Written by Sean McPheat |
Commercials are the lifeblood for any company. A commercial can be anything that advertises its benefits to the final customer, and can come in many formats. How you feel about them will determine how successful that commercial campaign is.
You should think of yourself and your own personal commercial to your prospects. You do have one (or more) don’t you?
A commercial is your way of saying to a prospect what you and your company can do to make their lives easier, more productive, more profitable, quicker to market, or whatever you actively do.
But its not simply a resume of what you sell or how you service clients. It must be impactful and make the customer feel they must go deeper than just surface knowledge about you and the company.
Remember, there is no reason to tell a prospect how you can help him until you have diagnosed what the problem might be. You do this by asking quality questions, some of which make the prospect think long and hard before answering.
Identify these questions by asking yourself: “What information can I get by asking this question? How can I find out deeper information about their needs? What questions can I ask that my competitors never would?”
After this, you can make quality statements that make the client sit up and take notice. When that’s complete, you can identify a closing statement that will grab them and make them take action.
That’s what a TV or radio commercial does, and you owe it to yourself to do it to.
So, here’s an example of a personal commercial:
1) You state your name, clearly and confidently (Hi, I’m Sean McPheat…)
2) You state your company, clearly and proudly (I’m with MTD Sales Training…)
3) You tell them what you do (We impact businesses like yours who know that their sales teams should be tapping into more potential within companies than they are at the moment)
4) Ask your quality questions (How do you currently measure the success of your sales teams, other than the profit they bring in? If you lost one of your major clients, how would that impact you? What do you plan to do to keep them loyal to you? How are you keeping ahead of the competition, and how do you know more about them than they know about you?)
5) Make your quality statement. (I’m sure we can help you. MTD offer several ways to improve your sales results in real time activities, and our programmes create many possibilities that can be used immediately in the field)
6) Get them to take action now. (When would you like to schedule a meeting to discuss how your teams can tap into the potential we discussed, or would you prefer to have dinner to go over some of the ideas I already have?)
You create a commercial that is specific for every customer’s situation and you offer more value by helping them see why they should buy the appointment, or whatever the next stage is for you.
This way, the customer sees that buying your offer makes him look and feel good, which naturally will highlight how successful your personal commercial can be.
Originally published: 14 March, 2011
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