| Sell Feelings Not Facts
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| | Tiger Woods on the Golf course or Andre
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| 24th November 2005
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| | Aggasi on thetennis court.
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| Author: Alan Fairweather
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| | They don't buy Microsoft products because
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| I've been hearing for years that a
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| | of all theresearch they've done, they buy
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| successful business needsto have a USP
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| | them because they feel goodabout them.
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| (unique sales point). The problem is that
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| | Start to think what your ESP is. What
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| mostbusinesses find difficulty in
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| | does your product orservice do that makes
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| identifying what their USP is.
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| | your customers feel secure,comfortable,
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| And even if they have a USP, eventually
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| | acceptable to others, admired,
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| they find theircompetitors doing the same
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| | stylish,wealthy, important, happy,
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| thing.
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| | relaxed or sexy.
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| So instead of losing sleep wondering what
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| | For those of you selling engineering or
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| your USP could be,far better to think
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| | technical productsand think this isn't
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| about what your ESP (emotional
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| | for you - think again.
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| salespoint), could be.
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| | Some years ago I worked as a Sales
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| Your ESP is about how your customers feel
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| | Engineer for Loctiteindustrial adhesives.
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| when they dealwith you. How they feel
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| | On several occasions I proved toengineers
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| when they use your product orservice.
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| | through numerous tests, how my product
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| A USP could be - "We have a 24 hour
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| | could savetime and money over the
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| delivery service"
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| | assembly methods they were using.
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| The ESP would be - "You'll be enjoying
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| | Many engineers agreed with all the test
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| our product the dayafter ordering it"
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| | results however theyoften rejected the
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| A USP - "Our prices are very competitive"
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| | product on the basis that it didn't
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| The ESP - "You'll feel you've received
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| | FEELright for them.
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| value for money ifyou buy this"
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| | I realised then that I needed an ESP to
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| As all good sales people know, we don't
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| | overcome thisresistance.
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| sell a feature (USP)we sell a benefit
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| | So there you have it - always remember
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| (ESP).
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| | that a customer willmake an emotional
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| Customers don't buy Nike clothing because
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| | decision before a logical one,
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| there made fromquality materials, they
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| | whateverthey're buying - so what's your
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| buy Nike because they want to feellike
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| | ESP?
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