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~~~ Straight To The Point ~~~
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Issue 9 6/15/04
~~~~~ From The Publishers Desk
~~~~~~ ASK THE ADMISTRESS - CLUES 4 SUCCESS
~~~~~~ Feature: What's your Selling Sentence?
(c) BIG Mike McDaniel
~~~~~~~ Subscriber Ads
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** From The Publishers Desk **
Does the weather affect you customers attitude?
Are your customers seemingly more on edge ... easier to get
angry?
I've personally found that with the heat and humidty, the
customers I deliver to, seem to almost TRY to find a way to
get into a heated debate over the delivery, the time it
arrived, the condition of the product.
Have you found the same challenges on the net?
Your customers are upset for some reason ... yet, it isn't
exactly clear from their angry email or phone call?
What's a good way to handle it?
First, I would say soft words (this is assuming you're
talking on the phone, or in person) ... try to find out
WHAT they're angry about.
It may be best to arrange another time ... our anger can
blind us to logic and reason, can' it?
Second, don't respond back in anger. That's NOT quite as
easy as it sounds ... we may feel we're under 'attack' and
may REACT rather than TRULY respond.
By being able to correctly respond to angry customers, we
could possibly turn a bad situation into a win-win
situation.
Isn't that what we're truly after?
Thanks for reading,
Phillip
http://ebizprofits4u.com
=========================
ASK THE ADMISTRESS - CLUES 4 SUCCESS
Copyright © M B Stearns 2004
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ASK THE ADMISTRESS - CLUES 4 SUCCESS
Second Fiddle Selling
Clue # - 169
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ASK THE ADMISTRESS - CLUES 4 SUCCESS
Second Fiddle Selling
Copyright © M B Stearns 2004
Not every biz owner is the purchaser. When certain "other"
types of people are assigned the job of purchasing for their
company, you usually work harder for your money.
Just exactly what does take place when a circuit works
itself loose and these people become creatures from hell?
Little people given BIG powers seldom grow. Your reaction
and response is to always try to kill them with kindness.
Not easy when Attila the Hun has the wallet power, is it?
We grow when we practice the kindness process. Even if you
may not be able to change anything in the situation, you
must resist taking verbal shots in return. Always remember
who holds the wallet. Instead of trying to come up with a
nasty and negative return shot, just take great pride in
your professionalism.
Having a great sense of humor is also helpful when dealing
with petty tyrants. It takes a good deal of self control to
be nice, after hearing that the company is over-supplied, at
least 25 times in one meeting. Do your best to maintain
balance and control. Your mental health should improve, if
you focus your attitude on equal and opposite responses.
Never hit below the belt.
Tiny people with BIG powers can be a real occupational
hazard in our profession. Create a positive strategy for
dealing with them. Never forget that they can begin to snip
away at us, in ways that are never productive. Can you do
the unexpected? Chip a bit of ice from their souls. It takes
a BIG person to constantly chip away the negatives. Just how
big do you think you can be?
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Clue # 169 - Take a Chip OFF of the Old Ice Block!
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\\ FEATURE //
What's your Selling Sentence?
(c) BIG Mike McDaniel
What's your Selling Sentence? If you have a business, you
need a selling sentence.
Sometimes called the Defining Sentence or the Secondary
Statement, the Selling Sentence is the group of words that
clarify and refine the nature of your business when seen or
heard with the name or logo of your business. You tell ‘em
what you do for them' with your Selling Sentence.
The Selling Sentence clearly differentiates your business
in the eyes of your current and potential customers or
clients. "When it absolutely, positively, has to be there
overnight" reinforces the FedEx brand.
McDonald's has used Selling Sentences for individual
products. "Two all beef patties, special sauce, lettuce,
cheese, pickles, onions on a sesame seed bun"
Selling Sentences are similar to Unique Selling
Propositions, or USPs. But they differ because that they
are more focused and are presented in one sentence or less.
USPs can be much longer, resembling a mission statement.
Develop your own Selling Sentence to be displayed under the
business name or logo. If it won't fit there, it is too
long. The Selling Sentence should appear in the same spot
every time the name of the business or logo is displayed:
newspaper ads, store signs, yellow pages, business cards.
Everywhere the logo goes, so goes the Selling Sentence.
Look at the big boys. Lots of Selling Sentences, some short
enough to be called Selling Statements. All fit under the
business name.
A Selling Sentence is extremely important if your business
name does not reflect on the nature of the business or the
product. FedEx was shortened from Federal Express, both of
which mildly suggest package handling. Since the Selling
Sentence accompanied all references, we all know FedEx is a
package delivery service.
Murray's Plumbing would not need a Selling Sentence to
clarify the nature of the business, but rather one to set
it apart from hundreds of competitors. Murray's Plumbing We
show up on time and smell good or your don't pay!
Now Murray and his people must maintain the Selling
Sentence by keeping the promise. FedEx says over 99% of
packages get there overnight. The Selling Sentence should
not change unless you intend to re-brand the business, so
get it right from the get-go.
Convene your own brain trust of employees and friends and
peers for a free association session. List what can be said
about your business in one sentence. Emphasize your biggest
customer benefit.
Write them all down, no matter how goofy. With the group,
trim the list to 10 before you bring out the refreshments.
Sleep on it and make a final decision the next morning.
Papa Fred’s Car Wash Satisfaction Guaranteed or DOUBLE your
dirt back
Ralph's Refuse Our Business is Picking Up
Don't tell 'em what you do. Tell them what you do for them.
For more about business get my article "What Does Your
Business Card Say?" Send a blank eMail to the
MailTo:BizCardSay@BigIdeasGroup.com
©2004 BIG Mike McDaniel, Professional Speaker and Former
Major Market TV News Anchor. The BIG Ideas Group helps
small business grow with consulting, seminars, resource
guides and sales training. visit http://BIGIdeasGroup.com
MailTo:Mike@BIGIdeasGroup.com
Subscribe to "BIG Mike's BIG Ideas" Newsletter
MailTo:subscribe-956603364@ezinedirector.net
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