The Salesby5 Blog

Several times a week I find this ticket in my pocket.  The first time I saw it, I thought nothing of putting it back and holding onto it.  It was an unconscious action due to what I read. I have no idea where this ticket came from, but I know that it is clear and concise in that I am supposed to KEEP THIS COUPON.

I watched a video this morning that was extremely forgettable on what marketing directors feel is important in marketing. The video rambled on about metrics and measurement but sales, profits, advocates and the final outcome were not mentioned. (Measurement and metrics are important components in the overall process)

What if your message is so clear and so simple that it causes unconscious action like my ticket? That’s the ticket!

1. 10 seconds: This is how long it should take you to peak someone’s interest in what you can do for them.
2. Listen twice as often as you speak.
3. Numeric precision on your communications messages greatly increases your credibility and the difference you portray. Example: I can save you $20,000.00 this year!
4. Clarity in your messages (5th grade reading level) increases your odds of selling by 70%.
5. Focus in your messages to one thing increases your odds of selling by 60%. Eliminate the irrelevant.
6. Your image matters, but your overt benefit and how you are dramatically different from your competitors matters the most.
7. If you have dramatic difference from your competition, you have 370% greater odds of success and profitability. Source: Harvard Business Review.
8. Salt and Pepper: If you wanted more customers as a restaurant manager, you would not advertise that you have free salt and pepper. Are you selling salt and pepper?
9. Does everyone in your organization know what to say when asked what you do? These sound bites should be artwork on your walls!
10. Does your business card or resume give the recipient the benefit received when working with you?

For the current business owner who needs to increase sales:

“Let a customer say NO because what you offer doesn’t apply to them.

But NEVER let a customer say NO because they don’t understand what you are offering.”

- Doug Hall, Eureka! Ranch

When I ask one of my two young children to do something, like clean a mess, or “take this to your room,” the message is not listened too. I can ask four times and have the same outcome. Yet, when I give them a number for them to use to help understand, everything changes. “On the count of three, you will take this to your room, one, two…” and they are on their way. I do not need to have a punishment.

WHY: We need that clarity. ASAP means AS SOON AS I make time.

WHAT TO DO:  If someone says “I need this Tuesday,” ask “what time?” If you are the person that asks, start giving an exact time – “I need this on Tuesday at 2:15.” It gives relevance on when and it gives a sense of urgency, let alone clarity!

THE POINT: Give clarity in your communication to the point of numerical precision at home and at work. Ten years ago you were not competing with my BlackBerry, my kids, and the quantity of ideas that I have.

So how bad is it?  We recently met a very nice person with a top New York ad agency at CES in Las Vegas. He had a card he was proud of and when we asked why, he said it was because the designers had worked very hard and come up with a "less is more" design. It had his name and company name.  That’s it.  If you wanted to see his website, find out what he did (after you quickly forgot), or call him, you had to do work. Someone thought this was brilliant.

Look at your card. Does it tell the recipient what benefits them? Most do not and this can be an advantage! Most people do not look at business cards when you hand them over. It is rude, in my opinion, as I always review them when I receive them.  I like to find a benefit for myself, my clients or my vendors.

So check out your business card.  Is the back blank or do you have bullet points with the benefits you provide?  Does it have your website or blog on there?  You have a 70% greater chance of success and profitability with clarity in your message.  Sales is like dating, if someone wants to date you, they make it easy to be found and contacted.

Remember, people often misplace or file business cards, then find them weeks, months or years later.  If you make it easy for people to remember what you do and how you benefit them, you have a greater chance of having SalesBy5.