Features and functionality have a key role in your core story, but you have to position them to realize their selling power. And there’s a cautionary piece when talking about them that can jeopardize your sales process. The danger is...
Markets are competitive. I can’t think of a market that doesn’t include a number of vendors or suppliers who compete for market share. A truth that’s often ignored or misunderstood is most companies who compete in a given market look alike to the people who make purchase decisions and...
At one time of another, I expect we’ve all been there — put on the spot to say something and not quite knowing what to say. It can happen on the phone, in a meeting, following an introduction, etc. Here’s...
If you’ve heard about core stories, but can’t quite wrap your head around them or have questions about their importance to a business, following is information that may help. I’ve seen core stories interpreted and delivered a number of ways,...
As I wrote in an earlier post, your core story is arguably the most important business-building tool you can own. If you haven’t already read that post, please take a couple minutes and read it now, it gives meaning to the...
Difference empowers your core story because it makes it uniquely yours. It ties the things you do directly to the benefit your customer purchases. It starts the process of creating an orange to compare to the apples your competitors offer....
Reading a local publication earlier this morning, I noticed a couple real estate ads printed next to each other. Both ads read the same — name, rank and serial number. And both ads offered the same reason to call the...
If you haven’t already, please read part 1 of this topic for steps 1-4 to create your compelling story. Here’s the link. Step 5: Why should I believe you? We’re going to start the second part of this process with...
For many, lead generation and sales letters haven’t worked well in the past. Some companies I talk to share stories of mailing letters and getting no reply at all. A common theme is they like the idea of direct mail,...
A common condition I encounter with a number of prospects and new clients is frustration with difficulty talking about their business. You’re in great company if you can’t quite find the magical words to express your company’s value and worth...