8 Tips for Remote Working Salespeople Straight from our Team to Yours
Maintain Your Routine.
While remote working, it’s easy to start to feel burned out. It’s hard to shut off when there’s no boundary between work and home, and you can end up working too many hours. There’s always this self-applied pressure to prove that you’re actually doing your job, and a lot of us overcompensate.
In a lot of ways, you are your own boss when you’re working remotely. So you have to stick to your start and finish times as you would in the office.
If you feel like you need support with this, ask a colleague to be your accountability buddy but make peace with putting in 100% every day without feeling like you have to prove you’re doing your job.
Since you won’t have structured breaks at home, you have to have the foresight to create your routine and be rigid about it. For example, get ready as you would on a day in the office. Make your breakfast, then put in your break times throughout the day scheduled in advance.
It’s easy to let the line between work and home get blurred. To make this easier to maintain, try using your calendar to block off time when you’re going to take lunch and when you’re going to start and end the day.
Create Your Remote Working Environment.
Without sounding like a broken record as a remote employee, the boundary between work and home is often marred. Which is why you should have a designated workspace and make it work for you.
Whether it’s a separate office or the kitchen table, maintaining a designated workspace can help create the boundary between work and home.
If you have a space, make sure to give it some love! Invest in your area; this could be with a new chair, better lighting, some plants or artwork to make you feel at ease, focused and ready to work.
If you don’t have a separate space, even just putting everything away at night and taking it out again in the morning can help you create the boundary between work and home.
Take Your Breaks.
Usually, working from home means you’ll have fewer distractions.
Although this might lead to higher productivity, it can actually make it harder to take your breaks throughout the day.
At home, you don’t have the built-in breaks you might have throughout the day at the office. Your friends and colleagues aren’t stopping by to grab a coffee. It’s unlikely that someone from a different department is going to show up at your desk and ask if you’ve got a few minutes to help with something.
We know it’s easy to get stuck in the trap of skipping breaks or working through lunch. But, this is a sure-fire way to feel burned out in your role. That’s why you need to remember to take breaks and recharge your energy.
One of the most significant drawbacks of remote working is the feeling of isolation.
To combat this, remember to be social during your working day. You can still network and chat with your colleagues while you’re all working from home.
Even just reaching out on teams or scheduling a video chat for a virtual coffee can help you feel more connected to your team.
When everyone is busy on the phones and don’t have time for a video chat, even sending a quick message to talk can be helpful.
Share Your Schedule.
One struggle you may face while working from home arises if you have roommates, partners, children, or even pets in the house.
If this is the case, it can be easy to get distracted. Plus, if you’ve got partners or housemates also working from home, it can be hard to coordinate working areas daily.
If this is the case for you, communication is vital.
Make sure you send your schedule to everyone in your household to plan who will be working in which space is. If you want to work in your home office, for example, let your roommate know that they can work in the living room or kitchen area.
Try and use a room that has the least traffic, and by sharing your schedule, you can let your housemates or partner know when they can and can’t interrupt you so that they don’t come barging in on any meetings you may have.
Although you’re working remotely, you still have to deal with all of your job’s regular stress and challenges.
When these problems arise, don’t be afraid to speak up.
It can be tough to reach out when you need help at the best of times, let alone when you’re working remotely; that being said, you should always speak to your manager or team as soon as possible. That way, you get the help and support you need when you need it.
Maintain consistent weekly meetings and use video chat to make the most out of your communications and ensure that you’re never too far away from a check-in with your manager should any problems arise.
Dress for Success.
The way you start your day can significantly impact your mood and productivity.
Getting up getting showered, and dressed just as though you’re going to the office can make a huge difference for you.
Although you may be able to get away with leisurewear working from home, you should maintain a certain level of professionalism if you’re going to be in meetings and representing your company on video chats.
Another difficulty of remote work can be that it’s hard to manage your own time and stay organised. The best way to deal with this is to use your calendar to block off time to complete important tasks.
To keep your deals advancing, it’s important to stay diligent with all of your tasks, whether you’re setting up calls, lead generating, or understanding your prospects expectations.
Remote Working Take Aways:
Although it can be intimidating when you and your teamwork remotely, it doesn’t have to be a difficult transition or damaging to your output. You can still collaborate, grow and connect as a team of remote sales representatives.
By following these easy steps, you’ll be able to thrive while working remotely.
How many of these tips do you use? Are there any that you would add? Let us know in the comments below.
Published: 3rd May 2021
A lot of people choose to work in sales because they think it will be easy money (wrong!), more freedom and less structure.
Money aside, they’re not completely wrong!
Working in sales does give you a degree of independence when it comes to how you go about your daily duties. You have to be flexible and willing to improvise, not to mention the most ‘fun’ part of sales.
Prospective clients can be overly cautious, picky, demanding, sometimes impulsive and even suspicious! That’s why salespeople need to have the creativity and emotional intelligence to adjust their sales techniques to suit each prospects needs.
With so many uncertainties, how can it work with a structured plan?
That’s what we’re hoping this article will do – prove that above all you need a formal sales process to make you work more effectively, improve your performance and close sales quicker.
What is a sales process?
A sales process is not unlike a recipe – if you use the right ingredients in the right order, you can get some great results!
Typically consisting of five to seven stages: Prospecting, Preparation, Introduction, Presentation, Objection Handling, Close and Follow-up.
To put it simply, it is your prospective client’s journey from realising they have a need for your product or service to actually making a purchase.
Now, this isn’t to be confused with a sales funnel.
A sales funnel is the visualisation of all the interactions and activities between a prospect and salesperson or business.
Although most sales teams recognise they go through a similar process, not all of them outline and standardise the process, leaving It at the discretion of each salesperson which steps they do or don’t take.
The logic is clear: as long as salespeople are generating revenue and closing plenty of deals, how they do it is up to them.
Unless you’re an absolute natural at sales, you can benefit significantly from a standardised process while improving the measuring, forecasting and management of your sales pipeline.
12 Ways to Create an Effective Sales Process
Sure, relying on your wits and resourcefulness is a good way to work sometimes. But sales is not a game of intuition, it’s a strategy and structured with tactics at each step.
Here is how you can establish those tactics into a standardised sales process for your team:
Interview Your Sales Team
The first step to creating your standardised process is gain a full understanding of what your sales team is currently doing to turn your prospects into clients.
- How are your salespeople connecting with prospects?
- What actions are they taking to close a sale?
Interview your salespeople to learn their language, strategies and techniques to incorporate them into your sales process that can be replicated and streamlined.
Get Rid of Waste
Having a defined process allows you to have a more accurate understanding of what things are and aren’t working for your sales team. By defining what actions cause your prospects to move from one stage to the next makes it easy for you to identify the right actions while also getting rid of bottlenecks and activities that yield little results.
Stay on Course
A sales process is often called a roadmap.
However, following a roadmap doesn’t mean that your salespeople will be told to ‘do this, then do that’. It’s more like a GPS system with clear steps and milestones. Knowing what each step covers will help your salespeople understand where they are in the process, when it’s time to move to the next stage and when to adjust the journey.
Utilise Your Sales Talents in Every Step
Having a process in place, does not cancel out the creativity of your team!
You can still use your cut instinct, skills and creative talents to get from one stage to the next. Your new process won’t dictate how to use social media for social selling, how to pitch, what to write in your follow-up emails or how to draft your proposals – that’s up to your teams!
Step into Your Customer’s Shoes
Most of the time when companies create their sales process it is a reflection of the way they want to sell, not the way their clients want to buy.
The most effective process is should be adaptable to suit different selling situations and client needs. Designing a sales process with your clients in mind will need you to answer the following questions:
- What are my main client groups?
- How do they differ in their buying patterns?
- How do we adjust the process to sell to new clients and for repeat business?
- What are the expectations of our clients at each stage and what can we do to meet them?
Use a Relationship Led Approach
Your clients don’t want to feel like just another number. When you earn the attention of a prospective client take a relationship led approach and articulate what that means for your salespeople.
Active listening, empathy, note-taking, trust building, and following up are great skills to build and deepen your relationships with your clients.
Find the Cause of Stalled Sales
By following a set process, it allows your salespeople to be able to identify the causes of stalled sales. By following this roadmap, you are able to analyse whether or not your actions were adequate and how many of them you actually needed and finally what proved to be a misstep or a waste of time.
Get More Qualified Leads
One of the greatest benefits of adopting a clearly defined sales process is helping your teams to tackle one of its biggest pains – filtering out low potential leads and identifying the prospects with the highest chance to complete.
More than 70% of B2B Sales cycles take between 4 to 12 months to close. That’s why identifying qualified leads earlier in the process will not only help to make your sales cycle shorter and more targeted, but it also helps your team to maximise their efforts.
Improve Forecasting & Revenue
Having a clear map of where your salespeople are in the sales process helps your team to come up with more accurate forecasting.
As the sales process is a set of repeatable steps, it gives a more consistent picture of how many deals your team closes from any number of leads. This allows you to predict your win rates and set targets with more accuracy.
Never Miss a Follow-Up
One of the most important parts of winning a sale is a timely follow up email.
During sometimes lengthy sales interactions, your team may forget to follow up with your potential clients. This alone can send an entire sale down the drain. Follow-ups keep the desire to buy alive.
A standardised sales process can remind you when to follow up with a prospect and keep a healthy pipeline. You could recommend a particular type of follow-up activity and even a template to use.
Provide the Best Customer Experience
It’s common that a sales team will push a prospect too quickly into the next stages of the sale Even if they may not be ready for it.
Not only does this damage the relationship, but sometimes it can completely break the deal. In a well-designed process, the focus is on the customer, this turns a haphazard and often pushy sale into smooth sailing with a great customer experience.
When based on your clients buying behaviours and expectations, a sales process will offer at each step: value, enhanced trust and create a stronger bond with your prospective clients – all at the right time.
Onboard New Team Members Like Pros
If instead of proper training, your new salespeople are asked to shadow their colleagues to learn how to sell, then you definitely need a sales process!
A defined sales process not only makes it easy to train newcomers but also to coach your existing sales team. It offers concrete steps for them to follow, but it also highlights what behaviours and skills are required for each stage of the sale, what outcomes are expected at each step, and what individual strengths should be utilised at different sales stages.
Defining your sales process can help you do the right things at the right time and know for sure what works for you and what doesn’t. Equipped with this knowledge you avoid making the same sales mistakes over and over again.
The long-term advantages of adopting a well-tuned sales strategy are plenty:
- Create and maintain long-lasting client relationships.
- Ensure higher client lifetime value.
- Reduce client retention costs.
- Get more referrals.
- Increase sales revenue.
Just don’t forget a good process is never set in stone.
It needs to be revised and adapted regularly, making sure that it still reflects the current state of your clients changing needs, your team skills, and your business goals. It should always remain a work in progress to ensure it stays effective for your business and adding value to your clients.
Published: 30th April 2021
What is social selling?
Social selling is the art of using social media to uncover and engage with new prospects. Sales professionals can use social media to provide value to their prospects. This is done by sharing content, answering questions and responding to comments throughout the sales process.
If the fundamentals of ‘old school’ selling are made of cold calling, qualifying leads and sales demos. Then social sales are built on using social media to reach new prospects, educate them on how your business can help them grow or overcome a problem and nurture them with content.
The exponential growth of social media has been a huge factor in social selling being adopted as a means of B2B outreach.
Research completed by IDC found that:
- 91% of B2B buyers are involved with social media and are active on various platforms
- 84% of senior execs use social media to support buying decisions
- 75% of B2B buyers are heavily influenced by social media
How to use social selling to help you grow your business:
Ultimately, social selling is about building relationships. Not only that, building relationships in the right way and in the right places.
Step One: Choose the right network
It’s so easy to think you need to be on ALL social media platforms or get swept up in the next big thing. However, true social selling success comes from being active on the same platform as your ideal clients.
Start to identify the networks that match your client personas by demographics.
Although YouTube and Facebook have the majority of users across all age groups. However, research shows that a majority of decision-makers use LinkedIn and Twitter primarily.
So, you can derive from this if you sell products or services focused towards other businesses, chances are a majority of your potential clients are already on LinkedIn and that’s where your focus should be.
Step Two: Create your wish list of ideal clients and follow them
All salespeople dream of bringing on new mega-brand clients.
It doesn’t just have to be a dream though!
Almost all large corporations and small can be found on social media through company pages or employee accounts. By following and connecting with these companies you can keep up to date on company news, when they win an award reach out to congratulate them or when they ask for a product or service recommendation offer your help.
Create a wish list of 20-30 dream clients that are active on social media and start following them today. Like, share and engage with their content updates wherever possible and start building those relationships!
Step Three: Get instant notifications when potential prospects join LinkedIn
By utilising LinkedIn’s Saved Search feature, you can create a search based on your ideal client persona then LinkedIn will notify you each time someone joins that matches your profile.
Once you have created these search alerts you can choose the frequency and format or your notifications.
Step Four: Join and participate in LinkedIn Groups
With more than 660 million users LinkedIn is a platform full of opportunities from networking to referrals.
One of the biggest advantages lies within the groups but they are still one of the most under-utilised tools of LinkedIn.
Search for your topic of expertise and find relevant groups to join. Remember, these aren’t the places to be pushing your products, your aim should be to network and share knowledge and expertise with potential customers.
Step Five: Connect with your ideal clients
After starting to contribute in groups on LinkedIn, you will notice that more people will view your profile.
When this starts to happen, send them an invite to connect!
Always remember to personalise your connection request, even something simple like ‘Hi [Name], thanks for viewing my profile. Would you be open to connecting on LinkedIn?’ is a much better request than the default.
Personalising your request is a great way to start a conversation with a potential customer that has shown an interest in what you do.
Step Six: Contribute to conversations
Implement a social listening strategy and respond to what people are saying about your brand or industry.
Twitter is a great tool to use for this, search for a keyword then scroll the feed and start engaging by liking/retweeting or responding to questions they ask.
By contributing to conversations, you add value to your potential clients and get your name on their radar.
Step Seven: Provide value with content
More than 50% of B2B buyers look for information on products and services on social media.
Because of this, you have a great opportunity to create new content based on what your prospects are already searching for!
If a conversation you’re involved in asks for information on best practice, share one of your companies’ blog posts. If a LinkedIn group is discussing product recommendations, share a demo video or case study.
This is also a great opportunity to align your sales and marketing teams. Together they can create and share content based on questions, comments and industry topics being posted within their social networks.
These six steps to social selling will help you get started with finding and connecting with your prospects across social media, especially LinkedIn and Twitter where most decision makers can be found.
The best results of social selling come when you focus on adding value and building relationships with your prospects.
While it might be difficult at first, social selling is not a one-time activity and should be implemented alongside your other prospecting techniques.
What social selling techniques will you be trying? Let us know in the comments!
Published: 12th April 2021
What is a tyre-kicker?
A tyre-kicker is a person who appears to be interested in making a purchase but never progresses to making a purchase. Tyre-kickers frequently engage with sales teams by asking questions, raising objections and prolonging the sales process without committing to a deal.
They’re the people that beat around the bush, question pricing and generally waste your time.
These are the types of prospects to get out of your pipeline as soon as possible so that you can focus your time and efforts on better opportunities.
Quality over quantity.
Although working on every deal might sound like the best way to close the most deals. Your time is better spent on quality leads with a higher chance of closing.
But how do you separate the tyre-kickers from your fully qualified prospects? Use these strategies to identify them.
They don’t match your target client personas.
The first way to weed out a tyre-kicker is to check if they match your target persona. There are a few questions you can ask yourself when deciding if a prospect is a good fit:
Are they within the industry you are currently targeting?
Do they fit the demographics of your ideal decision-maker?
Does your product or service fix a problem or fulfil a need for them?
If they don’t meet these essential criteria that your company or team has set, then they aren’t worth your time.
They haven’t done their research.
Decision-makers within companies are more informed than ever. They will often research potential solutions or products before speaking to a sales representative.
Prospective clients often have a general idea of what your business does and the value it can provide for them.
While you shouldn’t rule out cold leads altogether, bear in mind that it will take much longer to nurture them through your sales process. It’s particularly challenging to work with a prospect who maintains disinterest past the first or second interaction.
It takes extensive time and energy to educate your prospects on your service or product offering. From discovery calls to marketing emails and sharing content. If you continue to try and chip away at poor quality prospects, it will cut into the time you could be using to nurture viable business opportunities.
There is no urgent need.
Identifying a problem that can be solved with your service or product isn’t enough; you also have to determine how significant that problem is to your prospect.
Are they motivated to solve it?
Do they have a determined timeline for when the problem needs to be solved?
Is there a different issue they care about more competing for their attention and budget?
If your prospect isn’t showing a willingness to act or demonstrating a need to solve their issue, they might not be ready to make a purchase. They would be better off being moved into a nurturing process with your marketing team instead.
There’s no budget.
One of the most common tyre-kicker objections is budget. This can be a strong indicator they’re not actually interested in your service. Or, they simply can’t afford it.
If your prospect presents a pricing objection, we recommend using the following:
‘I completely understand. The best products are often more expensive.’
Using this response the first time you encounter ‘it’s too expensive’ helps you separate those prospects who genuinely don’t have the budget and those who are just kicking tyres. It’s impossible to sell your service to a prospect if they don’t have the budget or authority to use it – focus your time on those that do.
Where there isn’t a budget fit, provide them with free tools or resources they could benefit from in the interim. In this case, just because they aren’t a good fit right now. It doesn’t mean they won’t return when the budget is right.
They waste your time.
When you finally reach a prospect on the phone, if they go off on unrelated tangents or stray off relevant topics, you might be talking to a tyre kicker.
While it’s crucial to incorporate what your prospects want to talk about into your calls and personalise the experience, it’s also vital for you to meet your goals for the call and respect your own time. Otherwise, you can waste your days talking to prospects with no buying intention.
It’s key to outline your plan for each call or meeting. But if your prospect consistently takes over the conversation when you speak to them, it becomes challenging to make progress with them and could be an indicator that it’s time to walk away.
This isn’t a completely exhaustive list of ways to identify timewasters, but you’ll save yourself time by keeping them in mind throughout your prospecting and qualification processes. Don’t ignore your intuition or the warning signs. Chances are, if a prospect is showing one or more of these traits, they’re likely to be tyre-kicking and won’t move forward with making a purchase.
Remember, the best salespeople are those who can walk away from a deal when they recognise it isn’t a good fit for them. Instead, they use that time to nurture better prospects and making deals!
Published: 5th April 2021
Do you ever feel disconnected from your prospects?
Like they’re just not picking up what you’re putting down?
Chances are they’re feeling it too.
It’s easy for salespeople to be so passionate about their service or product that it becomes overpowering for their prospects. Your leads want to know how your service can help them, not necessarily just a list of features you have to offer.
The skill of understanding that difference comes from emotional intelligence.
In today’s blog, we’re going to discuss:
- What emotional intelligence actually is
- Why it’s essential for salespeople
- How to best use it to close more sales
What is emotional intelligence?
We know some of you sat there are thinking, what on earth is emotional intelligence?
Sometimes known as Emotional Quotient or EQ, it’s the skill of understanding the thoughts and feelings of somebody else.
For example, salespeople with a high EQ know their prospects needs, can put themselves in their clients’ shoes and learn how to treat them according to their concerns and pain points.
According to the World Economic Forum, this isn’t just a fancy psychology tick box exercise; emotional intelligence has been ranked as one of the essential skills to have by 2025.
Why is emotional intelligence so critical in sales?
So apart from professional success, what else makes EQ an essential skill for salespeople to develop?
It helps solve your customers’ problems.
As we’ve just discussed, emotional intelligence is the ability to understand your customers or prospects thoughts and feelings and act according to those.
Look at it from your client’s perspective; you’d want your salesperson to go above and beyond to help you. The main idea behind real emotional intelligence is not to make the customer feel pressured to make a purchase but to actively listen to their concerns.
You need to understand how they feel about things and support them, but you also need to be willing to give them space so that they can come to a decision themselves.
A salesperson with a high EQ is aware of the problems that their prospects are trying to solve. By mentioning out loud and acknowledging it in conversation, followed by demonstrating how your product or service could resolve it – a salesperson can present a real understanding of their prospect.
The key here is, to be honest. What can be resolved, how it can be done, a realistic timeline, and then allow your prospect time to take your proposal in.
It can help decrease staff turnover.
The process of hiring staff is challenging.
Not only does it waste precious time, you could spend otherwise developing your team, but it also causes issues with your customer experience. Each new hire needs training and to be brought up to speed before they can truly represent your company in the best way.
However, if you select salespeople based on their emotional competence, it actually results in 63% less turnover during the first year!
And the more salespeople you can keep on board by developing their emotional intelligence, the less time you have to spend on hiring and training new ones.
It can help generate more revenue.
Everyone knows its salespeople’s job to sell.
However, with emotional intelligence training, they can bring your business even more revenue. Studies have shown that sales reps with high EQ produced twice the revenue of those with average or below-average scores.
L’Oreal put this to the test to determine whether EQ training helped their reps to close more deals.
Sales representatives who received the training outsold the control group by an average of 12%. That equated to over $55,000 (almost £ 40’000) each. Meanwhile, the ROI for the training was $6 (£4.50).
How to put emotional intelligence into practice:
Although traditionally, emotional intelligence is considered a soft skill that comes naturally to some and not others. We prefer to think of it as a skill that can be developed and taught over time.
The top categories of EQ are:
- Social skills
Focusing on these five areas during your sales training can help your salespeople build emotional intelligence over time.
Here’s how you can do it:
It’s easy to fall behind on one to ones with your staff, especially when working remotely. Sometimes it feels that a monthly team check-in is enough to report and reflect on goals.
But it’s vital to schedule regular check-ins with each member of your team.
This is because it’s the time you get to explore their strengths and weaknesses. You can explain how they do an excellent job at lead conversion, but maybe they aren’t so great at time management.
Don’t be afraid to point out areas where improvements can be made during your coaching sessions; the more constructive feedback you can give, the more your salespeople will be aware of their skills.
This builds the self-awareness needed for emotional intelligence.
Autonomy is giving your salespeople the freedom to do what they think is best in any given situation.
Many studies have shown that giving a workforce autonomy results in positive effects on well-being and job satisfaction.
It also helps to develop self-regulation – one of the five key areas of emotional intelligence.
By allowing your reps to have autonomy over their work, they have to make their own decisions based on their specific prospects needs and wants.
For example: in your company-wide sales process, you have to contact your prospect via email two to three days after the initial phone call. However, this prospect previously expressed the need for a sooner follow-up, so your salesperson uses their initiative and schedules a call for the next day.
If your sales representatives don’t have the autonomy to do what they think is best, they won’t be able to reach optimistic sales targets.
Encourage your salespeople to become brand representatives.
The third pillar of EQ that your sales training should focus on is social skills.
This goes far beyond just talking to your prospects and clients.
Encourage your team to become thought leaders in your industry, building their own personal brand and your companies too. This could include sharing expertise on LinkedIn, attending conferences and webinars, or simply connecting with other industry professionals.
Not only does this increased presence and participation help your salespeople build their social skills outside of your client base, but it also helps grow your brand reputation too.
Teach them to think like their prospects.
Every service or product solves a specific pain point for a particular type of client.
Teaching your sales representatives to build empathy by always looking to define the problem that they are solving for their potential clients. Encourage them to ‘become’ that person and really get into the thoughts and feelings they’re experiencing when a salesperson contacts them.
Encourage them to ask themselves open-ended questions such as:
- How would this person feel right now?
- What would they want to know during the sales process?
- What information do they need to feel ready to buy?
When your sales team knows how their prospective clients feel, they can apply that to their tonality throughout the process.
Provide ongoing training unique to each of your salespeople.
Sales training improves the performance of an individual on average by 20%.
On top of your standard sales training that keeps them up to date with best practice, use your check-in meetings as a way to deliver the training each salesperson really wants.
Each member of your team will likely have a different learning style and preferences. Some might want to attend conferences. Others might simply want the option to expense for sales books or third-party training sessions.
Uncover the learning styles for your individual sales representatives and give them access to materials in that format.
Remember: emotional intelligence can generate £4.50 in revenue for every £1 you’re spending on it. Don’t be afraid to give your team the tools they need – it pays off in the long run.
It’s often overlooked just how important emotional intelligence in sales is.
Historically hard and aggressive selling was considered the most effective way for salespeople to behave. But with time, just like so many other things, their sales style has become, if not wholly obsolete, most definitely less effective and less well-received.
In this new future of sales, the ability to control your own feelings, listen to other people’s concerns, appreciate their emotions, be honest and allow people to make rational but not rushed choices are invaluable to the thriving, modern salesperson.
Salespeople with a high EQ will stay at a workplace longer, sell more products or services to the people who really need them, increase customer loyalty, close more deals, and promote the human values of the brand that they represent.
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Published: 8th March 2021
If you take a good look at any business that has been successful in the last couple of years. There is a very strong possibility that you will see a clear Unique Selling Point or USP.
Your Unique Selling Point is essential to building your business and continuing growth. That’s why we’ve put together some ways you can work on your USP and help draw even more customers to your business.
So much more than just a way of selling your business, your USP needs to be part of your company’s culture, the foundation even.
What on earth is a USP?
It’s the thing that sets you apart from your competitors. It gives your business it’s edge in the mind of your clients and potential clients and makes you stand out.
If you break it down; unique means that no one else does it yet. Selling point means the reason your clients spend their money on you or your service. These aren’t just gimmicks, they’re the reason to buy from you.
If you’re a marketing automation company that offers a full brand review with every sign-up, that’s a USP.
What isn’t a USP is price. Don’t get sucked into the belief that being the cheapest is a USP, neither being the cheapest or the best is unique. Most businesses think they offer the best service for the most competitive price. Equally, for most of them, it isn’t true.
With a strong enough USP, your pricing will be worth it- no need to try and offer bargains if your service is worth so much more!
Developing a strong USP ensures your customers focus less on price.
If you can develop a strong and genuine USP, the prices you charge become secondary to the service you provide. Clients will pick your business because of the USP and will be willing to pay the extra for it. These are the types of clients you want to attract, those that choose you for price will always be looking for a cheaper deal elsewhere.
Many companies develop or build their company around a USP. If you’ve been trading for a while and still aren’t sure what yours is – speak to your clients, their reasons for using you may not be what you expect.
Reach out to your clients and ask them why they chose you and keep track of the answers. You’ll probably start to see a trend appear in their answers, that’s your USP.
It’s absolutely vital to identify your true USP, the one that exists in the minds of your clients. You may set out to have the best quality service within your industry, but if your clients actually choose you because you have friendly, knowledgeable staff then that’s your USP.
Helping focus your marketing efforts.
Knowing your USP and having it tried and tested with your clients suddenly makes marketing your business a lot easier. Sticking to your USP and avoiding anything that deviates from it builds consistency and integrity for your brand.
Take Krispy Kreme for example, their USP is that their donuts are baked fresh in store throughout the day, guaranteeing the best customer experience. They even went so far as integrating a unique sign that illuminated when the ovens were on, notifying customers that hot, fresh donuts were imminent.
When Krispy Kreme then started allowing cold, off-site baked donuts to be sold in supermarkets to gain an extra revenue stream, they damaged the brand integrity and lost touch with their client base which nearly cost them their business.
Keep it simple.
The best USPs are simple and easy to maintain. This also helps to keep your business easy to market, because the reason to work with you and your company message is clear.
Without a USP, you may find marketing your company and services a struggle. When such a simple concept can make it far easier to generate new business and boost your success, you’d be crazy not to!
Published: 1st February 2021