A clear sales message can be hard. Many spend hours on it only to end up frustrated. This isn’t any fun! There’s a better way.
Following is a simple framework to help you get clear. The first step is to focus on the problem you solve for your customers.
And here’s the good news – you already know the better way. It’s a simple three-part framework that’s been around forever. It’s everywhere. You’ve seen it in public service announcements and you’ve seen it on TV commercials.
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Simple right?
So why is it so hard to clarify your message?
It’s hard because you’re tackling it without a framework. When you do this, you risk confusing your customer.
Here’s a simple way to avoid this. Simple – not easy. I’ve taken the public service announcement acronym (PSA) and created a framework you can use right away.
Here it is:
THREE-PART SALES FRAMEWORK:
PROBLEM: What problem do you help your customer solve? Don’t talk about you or your title. Tell them what happens when they work with you.
SOLUTION: What’s the path to a solution? Your prospect needs to see that steps 1-2-3 provide new capabilities for them.
ACTION: What should your prospect do about it? Now that they know, should they book time with you, schedule a demo, sign on the dotted line. Make this really easy – and really clear.
What’s your PSA?
Next time someone asks, “Hey, what do you do?” Don’t say, for example, “I’m a consultant.” This is too vague. Instead, consider something like:
“I help organizations build leaders that others want to follow.”
Or…
“I help managers become leaders.”
Or…
“You know how missed targets can suck the life out of companies? I make sure the root causes of that are understood, corrected, and flipped in the other direction. Is any of this on your mind?”
Anyone with these business scenarios is going to want to hear your solution.
Hope this helps!