Most payroll service companies haven't trained their sales reps on what to say when giving a presentation to a group or prospect. Because of this, then end up looking like a "me too" payroll service.
Read What This Payroll Service Salesperson Said When He Stood Up At A Chamber Networking Event. . .
At a recent chamber networking event, I personally saw a payroll salesperson stand up and say this: "My name is _____ from _______. We do payroll better that anyone else. I'm your sales rep and we've been in business for almost 20 years." So answer this; did he make you want to drop your current payroll service and sign up with his company? Of course not.
Words such as better, been in business since ______, largest, biggest, smartest and best are examples of platitudes. What is a platitude? They are words or statements that are spoken as if it were meaningful or important (when in fact, it doesn't mean anything).
Messages full of platitudes don't allow people to make a logical choice about your business. Human nature dictates that all people want to make the best purchasing decision possible. The only way to effectively accomplish this is by educating your prospects with specific, concrete, compelling reasons why they should do business with your company. Something a powerful unique selling proposition (USP) will do for any size payroll service.
Elements of a Winning Marketing Message.
There are six steps to creating a winning marketing message (which are the building blocks to your USP):
- Describe your prospect's problem.
- Explain how you can solve this problem.
- Description about the benefits people will receive from your product or service.
- Testimonials from customers.
- Low-risk method of trying your product or service.
Final Thoughts On Your USP.
You don't have to a 20-page document to outline your USP, as most businesses can create one in one to two pages. Once your unique message has been created, you message should be used in all your marketing communications including your sales brochures, website, direct mail pieces, yellow page ads, sales scripts and radio ads. But more importantly, train your salespeople on how to use it when they are communicating to a prospective buyer.
About The Author
Glenn Fallavollita is the President of SellMorePayroll.com, a Division of Drip Marketing, Inc. He founded Drip Marketing, Inc. in 2002, and serves as CEO, lead copywriter and strategist. He is also instrumental in developing the curriculum, format and expansion of Drip University - the training arm of Drip Marketing, Inc. and SellMorePayropll.com. His work, insight and creative talent has been the catalyst for the delivery of more than 30 million e-mail campaigns on behalf of his clients.