Selling \’sell*ing\ – Definition from Merriam Webster:
- To deliver or give up in violation of duty, trust, or loyalty and
especially for personal gain: BETRAY – often used with out <sell out their country> - a (1) : to give up property to another for something of value (as money) (2) : to offer for sale
- a : to deliver into slavery for money
b : to give into the power of another
c : to impose on : CHEAT
Yikes! If that is the definition of the job we all love and do everyday, how do our clients feel about us when we call on them? We didn’t get into sales to betray, cheat and deliver people into slavery. We got into sales for the opportunity to help business owners and to hopefully makes some money in the process, right? We all bring value to our clients, but when was the last time we really, truly, worked on a value statement? You know, what is that thing that we do everyday that our clients actually see value in working with us? How do you differentiate yourself from the other 40 calls that business owner got today?
It might be time to dust off your value statement to bring the value back into selling. If you’re not sure where to start, try asking your existing clients. Most people are afraid to ask their clients, but you get a chance to see their perspective on why they chose to work with you. Once you’ve gathered some feedback, try and work those statements into tangible results to enhance your value statement. Did you reduce the time their property was on the market? Did you help them save money? Work those things into your value statement and try them out with the “SO WHAT” test.
For example: “I work with business owners and tenants to find the right property or building for their business.” SO WHAT? “Well, I helped them save time by showing them the right properties.” SO WHAT? “Okay, well that saved them money by getting into a property that didn’t need a complete overhaul to fit their business.” See how we are getting it down to what is important and valuable for our client?
Now we can refine this to sound something like this:
“My name is Jason Price with Commercial Properties Incorporated. I work with business owners to find the right property for their business and help them save time and money by showing only the best properties for their needs.”
Now, you can probably refine that even more with concrete examples of the thousands of dollars you saved a client, or other examples. Give it a shot. Ask your clients for feedback and if you get stuck, I’d be happy to help you work on your value statement.
Happy Selling!
Sincerely,
Jason Price,
Director of Marketing & Research
Commercial Properties, Inc.
a CORFAC International Firm
2323 W. University Drive
Tempe, AZ 85281
(480) 214-1107 Direct
(480) 223-2342 Mobile
(480) 966-2307 Fax
jprice@cpiaz.com
www.cpiaz.com