TIPS SELLING TIP Deliver Compelling Value


We’re not talking about value, here – we’re talking un- deniable, influential, and substantial value. Compelling value is what changes the customer experience or the results the customer gets from that experience. To deliver that kind of value, all you need is real market opportunity, the ability to understand your customer better than anyone else in the market, and an understanding about where the market and the customers’ needs are going, says one expert who provides this seven-step framework for delivering compelling value: 1. Be different in a way that really matters to the


‘‘ customers you choose to serve


2. Understand the customer better than anyone else and craft the best solution


3. Deliver real value throughout the entire customer experience


4. Deliver value based on a clear and consistent focus or framework


5. Deliver the right combination of tangible and intangible value


6. Build an organization that is passionate about the value you offer and gives people the tools and support to make a difference


7. Commit to continually raising the bar Compelling value will help you stand out in the mar- ketplace – and that’s just what you want, right?


– RENEE HOUSTON ZEMANSKI


I told the doctor I broke my leg in two places. He told me to quit going to those places. HENNY YOUNGMAN


SELLING TIP Double Duty


When you print up new business cards, make sure you use both sides. For just a few pennies more you can have additional information on your products or service – or even a short inspirational message. That way, when your card is on a prospect’s desk, you’re getting exposure regardless of which side is up. It’s just a little thing that can separate you from your competition. – WILLIAM F. KENDY


VIDEO: THE SECRETS TO BUSINESS DEVELOPMENT WITH LISA PESKIN


SELLING TIP


Don’t Take People for Granted


Mark Twain said, “I can live for two months with a good compliment.” Employees can live even longer than that. “Don’t take your key people for granted,” counsels Mar- jorie Brody of Brody Com- munications Ltd. “If you think they’re great, let them know – and others too.” She cites the importance of such top performers as Carolyn Gaynor, who fills the role of “sched- uler, diplomat, travel agent, communicator, relationship builder, and magician.” Brody touts Gaynor, who responds appreciatively to her boss’s pat on the back in her firm’s quarterly e-zine.


– RAY DREYFACK


SELLING POWER JUNE 2018 | 5 © 2018 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


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