With only one more day before the election, here's another valuable tip you can learn from those ever-present spin artists working on the campaigns:
Tip #2: Use sound bites.
Unfortunately, the majority of today's voters don't study the issues at all. They hear a few sentences of the candidate's message on television or scan the headlines in their newspapers.
As a result, they only hear the snippets of a politician's speech that have been pulled out by the media to stress an important point. The entire context of the quote is missing and it's left to be interpreted as a stand-alone phrase. The media loves these catchy, well-written sound bites. They play them over and over, hammering the message home to our lazy populace.
How does this apply to sales? Many of your buyers are very similar to voters. They don't have time to think because they're so busy putting out fires. In order to catch their attention, you need a great sound bite that they can't ignore. It has to scream, "Listen to this." And it has to be easily repeatable.
The best sound bite in today's marketplace is a strong value proposition. Think about how you can succinctly state the outcomes a client gets from using your product or service. If it takes you forever to spit out of your mouth, it won't work. Stress the business results in a catchy, but bare-bones manner for the highest impact.
For more info on this topic, check out this article on my website called "Is Your Value Proposition Strong Enough?" http://www.sellingtobigcompanies.com/free-sales-stuff/articles/valuepropstrength.php . Or take a look at my CD on the same topic at: http://www.sellingtobigcompanies.com/sales-tools/audio/index.php .
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