wardell books

Introduce Your Market Position

Introduce Your Market Position

Your goal here is to establish an emotional connection with your prospects as early as possible. Remind them why they came to you in the first place. Why were they drawn in by your promotional message? You don’t want to hit them with a full-blown product demonstration yet. You just want to remind them that they have come to the right place.

If you have a short video or slide presentation that introduces your company, now would be the time to present this. If that is too elaborate for your purposes, a quick introduction can be equally effective. It’s a good idea for your salespeople (or anyone working for your business for that matter) to have a quick “Positioning Message” or 15-second advertisement ready for instant use. It should answer the question, “How does your business satisfy your prospects’ greatest needs?”

Review your "positioning" work from Marketing, and then script your Positioning Message in the space below. This will form part of your Sales System.

Example: An insurance agent might say, “Our company provides peace of mind by ensuring that your loved ones are properly taken care of in the event that you are unable to provide for them.”