Close Deals Faster – MESSAGES
Here is the part 6 of my 10 part blog series highlighting concepts from Close Deals Faster: The 15 Shortcuts of the Asher Sales Method available on Amazon. In this post, I will cover how to create powerful marketing messages in order to close deals faster.
In crafting marketing messages aimed at B2B buyers, sellers should try to answer the three main concerns buyers have:
- How do I reduce the risk of failure? Buyers want to deal with suppliers they know can do the job the way it should be done, on time and within budget. In the worst case, if a buyer brings on a new supplier and the supplier fails to deliver, the buyer could get fired.
- Can the seller provide a return on investment? How will the seller’s solution increase revenue, increase cash flow, increase gross margin, decrease costs, or improve other relevant metrics?
- Which seller is the best choice, all things considered? Buyers need to convince themselves and their boss why they chose the supplier over all other vendors.
- Killer Arguments: These are statements which show “we can REALLY do it.” Things like “We have solved this before for XYZ Corp.”
- Return on Investment Analysis: This shows “here is why you SHOULD do this.” So “By investing in our service, I calculate you will save 30 percent on your overhead” would be an example of this.
- Key Discriminators: These cover “Here is why you should choose us.” Otherwise known as USPs, they are differentiators which make you unique. “We are the only firm with 24 hour delivery.”
- Ghosting Discriminators: These address “Here is why you should choose us over the competition.” The effort here is to distinguish yourself from your competitors without blatantly badmouthing them. Instead, it’s as if a “ghost” badmouths them by presenting your strengths to highlight their weaknesses. “We produce fast-food without any chemical junk” will create an image in the mind of the buyer that your competitors fill their food with who-knows-what.