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Helpful idea 99 by Drayton Bird: Diferentiaza-te! Intotdeauna!

Iata ceva care iti va atrage atentia.

images1Iti voi explica imediat ce face cartita acolo …
…dar, mai intai, sa vorbim despre intrebarea – de cele mai multe ori nerostita – care se naste in mintea fiecarui client si pe care, din pacate, putini specialisti in marketing o iau in considerare cand formuleaza un mesaj.

De ce sa te aleg pe tine?

Am ales sa vorbesc despre acest subiect dupa ce am citit un mesaj de la unul din cititorii mei: Sue. Sue lucreaza intr-o banca si este interesata de modalitatile de a vinde asigurari companiilor.

I-am trimis o copie a unui “organiser” pe care il intocmisem pentru un broker de asigurari anul trecut.

(Un “organiser” este un soi de fituica pe care oamenii din vanzari o poarta cu ei: se poate folosi si intr-un mailing, insa trebuie sa-l planuiti cu grija).

Sue a fost de parere ca “este un exemplu demn de urmat pentru ca in domeniul asigurarilor este greu sa te diferentiezi (desi cred ca acest lucru este valabil pentru multe business-uri).”

M-am bucurat sa citesc feedback-ul ei. Mai ales ca putina lauda ne prinde bine tuturor.

Asa ca m-am gandit sa dezvolt putin subiectul din acest mesaj.

Asigura-te intotdeauna ca esti diferit!

Ai grija sa faci acest lucru in fiecare mesaj pe care il trimiti.

Daca nu vei proceda asa, clientii tai vor pricepe mult mai greu mesajul.

N-ar trebui sa-si bazeze alegerile pe ghicit sau ca la darts, aruncand sagetile spre panoul alb, legati la ochi.

Exista un om, Rosser Reeves, care a construit o agentie de publicitate uriasa identificand si promovand un tip de diferentiere pe care a numit-o USP – the unique selling proposition (propunere unica de vanzare).

(De fapt, eram pe punctul de a pleca in Statele Unite sa lucrez pentru el ca director de creatie, dar asta e o alta poveste).

Ideea lui Rosser – simpla, cum sunt toate ideile bune – s-a bazat pe identificarea ACELUI beneficiu pe care nimeni altcineva nu-l putea oferi.

Evident, e usor sa vorbesti, dar foarte greu sa pui in practica. Aduceti-va aminte de ce a spus Sue!

Insa exista modalitati diferite de a face acelasi lucru. De exemplu, nu trebuie sa ai ceva unicat, insa poate faci un lucru pe care si altii il fac, dar nu vorbesc despre el.

Daca esti singura persoana care vorbeste despre lucrul acela atunci il detii. Un exemplu relevant este Carphone Warehouse. “Suntem singura companie care ofera consultanta cumparatorilor prin telefon”. Ei bine, nu! Nu sunt singurii care fac acest lucru, insa sunt singurii care spun ca il fac.

Mai mult, daca si altii incep sa vorbeasca despre acel beneficiu pe care il promovezi, pot chiar sa ajunga sa vanda pentru tine. Asta pentru ca acel beneficiu este fixat in mintea cumparatorilor care il asociaza numai cu numele tau.

Daca ti-a sunat bine ideea cu “un beneficiu unic, special”, ce parere ai de mai multe beneficii? Cu cat mai multe motive le dai cumparatorilor, cu atat mai bine. Cateodata ajungi sa creezi un pachet USP (propunere unica de vanzare) doar punand cap la cap cateva idei.

Iata o lista care include 21 de lucruri menite sa te puna pe ganduri:

Si acum… de ce cartita? Pentru ca trebuie sa faci sapaturi ca sa gasesti lucrurile care te fac diferit.

Este mai dificil pentru tine, cel implicat in business, decat pentru cineva din afara pentru ca esti prea aproape de tot. Fie nu iti dai seama de lucruri, fie le ignori.

Presupun ca acesta este motivul pentru care ceri consultanta de la oameni ca noi. Dar acesta este un alt subiect.

Cele bune,


P.S. 1: Daca ai un prieten sau coleg de birou care ar putea fi interesat sa afle noutati direct de la mine, invita-l, te rog, pe www.draytonbird.com

P.S. 2: Daca doriti sa analizati in detaliu scrierile lui Drayton Bird o puteti face aici.