In order to make a marketing campaign as effective as possible you need to give your prospects a compelling reason/ statement to listen then act on the call.
Particularly important when calling, is to provide your prospects with enough of a compelling reason during the first 30 seconds of the conversation for them to want to learn more about you and what you offer.
It should NOT be a long detailed explanation, rather it should be a short, sharp sentence on why someone should want to do business with you and what’s in it for them.
The biggest problem we come across these days is the difficulty businesses have to gain “cut through”. There are so many organisations competing for that same slice of pie, enticing customers with give-aways , chances to win something in a competition or vague and non specific promises that they all just seem to blend in together.
If you can’t or you don’t have a strong compelling statement that you are able to say in ONE sentence and what you do say or do is the same as your competitors then you can expect poor telemarketing results.
The challenge is to find a strong enough reason for a business or consumer to act amidst all the noise of your competitors. This not only applies to competitors within your own industry, it applies to all businesses trying to entice customers to act. Every business is competing for a slice of their prospective customers budget and or time.
You are competing against many other businesses that may have stronger offers that are, “to good to refuse” or so unique that it grabs your attention. So we need to have a strong reason why they should give us a slice today! And whilst doing this the path for a customer to act needs to be painless and rewarding in their eyes, not the eyes of the company making the offer.
What is it that you are actually selling
Some businesses believe that their professional title alone conveys an accurate portrayal of the product or service they offer. According to this philosophy, the title of Account executive, Lawyer, Programmer, Web developer, Graphic artist, Insurance agent, or consultant should be enough to educate a prospect regarding the type of service they offer.
Other businesses feel that merely stating the type of product or service they provide is actually what they are selling.
Your prospect is not interested in the actual product or service you offer, but what it will actually do for them.
Compelling reasons should not include the following;
- Your product or service.
- Features of your product or service.
- Unsubstantiated or unrealistic claims and guarantees, or
- Anything vague or non-specific.
Compelling reasons should include the end result of the benefit.
When making an initial call, we have seconds to grab the attention of the person.
Your compelling reasons should include the benefit of the benefit’s benefit. A great compelling reason is when you are able to break it down to its core or the specific result that the prospect will be able to take advantage of and most importantly, visualise and connect with.
Pass the “So What?” Test
You know you have the end result of the benefit when the statement can pass the “so what?” test.
For example, if I have a client that sells payroll services. If you asked them to list the benefits of their service, they would probably respond with a statement like: “We have a system that automates your payroll administrative duties.”
A potential prospects response would be: “So what?”
According to old-school feature and benefit selling, this is a fit. After all, a payroll system that automates admin is a great feature that clients would benefit from. However, in today’s economic climate it’s no longer enough to evoke interest, let alone action, from a prospect. Because the statement did not pass the “so what?” test, we need to go a bit deeper.
Let’s peel away a few more layers to uncover the end result of this benefit.
Q/ What’s the advantage of automating payroll administrative duties?
A/ By doing so, her clients can streamline their payroll operations.
This is still not enough.
Q/ So what’s the end result if clients were able to streamline their payroll operations and become efficient?
A/ They would be able to save a tremendous amount of time.
This is what we are after, the end result of the benefit and here’s an example of what we could say.
We have eliminated 8 hours of our clients workload every week, clients like XYZ company and ABC company. I have put a briefing together to show you how it was achieved.
Now this passes the “so what?” test, because it demonstrates the end result of the benefit that the prospect can realize and is compelling enough to grab their attention.
If we were to break down this example, this is what it would look like:
Feature = A Payroll Admin System.
Benefit = Automates your payroll administrative duties.
Compelling Reason and the End Result of the Benefit = Eliminate 8 hours of your workload every week.
Notice that the compelling reason, which is also the end result of the benefit, we don’t talk about what you are selling. As at this point, the prospect doesn’t really care about your product or how you’re going to produce the end result.
They only care about the end result.