Win Sales With Your Remarkable Message

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While I never profess to offer a “silver bullet” for winning more deals… developing a remarkable message actually comes close. Let’s face it products and service offerings all start to look alike and my guess is yours is no exception. Why would a customer pick you and your offering over another? Price? While most customers will tell you price is their driving reason my experience has been it’s always more than just that. Have you ever paid more for something or simply didn’t shop around before you made your purchase? I have because my perception was that this item would fit my needs and my salesmen understood what that was. But even more important than that I had built an instant relationship with him or her. How did that happen?

All Sales professionals tell their potential customers that they and their products are the best. They have references. They are the experts. And so on… While believing in yourself and your product or service is a must does it really differentiate you from others saying the same thing about themselves? Then what is your deferentiator or “remarkable message”?

“As soon as you can say what you think, and not what some other person has thought for you, you are on your way to being a remarkable man.” – James Matthew Barrie

What could you tell someone that would have you stand out from the others? Think about it. What have you accomplished that was extraordinary? Maybe not in the position you currently hold but somewhere in either your career or personal life where you’ve stepped up? Amazingly this can be pretty tough. Most likely you can easily expound about your clubs and organizations you belong to. Who you know and who they know. And so on… Unfortunately, that’s still not a remarkable message. Let me give you an example of a great remarkable message.

One of my salesman had been in a wreck years ago. He now has a limp and is slow to respond otherwise a very talented person. In a one on one he explained to me that he was frustrated with his sales pitch. “It never comes out smooth.” I asked him about his recovery from his accident. Surprised he explained that he made a great recovery against all odds. I told him, “You know… people are going to always wonder whats wrong with you when they meet you for the first time. Tell them this story. This is your remarkable message and it will set them at ease.”

While the example above was not an accomplishment in business it did show the tenacity and drive of this salesperson. He also had some great examples with previous customers where these talents were apparent. How can a competing sales person compete with his remarkable message? They can’t and that’s the point.

As a business owner… I became tired of hearing the “same ol’ song”. However, when someone came along and told me how they helped someone succeed and what they did personally to make that happen… I was all ears. Do yourself a huge favor and get this into your sales pitch. Make your presentation personal and pertinent. Win sales with your Remarkable Message!

About the Author

Chris is a proven Sales Veteran that currently holds the positions of VP of Sales at DataTel Communications and President of Lottspace.com. Web Designer and established Sales Success Author. Dad

Can you have too much business?

I started a business with a forty thousand dollar loan from a friend of mine. The business meteorically grew to over one million in sales per month within a year. I had nothing to complain about, right? Except… I was rotating my inventory 4-6 times a month. Cash flow issues were the order of the day. I went through three “bookkeepers” and as many accounting programs. Within a year and half I had over 50 employees and 4 locations. We tried to slow things down to only find that there is no “slow” with business. You’re either climbing or you’re declining. Within 4 years this same business failed due to bad accounting advice and practices, poorly designed loans, theft, and lack of a solid core business direction. We grew too fast. I should have planned to fail… let me explain. Banking is a critical piece to the planning to fail approach. You should always have separate accounts for payroll, taxes collected, and any monies pre-collected for future services/product. Failure to do so can be construed as using monies inappropriately. Separate accounts that are clearly defined to what their purpose is (audit trail) leaves no discussion of fraud. A single account leaves you wide open to possible fraud and usage. It would have also made it easier for me to see where my monetary issues were. Business Loans Collateral: This can be confusing. I eventually attained a couple of different type of loans: A business line of credit and company expansion SBA loan. The business line of credit was to help with our account receivables. We would present P.O.s against the line. The SBA loan was for cash infusion to solve store inventory issues. Even though we used these loans for entirely different purposes both had dual collateralized my business. A major screw up to say the least. The SBA loan contract was at least 100+ pages. We were walked through by the processor. We missed the collateral part. This became a “powder keg” later. Personal guarantee consequences:I had personally guaranteed all these loans as we were a fledgling business. My company was incorporated which did not protect me from this liability. I had to personally file for bankruptcy to protect myself and my family. Business loans (SBA) and who you are “really” dealing with: We settled with the banks during our bankruptcy proceedings. My incompetent attorney did not settle with the SBA however. While I knew that there were two parties to the loan I didn’t realize I needed to settle with each individually. Nine years later the FBI shows up and serves papers for my demanded appearance in superior court. They were attempting to collect their part of the loan. Scary times. I would personally never get a SBA loan again. Factoring – Good or bad for business: This is actually one of the better moves I made. I was told to never use this type of financing. As it turns out if I had early on I would probably still be in business today. They would take my P.O.’s, pay me fifty percent up front, collect from customer, and then payout the rest upon delivery minus their fees. For a start-up that was being asked to stretch their cash flow past reason this would have been heaven sent. Taxes Pay your taxes: At the end of our demise we were behind on everything including our taxes. Understand that there is no tax redemption/protection for your business even if you’re incorporated, even in bankruptcy. I personally had to take on this serious burden. Mentors Your business posse: A strong business relationship with a CPA, Business Attorney, Banker, Landlord, and optionally a business mentor is crucial to success. I know a business, especially a start-up business, is focused on designing, marketing, and selling their product/services. This group is just as important to your success. You should have a business posse day one. If I had been on top of this I would have known my accounting practices were flawed, my dual collateralized loans would not have been made, and I would have managed things differently. I did eventually bring in a mentor and a third party accountant later. Unfortunately it was already too late to save a very popular, growing business. What a waste. Life-Business Lesson This life-business lesson was learned years ago. I have had many successes since. I am now being asked to be part of the posse (mentor) ironically. Interestingly this “advice” still applies in today’s market maybe more so. I see advertisements to go get incorporated now, get a quick loan, “don’t think about it, do it now” strategies – “advice”. There are so many repercussions to these actions that need to be carefully thought through. In picking an attorney it can be helpful that they have a strong CPA background as well. Not all CPA’s are a match to your type business. On-staff accountant-bookkeeper doesn’t have to be a CPA but should be hired carefully, preferably graduated from a good business-accounting college, and be able to work well with off staff CPA. Accounting software, initial books setup are so critical as well. And the list goes on. Take my advice, plan like you’re going to fail.

Win Sales With Your Remarkable Message

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Can you have too much business?