| I've been hearing for years that a
| |
| | research they've done, they buy them
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| successful business needs
| |
| | because they feel good
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| to have a USP (unique sales point). The
| |
| | about them.Start to think what your ESP
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| problem is that most
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| | is. What does your product or
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| businesses find difficulty in
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| | service do that makes your customers
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| identifying what their USP is.
| |
| | feel secure,
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| And even if they have a USP, eventually
| |
| | comfortable, acceptable to others,
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| they find their
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| | admired, stylish,
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| competitors doing the same thing.So
| |
| | wealthy, important, happy, relaxed or
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| instead of losing sleep wondering what
| |
| | sexy.For those of you selling engineering
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| your USP could be,
| |
| | or technical products
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| far better to think about what your ESP
| |
| | and think this isn't for you - think
|
| (emotional sales
| |
| | again.Some years ago I worked as a Sales
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| point), could be.Your ESP is about how
| |
| | Engineer for Loctite
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| your customers feel when they deal
| |
| | industrial adhesives. On several
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| with you. How they feel when they use
| |
| | occasions I proved to
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| your product or
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| | engineers through numerous tests, how my
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| service.A USP could be - "We have a 24
| |
| | product could save
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| hour delivery service"
| |
| | time and money over the assembly methods
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| The ESP would be - "You'll be enjoying
| |
| | they were using.Many engineers agreed
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| our product the day
| |
| | with all the test results however they
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| after ordering it"A USP - "Our prices
| |
| | often rejected the product on the basis
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| are very competitive"
| |
| | that it didn't FEEL
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| The ESP - "You'll feel you've received
| |
| | right for them.
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| value for money if
| |
| | I realised then that I needed an ESP to
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| you buy this"As all good sales people
| |
| | overcome this
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| know, we don't sell a feature (USP)
| |
| | resistance.So there you have it - always
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| we sell a benefit (ESP).Customers don't
| |
| | remember that a customer will
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| buy Nike clothing because there made from
| |
| | make an emotional decision before a
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| quality materials, they buy Nike because
| |
| | logical one, whatever
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| they want to feel
| |
| | they're buying - so what's your
|
| like Tiger Woods on the Golf course or
| |
| | ESP?Discover how you can generate more
|
| Andre Aggasi on the
| |
| | business without having
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| tennis court.They don't buy Microsoft
| |
| | to cold call!
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| products because of all the
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| |
|
