Monday, 9 February 2009

What is it you are selling - The sizzle or the sausage?

When you know who your target accounts are, the next stage is work out what you are going to sell them. To do that we need to know what they will buy and target our marketing collateral correctly. Creating an aligned proposition between our online and offline marketing material is not easy and is based on the questions, who are my customers and what will they buy? If we now know who we are going to potentially sell to we need to align our product or service to their needs and to do this we need to consider the following factors.
  1. We need to ask ourself what value will our product or service bring?
  2. Who are our competitors?
  3. What do our competitors offer?
  4. What do our competitors do better than us?
  5. What do our competitors not do as well as us

Once we have this information, it is time to put our value proposition together. When we sell our sales training our value is based on the fact we improve sales performance. This can be done in a myriad of ways from strategy formulation through to sales training, but the end result is always the same.

We do not sell sales training (the sausage) we sell increased sales performance (the sizzle)!

Graham Price

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