have a repertoire of BEST QUESTIONS. Every interested boss should have a repertoire of BEST QUESTIONS. Every CEO should have a repertoire of BEST QUESTIONS.

Tags:

Questions?: The Art of Asking Good Questions | Thought Tweets

Why should I buy from you?

by Rick Baker
On Nov 11, 2011
After all…I have lots of choices:
  • I can buy from one of your competitors
  • I can buy stuff nobody in your market sector sells
  • I can keep my money
So, with all those options…
 
Why should I buy from you?
 
Picture yourself as a salesperson.
 
You are supposed to be selling…and you want me to become your customer, your Client.
 
Then, right out of the blue I spring this question on you,
 
Why should I buy from you?
 
How, on a Minus10-to-Plus10 Scale, do you feel when I ask that question?…
 
…where:
 
Minus10 means you have a panic attack right on the spot…when you are revived you are pleased to see that I have left the building
 
Minus5 means you squirm a bit, look down, and then look over my shoulder in hopes of finding a more-reasonable shopper
 
Zero0 means you don’t really understand the question so you smile politely and feign poor hearing, offer you hand, I shake it, and you walk away
 
Plus5 means you really like sales work and you are pretty sure you know the right answer…you move into selling mode while I am looking puzzled
 
Plus10 means you are thrilled…you know your company’s Differential Advantage and you know exactly how to communicate it with enthusiasm to people like me
 
***
In an effort to help you get to Plus10
 
Answer these questions:
  1. What makes your company different from your competitors?
  2. What’s special about your company?
  3. Why would I even give a care about that special thing?
  4. What’s special about your products or services?
  5. Why would I need that special thing?
  6. What feelings make me want that special thing?
  7. How do you package a communication that excites and magnetizes buyers?
Of course, you should ask yourself many more questions before you finalize your company’s Differential Advantage.
 
PS: A suggestion from Michael Gerber: Make a promise your Clients want to hear. Make a promise your Competitors wouldn’t dare to offer.
 
Footnote
 
Our definition of Differential Advantage: a company’s Differential Advantage is a concise statement that answers the question, “Why should I buy from you rather than buy from one of your competitors, buy some other thing, or do nothing?”  Even if you have the best answer in the world, your answer, your Differential Advantage, will not appeal and magnetize everyone. It will appeal and magnetize your Ideal Clientsand that’s the whole point.

Tags:

Marketing | Measure & Monitor | Sales

Thought Tweet #345

by Rick Baker
On Nov 11, 2011
Thought Tweet #345 You should deliver positive messages.
 
The Thinking Behind the Sales Tweet
We tested positive and negative marketing messages. We tried both "in these tough economic times" and "to build for the future". We found our positive messages were twice as successful as our negative messages. So we work to keep our communications on the positive side of centre.

Tags:

Communication: Improving Communication | Marketing | Sales | Thought Tweets

Making Change

by Rick Baker
On Nov 10, 2011
From time to time, you want people to change.
 
For example, you want them to change the way they act at work.
 
I am thinking about what you may be thinking: you may be thinking about two extremes:
  • You cannot assume people will change their actions…even when people say they will change
  • You cannot demand people to change…even though people say they accept your demands
I mean – you must have noticed people say they will change their actions then later you observe they have not changed. And, you must have noticed you have made demands of your people and those demands fell short of getting done.
 
After noticing these things, you probably would like to do better in the future. When people say they are going to do something you rely on their word...so, you would like people to live up to their word. When you have authority, as a business leader, from time to time you need to make demands of people. You don't overdo your position of authority. On occasion, you make 'executive decisions' and demands of people. When you have the need and you make the executive decision followed by a demand you want the demand to generate the action you desire.
 
Regardless, too often the action you expect does not happen.
 
So, in order to generate the action you desire you must help people change. To help people change you need to find the middle ground.
 
WARNING: The middle ground probably isn’t where you think it is.
 
It isn’t situated in logic discussions and arguments.
 
It is situated in simple tools, which get around the emotions that cloud over logic.

Tags:

Change: Creating Positive Change

Thought Tweet #344

by Rick Baker
On Nov 10, 2011
Thought Tweet #344 It happens. People have bad-mood days...don't push people when they are in bad moods.
 
The Thinking Behind the Sales Tweet
Here we are talking about both listening and watching body language. If a person is having a real tough day then it is better to come back another time or another day.

Tags:

Emotions & Feelings @ Work | Thought Tweets

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