When you walk out of a potential customer’s office or hang up the phone, what do you leave behind?  What “sells” for you after you leave?  More often than not, it is the person on the other end of the conversation.  Your beautiful sales collateral can get stuck in a drawer.  Your treasured website may never get visited.  How will that individual remember you?

Before walking into any sales call, one should spend some time determining and practicing their Positioning Theme.  Depending on who you are talking to and what they deem important, you will want to cater this theme to that sale.  Your Positioning Statement will define this theme and must be repeated three times during the conversation.  Three crucial points to a strong positioning statement:  Brief, Compelling, Repeatable.

“This is what I do and who my company is” wrapped up into a few compelling words, which will be ringing in your new customer’s ears and continuing to sell you after your encounter. It will not come naturally to repeat a phrase during a conversation three times, and you will need to practice and hold yourself accountable after every sales call.

Do you want to be remembered as balding guy with the blue brief case and stellar shoes?  Or, do you want these words ringing in your customer’s ears… “The Get-It-Done Guy,” “Zero-Violation Company,” “Not one negative Customer Service rating,” “Oldest ‘X’ Company in Spartanburg,” “I do right not fast,”  “NO ONE will service you better” …Catching on?

And as always, be looking to Pay It Forward as you Do Business Better.

Author – Angela Hester.