Andy Black
Help people. Get paid. Help more people.
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Here’s my definitions:
Enquiries (phone calls, form fills, etc)
-> Leads (people interested in their services)
-> Buyers (people who buy their services, once)
-> Customers (people with a custom of buying their services - aka repeat buyers)
...
Personally, I don’t guarantee results. I even state it when I speak to people interested in hiring me: “We don’t guarantee results, just that we follow a process, and our process is this: blah blah blah.”
Even when we can’t get results for a new client and they have to disengage, they understand the process we went through and often still refer people to us in the future.
Maybe it goes against all the sales and marketing books, but I sell the process that should get results, not the results. I speak at length about the process. Prospects can visualise what we will do for them.
If they engage and we start the process then they will “see” the process in action and “get” it. Even if they don’t get results, understanding this process is extremely valuable for them because they can use it for any other business idea they have.
I’m not saying my process is my USP.
Again, contrary to sales books I don’t believe we need USPs. I believe we just need to get the right offer in front of the right people at the right time.
I’ve been on local courses for business owners - as an attendee. At the start folks are asked to introduce themselves and what they do.
“I’m Andy. I do them little ads on Google.”
Ta-da. That’s enough for anyone looking for help with Google Ads to make a note and come speak to me at the coffee break.
What was my USP? Did I even say I was good at it?
Nothing... I was just in the same room as them.
...
Check out the Inbound/Sales braindump in my signature.
Enquiries (phone calls, form fills, etc)
-> Leads (people interested in their services)
-> Buyers (people who buy their services, once)
-> Customers (people with a custom of buying their services - aka repeat buyers)
...
Personally, I don’t guarantee results. I even state it when I speak to people interested in hiring me: “We don’t guarantee results, just that we follow a process, and our process is this: blah blah blah.”
Even when we can’t get results for a new client and they have to disengage, they understand the process we went through and often still refer people to us in the future.
Maybe it goes against all the sales and marketing books, but I sell the process that should get results, not the results. I speak at length about the process. Prospects can visualise what we will do for them.
If they engage and we start the process then they will “see” the process in action and “get” it. Even if they don’t get results, understanding this process is extremely valuable for them because they can use it for any other business idea they have.
I’m not saying my process is my USP.
Again, contrary to sales books I don’t believe we need USPs. I believe we just need to get the right offer in front of the right people at the right time.
I’ve been on local courses for business owners - as an attendee. At the start folks are asked to introduce themselves and what they do.
“I’m Andy. I do them little ads on Google.”
Ta-da. That’s enough for anyone looking for help with Google Ads to make a note and come speak to me at the coffee break.
What was my USP? Did I even say I was good at it?
Nothing... I was just in the same room as them.
...
Check out the Inbound/Sales braindump in my signature.
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