Article contributed by Geoff Kirkwood.
This is a 2-3 minute activity that involves those at the meeting.
You will need to read it through beforehand and be prepared. What you say out loud to the group is in larger type in bold.
Purpose: – To understand what it is the members are selling to their customers.
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Start the workshop by saying the following to the members and any guests!
I want to start this morning by asking you a question.
Are you selling what your customers and prospects want?
Now you might say… “of course I am!”
So I want you to think about this:
If you are in the recruitment business your potential customer is looking for a great employee, not a great headhunter.
They don’t care that you placed 100 people last year. They only care that the person you place with them will be superior. Talk about the quality of people that you place. Talk about increasing productivity, morale, and profitability and you may have somebody actually interested in talking to you.
Or you can brag about yourself on into the night and wonder why your business is not increasing. Sell what they want – not what you do.
So now I want you to take 45 seconds to write down 2 things that relate to your products or services that fit this criteria.
Let me give you three examples:-
- 1. Customer wants a beautiful brochure, not a great graphic designer.
- 2. Customer wants more enquiries from the website, not a great website designer.
- 3. Customer wants higher price on the house they are selling, not a great real estate agent.
Go – you have 45 seconds. Write down 2 things that fit the criteria of “what the customer wants” rather than “how good you are” in relation to your business.
Give them 45 seconds and then call for 2 or 3 responses and repeat them. Then say…
Next time you do your infomercial you can incorporate these.
