How do you have a more meaningful sales conversation (so you can increase your sales)? The answer is “clarity around” and “focus on” brand promise, a signature offer and a niche market.
READING THIS BLOG MAY INCREASE YOUR SALES!
I just thought I’d give you a heads up. 
SEE, …
If all the advice to increase sales is anything to go by, fine-tuning your sales call and nailing your proposal are the key to success.
And you won’t hear me say they are not important. Because they are.
But there’s a universe in between the initial call and the signature on the dotted line. And if you don’t get the foundations right, the increase in sales conversions will be elusive.
BECAUSE…
People don’t say YES unless they …
- feel a connection
- think you understand their needs
- feel like they are in the hands of an expert who will do the best job for them
Heck, you often can’t get people to talk to you on a first call unless they think you can provide these three.
How To Have A Meaningful Sales Conversation?
I have been thinking about what it takes to evoke these feelings without saying as much.
Really, …How do you have a more meaningful sales conversation and as a result increase sales conversions?
I realised, when you drill deep down to the core, it comes down to creating an ecosystem where you FOCUS on and create CLARITY around…
What you stand for What you’re selling Who you sell to
It speaks for itself that these 3 elements are closely interlinked. That’s because all 3 should directly stem from the understanding of your industry and your market, and the values and the vision you have for your business.
Get them right and your clients will feel drawn to you, ultimately resulting in the desired increase in sales conversions.
Xero’s Example
Here’s an example.
Xero is a cloud-based accounting software provider born right here in New Zealand, but now with a global presence. I realise they are quite a bit bigger than us small fish, but it’s an example most of us will be familiar with.
The growth for Xero in such a short timeframe has been phenomenal. Why?
They are clear on
- what they stand for: simplicity, efficiency, and accessibility
- what they sell: an intuitive and user-friendly accounting platform that streamlines financial processes (skipping cumbersome steps that only makes sense to an experienced financial professional)
- who they sell to: they made it their mission to empower small business owners and entrepreneurs (who don’t necessarily have a financial background)
By honing in on these three, they developed a reputation. It didn’t take long until they disrupted a market of long standing brands.
So,… how can WE improve the sales conversation and increase sales without having to explain all the reasons why your clients should work with you?
1. What You Stand For: The Power Of Brand Promise To Increase Sales
Ok, I dropped a word. Two, to be accurate.
What is Brand Promise, and how can it contribute to increasing sales?
Here’s how I see it: Brand Promise is what you stand for and, as a result, the value you deliver to your clients. But it also has to do with your values.
Put more formally, it’s a clear and concise statement that communicates the unique benefits, values, and experiences that your business provides to your clients. It encapsulates the fundamental promise you make to your clients, setting expectations and guiding your interactions with them.
In a crowded marketplace, keeping your brand promise in focus …
- is the key differentiator that sets you apart from your competitors.
- establishes trust, credibility, and a sense of reliability
- helps your business to become a powerful magnet to those who resonate with your values and believe in what you offer.
- creates an emotional connection with your ideal customer.
Brand promise is a foundation that will let you develop the other points. Get brand promise right and you’re well on your way to increase sales.
Here’s what I want you to do
Take the time to define your brand promise. Make sure it reflects the essence of what you offer and the value you bring. It should be clear AND it should be unapologetically you.
2. What You’re Selling: The Power Of A Signature Offer To Increase Sales
This one has a lot to do with clarity.
More specifically, clarity on how you can help your client while focussing on what you do best.
In today’s competitive market, it’s more important than ever to have “A Signature Offer”, a specialised service that you excel at.
Why?
Not only will a focused service allow you to build a reputation as an expert and streamline your operations (I dedicated an episode on the topic of specialisation vs. generalisation. You can find it here. )
Having a signature offer brings clarity to your business.
It helps both you and your potential clients understand what you specialise in and what value you bring to the table (See how it is linked to brand promise?). The clarity that is brought by a signature offer makes it easier to communicate your unique selling proposition and differentiate yourself from competitors.
Bringing your service offerings down to your core focus will improve your sales conversation
and make conversions a lot easier.
Here’s what I want you to do
- Identify your core service
- focus on refining and optimising it.
- Invest in continuous learning and development to stay at the forefront of industry trends and innovations.
- Gather feedback from clients and make adjustments to enhance the value you provide.
- Strive to become the absolute best in your chosen field and let that excellence shine through in your sales conversations.
3. Who You Sell To: Finding And Nurturing Your Clear Market To Increase Sales
Ok, more talk about clarity.
This time about your market and target audience.
I’ve spoken often about how I see service providers and agency owners who are trying to be everything to everyone.
Let me say this on the topic.
It’s very normal test to the water when you start out. Figure it out. Up to a point, it’s the right thing to do. And you’ll grow.
UP TO A POINT.
In my opinion, that point is the 6 figure mark . This is the moment when many businesses hit a wall in growth. Unless they really nail down who their ideal client is.
What market do you serve? Many people call it a niche.
Now, I’d like to offer some nuance. Because niching down is often understood as a specific segment of a market that you choose to serve, based on shared characteristics, needs, or interests.
But I think you can also narrow down your market by the service you offer. If your service is super specific, you can have a broader target market and be equally successful.
It’s often a balancing act.
The point is that you focus so you can position yourself as an expert and a trusted resource in that specific area.
But not only that.
When you specialise in serving a particular market segment, you can develop a deep understanding of their unique challenges, desires, and pain points. As a result, you'll find that sales conversations become more meaningful, authentic, and successful.
And increased sales conversions will follow.
Defined Brand Promise, A Signature Offer And A Clear Market Will Increase Your Sales
It’s been my experience that when these three elements align, magic happens.
- Your brand promise sets the foundation and attracts the right audience
- Your signature offer creates clarity in what you do and communicates the value you provide
- You serve a clear market so you connect with your ideal clients on a deeper level.
Together, these elements improve your sales conversations, foster meaningful relationships, increase sales, and drive overall business growth.
That’s tick, tick, and tick in the box.
Need some help with that?
Now, simple as it may sound, improving the sales conversation through honing in on these 3 elements is not a one-and-done job. So it helps to have support in getting clarity and remaining committed. I CAN BE THAT PERSON FOR YOU.
I encourage you to take that first step.
If you want to come and work with me to improve these areas of your business, then book a FREE 60-minute Scale Strategy Session.
I'll get you to complete a Scale Scan so we can pinpoint what's working and what's not . From there, we create a 3 step plan to set your business up for scalable growth. All this is FREE!
From there, if we decide we want to work together, I'll share with you what that looks like. If not, you walk away from our call with a step plan to implement yourself. There really is no way you can lose!
You can book your FREE call here.
