We will review your USP’s and expand the points as you would when talking to a client. Refer to the Value the USP offers the client, mention the features and benefits and review the benefits for the client.
Then we will draw up your skeleton presentation plan.
Looking back to lesson 4, your research will have flagged up points that are not as unique as you may have thought, so now is the time to review your list of USPs.
So go back to the exercise you did at the end of lesson 3, where you made several lists. For your convenience this is the exercise
Exercise (lesson 3)
What are your USPs?
What value does each USP offer to your client?
What are the Features and Benefits?
Write a benefit and features sentence for each USP or Buying point.
Review the benefits for a chosen client
Now with the benefit of the added knowledge you have about your market and competitors, redo these exercises
What are your selling/buying points?
Are they unique? Really?
Are you definitely the cheapest, most reliable, best performing, most advanced?
OR are you mid-market, have a great after sales service, have a high satisfaction rating from clients, and have a great classic product renowned for its design excellence?
When you have your new list of Selling/Buying points, expand the points as you would when talking to a client. Refer to the value the point offers the client, mention the features and benefits and review the benefits for the client.
For example in the scenario we considered in Lesson 4 ;-
You are a kitchen fitter, and a competitor is cheaper, but you offer a full project management service, managing builders, electricians, plumbers etc .and they don’t offer that.
In your List state that you offer a full project management service, managing builders, electricians, plumbers.
Be prepared to discuss this service and the BENEFITS this gives to your clients. “This means that you don’t need to worry about scheduling the different pieces of work, we will do all that for you. If someone runs late or doesn’t turn up, we will deal with that because we have a database of people we work with. The start to end date will be shorter “
List the points, expanding them as above, and put them in order of importance to the client. Be aware that this order will change depending on the clients’ priorities, but be fluent enough with your features and benefits to emphasize the aspects that are important to them.
So for a client whose budget is their chief concern, emphasise the appropriate value benefits, or to one for whom design excellence or speed of delivery is the premium concern, discuss those aspects with them.
And how do you know what is important to your client? By asking them when you first meet them and making and keeping a note to that effect. This is the key to closing your sale. You are going to demonstrate how your product meets their requirements.
And now you have a clear view of your product strengths and weaknesses, this is a good time to consider enhancements to your product. If someone is doing things better than you, can you integrate that into your product or service?
Remember that products and markets are dynamic. If everyone else is moving forward, and they are, then to stand still is to go backwards!
Exercise –review your Selling/Buying points.
Expand the points as you would when talking to a client. Refer to the Value the point offers the client, mention the features and benefits and review the benefits for the client.
This is now the basis of your skeleton presentation plan.
Review and enhance your product or service if you can. OR propose amendments to your management, explaining why changes are needed.