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January 3 - January 7, 2024
Prospects are interested in one thing: What’s in it for them. We lead with the pains we remove, the problems we solve, and the results we achieve for customers because those things are important to them. They’re relevant. These issues draw people
leading with their offerings.
It screams “commodity” to the buyer. It also communicates that the most important part of the conversation is about what we sell.
power statement serves as a one-page, two- to three-minute encapsulation of our sales story.
Headline The headline is a one- to two-sentence introduction. It helps
provide context and allows your audience to place you in a category to better digest your story.
Transitional Phrase This brief phrase sets the stage to grab your contact’s attention. It opens the door to share the client issues your business addresses. It starts with either
type of business you are pursuing or the position of the contact you are addressing. For example: GHI companies turn to (Your Company Name Here) when…. Or:
Senior marketing executives look to us (or Your Company Name Here) when they…. This type of lead-in is a shrewd technique that allows us to speak in the third person about what we accomplish for our customers.
why our customers look to us for help. In a sense, the transitional
Striving to achieve Result 1. Frustrated from dealing with Pain 2 and ready to take action.
Under significant pressure to eliminate Problem 3. Committed to accomplishing Result 4. They’ve had it with Pain 5. Facing threats (or regulatory pressure) from Issue 6. They are finally tired of living with Problem 7 and want help tackling it.
This very brief section of the power statement is where we rattle off what it is we actually sell.
power statement concludes with a strong list of reasons that we are the best choice to address the client issues we previously described.
Company Name) continues to grow (or dominate our space) because we are very
different from what you will find in the marketplace… Differentiator 1 Differentiator 2 Differentiator 3 Differentiator 4 Differentiator 5
Allsafe is the premier security services provider in Canada. We work with building owners, property managers, and individual corporations to deliver true integrated security.
TRANSITIONAL PHRASE AND CLIENT ISSUES ADDRESSED Building owners look to Allsafe when: Seeking a competitive advantage by offering the finest security available to tenants and guests.
Frustrated that their current system is not doing what was promised when it was “sold” to them. Facing excessive liability exposure and growing life/safety fears. Continually embarrassed by the image projected by their security personnel.
They’ve had it with guards who are poorly trained, unreliable, and constantly turning over. They’re searching for a truly integrated solution combining manpower, system monitoring, and CCTV. There is no peace of mind regarding a potential emergency; the current provider lacks the appropriate
articulate exactly what it is their company
Every single syllable is focused on issues that matter deeply to the prospective customer. Never forget that the power in the power statement comes from listing the pains we remove, the problems we solve, and the results
we help clients achieve.
Allsafe continues to dominate the security market because we are very different from the other available alternatives:
We are a true one-stop shop that provides real integrated solutions. We offer in-house financing and leasing options help clients manage capital expenditures and cash flow. We are “vendor agnostic,” allowing us to provide the best-fit products for your particular application.
No one handles crisis situations better or responds faster. It is our specialty. We have, without question, the most professional, polished, responsible, and courteous officers in the business; clients tell us that our officers are like their own key employees.
Our clients don’t leave us. And the very few that did came back.
Why did your best customers initially come to you? What business problems were they facing? What results were they looking to achieve?
What pains are your potential customers likely to experience by choosing or staying with the wrong provider (your competition)? What problems do you see prospects experiencing from
trying to do for themselves what you should be handling for them (self-performing versus outsourcing)? Which opportunities might they miss or which results will fall short because they are not your customer? Said another way, what is the opportunity cost of not working with you?
Make an effort to incorporate compelling, emotional, or provocative words or phrases to describe your client’s experience. For instance, customers are exhausted from, frustrated with, challenged by, have had it with, are fearful of, pressured to, or are desperately trying
achieve some result.
If you want to send a brief series of e-mails as part of a drip campaign, the power statement is where you start. You can personalize a brief introduction and then pivot to a transitional phrase before dropping in just a couple of key issues
One slight alteration to the transitional phrase that works well in a brief e-mail goes something like this: We serve logistics managers (or another appropriate contact position) who are telling us they’re facing Issue No. 1, which requires immediate attention, or they are working to solve Issue No. 2, which if not
might choose to include an offering or two and possibly one differentiator, but I would stop there
the example, here are some easily created open-ended, issue-seeking questions: What
We often hear about security guards embarrassing building management. What are some of the behaviors of your current guards that you would like to see changed or improved?
Under your current setup, what happens when a true emergency strikes? Who will
One of the main reasons outside sales reps underperform at developing new business is because they’re not in front of enough prospects. The math isn’t working for them because there’s not enough activity.
Remember the framework: Select targets. Create and deploy weapons. Plan and execute the attack. Selecting targets is first for a reason: If we’re proactively calling target accounts, the decision has already been made that we want to see them face-to-face.
Unless you believe you have no choice because the prospect insists on vetting you further on the phone, keep your eye squarely on the prize and ask for the meeting.
Be ready to ask three times. You read that right. Three times. You’ve got to be willing to push past resistance. Even
The three words are visit, fit, and value.
like to ask the prospect to visit with me. “Appointment” sounds so
“I’d like to visit with you…” or “Would you have thirty minutes to visit with me next Tuesday or Wednesday?”
“Fit” is one of my overall favorite sales words. It demonstrates confidence and also disarms the prospect. It’s nonthreatening and shows you’re not desperate. “Let’s get together to see if we might be a fit to help you…” or “I’d like to learn more about your situation, share how we’re helping XYZ organizations like yours, and determine together
there’s enough of a fit to talk about a next
Value. Value is what everyone is talking about and seems to be the yardstick by which we are all measured today.
“We’ll review your current situation and see if we can bring some value to what you’re doing…” The other way
“Tell me about the people we are meeting. Why do
