by Adhir Uzcátegui*In the previous articles we have shown that we have to determine the benefit of what we will sell when we talk about electronic security, as opposed to its characteristics.
In this article, we'll look at the importance of defining a clear and powerful sales proposition that motivates the customer to buy. It's important not to confuse the sales pitch with the purpose of communication. The sales proposal is an exchange that you make with the client, that is, what is the concrete proposition that will be made to the client?
Imagine that you have a potential buyer at your helm and you have only a minute to sell you your comprehensive security solution, what would you say and how? What clear proposal would you make for him to buy, without you having to imagine what you want to sell or say? How would it motivate you to action?
Sometimes it is difficult to differentiate between profits and the sales proposition because they seem to be mixed, however it is very useful to learn how to differentiate them.
The sales proposal of a certain commercial action may or may not include the benefits of the comprehensive security solution.
Let's look at it from another perspective. The sales proposal that must be present in your communication, is nothing more than the proposal that you are making to the consumer, which must be clear and direct, so that the client can perceive a reason that justifies why it would be convenient to buy the solution that they are proposing, or that motivates you to want to experience those benefits.
Something like: if you buy this product you will get 'such a thing' in return, no more and no less. Let's continue taking the case of this article as an example. Be aware of differences.
When you enter our website, or in the event that you have received an e-mail, the communication tactic wanted to invite you to subscribe, voluntarily and free of charge, to the electronic newsletter "Be an Electronic Security Expert" (my purpose). To motivate him to do this, I offered him this valuable sales training in security for free (my concrete sales proposal), which would serve as a guide to more effectively structure his commercial and technical actions (the benefit... the personal advantage you will gain)
Do you see it clearer now? Let's take another example
Imagine that you own a monitoring center and want to increase your number of subscribers (your purpose). Specifically, it wants to attract 250 new subscribers in the next two months (its goal).
As you have already studied the articles of the Security Sales magazine, you know that what people really buy is the benefit or personal advantage that a certain service and / or product brings them, right? So you decide to communicate (sell, promote) the greatest benefit that your service brings, or that brings the fact of receiving said service in your particular business.
You have decided to promote (sell) a "highly personalized security program", which will allow the user to achieve any goal of protecting their family, residence and business more effectively, with full control and in less time (the benefit). Communicates to the client the benefits of your program, conveying that you will achieve your goals more effectively with full control and in less time, do you think you will get a greater number of responses? Sure... guaranteed.
Now, what is the benefit you are communicating at the same time a sales proposition? Yes, but it can be improved... and a lot.
Let's see an example of what the body of the ad could be, without headlines, or closures: as a customer of the company "Halcón Seguridad" you will achieve any technological and electronic security objective you want to achieve, thanks to our "Highly personalized security program" and not only will you get what you want more effectively but you will also get what you want. you will also do it in less time and more motivated (an important benefit).
Additionally, if you make the investment before October 20, we will give you a whole month of free monitoring for you and if you refer a friend to be part of this offer, you will receive a totally free alarm, valued at 350.00 dollars (a clear and concrete proposal). Do you think that such communication would motivate more action to a person who was thinking of making this type of investment? I bet it does.
You can now see the difference between the benefits of the product or service you want to sell, the purpose of the communication and the specific sales proposal, which motivates the customer to want to experience the benefits offered by your service and / or product.
This example will help you visualize, from a different perspective, the application of the articles learned so far.
* Adhir Uzcátegui is the general manager of Suntech Group, an extension of several electronic security equipment factories for Latin America. You can tell it by writing to the email [email protected]
