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How to Get New Business

How to Get New Business

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Published by Peter
A totally FREE 129 page book - "How To Win New Business" . Learn cutting edge sales tips, techniques an strategies completely free. Download it now
A totally FREE 129 page book - "How To Win New Business" . Learn cutting edge sales tips, techniques an strategies completely free. Download it now

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Published by: Peter on Sep 12, 2009
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12/21/2012

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So your first Action Point is to start to familiarise yourself with the
Google keyword tool and find out what exactly people are
searching for to find you.

The best marketplace to be in is one where people are actively
searching you out. That makes business so much easier to find.

HOW TO WIN NEW BUSINESS

SALES DNA LTD www.salesdnaltd.com Tel: 0845 6434165
All rights Reserved Copyright. SalesDNA.

Page | 14

#2 - Focus On The Right Things - Your
Market

The most common mistake I see with sales and marketing is the
'it's all about me syndrome'. All of a company's letters, web site,
and networking interactions are all about the company and what
you can do.

Without being too brutal here, most people do not care! They are
not too interested in knowing what you HAVE, DO, or KNOW.
They want to know:

“what is in for the them?”

In the simplest scenario they have a problem and they are looking
for a solution. The company that can clearly articulate -

"I understand you, I know what your frustrations are and I
know how to solve them."

- will be the one that is the most successful. This sounds simple, I
know, however the majority of businesses still have an inward
way of thinking and say:

"this is what we have got and this is what we can do - do you
want some?"

HOW TO WIN NEW BUSINESS

SALES DNA LTD www.salesdnaltd.com Tel: 0845 6434165
All rights Reserved Copyright. SalesDNA.

Page | 15

How can your business effectively do this?

By focusing on solutions and benefits - in every communication
you have with a prospective client.

Specific Targeting:

Much has been written about this and many people pay lip service
to it yet most companies I work with can't clearly answer the
following questions:

Target Message: Who exactly are you talking to?
Problem/Solution: What is the concern of your prospective
clients and what is the solution?
Benefits: What are all of the ways your services help your
clients?
Unique Competitive Advantage: What makes you stand
out in a way that makes a difference to your clients?
Risk Reversal: What are you promising to deliver that
reduces the perceived risk of your clients?

I do not underestimate the difficulty in clearly defining these
things. Yet if they can be achieved they will make the difference
between a good and a truly great business.

A well used example of a service business that used this to
catapult them from nowhere to a major worldwide organisation
was Dominoes Pizza. Their whole sales and marketing was
based around their slogan and USP:

"Hot, fresh pizza in 30 minutes or less, or it's free"

HOW TO WIN NEW BUSINESS

SALES DNA LTD www.salesdnaltd.com Tel: 0845 6434165
All rights Reserved Copyright. SalesDNA.

Page | 16

They knew their uniqueness, they invented it!

Note that not once does Dominoes say the Pizza will be tasty. It
probably isn't the best pizza available, but to their prospective
clients it was unique. They knew it would be with them in 30
minutes or it would be free. Their needs have been met. Unlike
the competition who would say:

"It could be 90 minutes. I just don't have the drivers and
when you get them you can't trust them. And besides I just
can't forecast my demand. Any way it'll be with you tonight
sometime."

Believe me, I know how hard this process is and for some
companies they believe they can never find uniqueness. To those
I ask

"If you can't articulate why you are special, unique and
different, then why would I choose you yet alone pay you a
premium?"

The strange thing is most companies have something they
believe that makes them truly unique and may be able to tell you
in conversation yet fail to put it on any marketing or sales
material. What a wasted opportunity!!

Then there are things that just won't 'cut the mustard' in today's
business climate:

Quality: Just to say 'we strive for the best quality', or "we
guarantee the highest quality" is not enough for a number of
reasons:

HOW TO WIN NEW BUSINESS

SALES DNA LTD www.salesdnaltd.com Tel: 0845 6434165
All rights Reserved Copyright. SalesDNA.

Page | 17

• In today's competitive environment quality is expected just to be
considered as an entrance to the marketplace.

• What does quality mean? Is it the way you handle meetings, the
quality of the documents you produce or the quality of the service
you provide? In many businesses, this is by and large intangible.
How can someone tell if your tax return is quality? They can't try it
on or feel it.

If you feel that quality really is your uniqueness then say so. Be
specific. If you have offered a 100% money back, no quibble
guarantee for five years and you have had 800 clients in that time
and not one has requested a refund, surely it makes sense to
shout it from the roof tops!

Service: Again service is often said to be the difference
compelling enough to use a company yet hardly any one can
justify it. If this is your advantage then quantify it:

• We guarantee to produce XZY within three days or you do not

pay us for the service.

• If you order by XYZ by 4.PM we guarantee to produce ABC by

mid day the very next day

These guarantees communicate clearly that you understand the
service required and that you are extremely confident of providing
it.

A recent proposal I produced for a client had the following
guarantee at the end of it:

HOW TO WIN NEW BUSINESS

SALES DNA LTD www.salesdnaltd.com Tel: 0845 6434165
All rights Reserved Copyright. SalesDNA.

Page | 18

That‘s a little bit like substantiating the level of service.

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