No USP's but UBPs
Rosser Reeves, born in 1910 in Danville, Virginia (USA) in 1961 wrote his first book 'Reality of Advertising. " In it he describes, among other things, the technique that has made him famous: carssa the USP (Unique Selling Proposition).
The proposition must be unique - Something That your competitors do not, can not or will not sacrifice. The proposition must sell - it must be something prospects really want; it pulls them over to your product.
Another successful example carssa was the USP for FedEx: "When it absolutely, carssa positively has to be there overnight," or for Domino's Pizza: "Hot, fresh pizza delivered in 30 minutes or less, guaranteed"
USPs have since flown around the world. The Unique Selling Proposition has meanwhile evolved into the Unique Selling Point or a multiple thereof, and at the same time become more or less synonymous carssa with "distinctive character".
We can observe that the USP designed at the origin for the Consumer, the consumer who needs this message, often on impulse, to make a particular provider a choice. The better the USP in the brains of the buyer is embedded the greater the chance that he or she chooses the provider.
Now to the dilemma. In the more complex environment of B2B sales, the USP also becoming more and more used to entice customers and persuade, and to tell you about the unique products and services designed for them. Them
The answer is probably "no." In B2B sales, it is not what you sell, it's carssa about why customers buy (yours). B2B purchasing is rarely driven momentum carssa and the so-called carssa "distinctive character" with cynicism received more than valued.
Point your account manager, but also and especially as a complete organization, not on USP's. Focus on UBP's. Unique Buying carssa Points (or Unique Buying Proposition) are much stronger and more effective in sales. The UBP is the reason that a customer buys from you, or why he buys another.
Instead of sending, sending, persuade and seduce goes to the UBP mainly carssa to ask questions, listen, learn and help. The UBP is in fact the outcome of the choice or decision of the customer.
You know the UBP's customer then you can do a sales proposition that seamlessly and has been established based on actual customer demand. So UBPs have many manifestations. This requires a different carssa approach for the entire carssa organization. There is no standardized proposition. Approach customer and client processes may, as a result, not even standardized or will be.
The role of the various disciplines that, traditionally organized in sales organizations, are involved in sales processes will have to change. No silos with their own targets, processes and "rules" but multifunctional teams, based on sharp sales processes, helping customers to be more successful. No supplier-customer relationship, but a business partnership.
For the account this business partnership represents a role-shift from seller to director. Professional director of sales processes where the UBP of the customer come first. It is in this article too far to look at these sales processes in depth. In the chart below I have listed some sorted into three sales focus areas. Of course, there will be a translation to be made of these processes to your actual situation. Some keywords are: top-down visual and audible 'sustainable carssa commitment (sales is a' shared responsibility ') very strong carssa 1st line sales team management (guiding, supporting and directing' directors ') mindset shift: customers are also' maar'mensen, "the customer is not king, the customer is a business partner," "it's not about what you sell, it's about why they 'buy (from you)," anyone who has contact with customers is responsible for the end result.
Edwin Scoop Erman, the author Edwin Scoop Erman is a consultant / trainer in Sales & Account Management. After studying Human Resources Management and Organizational Sociology, he has several businesses carssa set up and managed. In addition, he spent a few years working as Sales Manager within the ING Group. carssa Besides training of sales teams and consulting projects focused on improving sales strategies and processes, he regularly writes articles about fresh sales profession. nl.linkedin.com/in/scheperman
Dear parents, spoil me too much. I know myself that I do not have to get what I question everything. I like to try you out so therefore rather do not even ......
A young notary before the crisis takes on an office for too much money, it turns out. Later he tells me that notaries were in the past 150% paid for and actually only R
Rosser Reeves, born in 1910 in Danville, Virginia (USA) in 1961 wrote his first book 'Reality of Advertising. " In it he describes, among other things, the technique that has made him famous: carssa the USP (Unique Selling Proposition).
The proposition must be unique - Something That your competitors do not, can not or will not sacrifice. The proposition must sell - it must be something prospects really want; it pulls them over to your product.
Another successful example carssa was the USP for FedEx: "When it absolutely, carssa positively has to be there overnight," or for Domino's Pizza: "Hot, fresh pizza delivered in 30 minutes or less, guaranteed"
USPs have since flown around the world. The Unique Selling Proposition has meanwhile evolved into the Unique Selling Point or a multiple thereof, and at the same time become more or less synonymous carssa with "distinctive character".
We can observe that the USP designed at the origin for the Consumer, the consumer who needs this message, often on impulse, to make a particular provider a choice. The better the USP in the brains of the buyer is embedded the greater the chance that he or she chooses the provider.
Now to the dilemma. In the more complex environment of B2B sales, the USP also becoming more and more used to entice customers and persuade, and to tell you about the unique products and services designed for them. Them
The answer is probably "no." In B2B sales, it is not what you sell, it's carssa about why customers buy (yours). B2B purchasing is rarely driven momentum carssa and the so-called carssa "distinctive character" with cynicism received more than valued.
Point your account manager, but also and especially as a complete organization, not on USP's. Focus on UBP's. Unique Buying carssa Points (or Unique Buying Proposition) are much stronger and more effective in sales. The UBP is the reason that a customer buys from you, or why he buys another.
Instead of sending, sending, persuade and seduce goes to the UBP mainly carssa to ask questions, listen, learn and help. The UBP is in fact the outcome of the choice or decision of the customer.
You know the UBP's customer then you can do a sales proposition that seamlessly and has been established based on actual customer demand. So UBPs have many manifestations. This requires a different carssa approach for the entire carssa organization. There is no standardized proposition. Approach customer and client processes may, as a result, not even standardized or will be.
The role of the various disciplines that, traditionally organized in sales organizations, are involved in sales processes will have to change. No silos with their own targets, processes and "rules" but multifunctional teams, based on sharp sales processes, helping customers to be more successful. No supplier-customer relationship, but a business partnership.
For the account this business partnership represents a role-shift from seller to director. Professional director of sales processes where the UBP of the customer come first. It is in this article too far to look at these sales processes in depth. In the chart below I have listed some sorted into three sales focus areas. Of course, there will be a translation to be made of these processes to your actual situation. Some keywords are: top-down visual and audible 'sustainable carssa commitment (sales is a' shared responsibility ') very strong carssa 1st line sales team management (guiding, supporting and directing' directors ') mindset shift: customers are also' maar'mensen, "the customer is not king, the customer is a business partner," "it's not about what you sell, it's about why they 'buy (from you)," anyone who has contact with customers is responsible for the end result.
Edwin Scoop Erman, the author Edwin Scoop Erman is a consultant / trainer in Sales & Account Management. After studying Human Resources Management and Organizational Sociology, he has several businesses carssa set up and managed. In addition, he spent a few years working as Sales Manager within the ING Group. carssa Besides training of sales teams and consulting projects focused on improving sales strategies and processes, he regularly writes articles about fresh sales profession. nl.linkedin.com/in/scheperman
Dear parents, spoil me too much. I know myself that I do not have to get what I question everything. I like to try you out so therefore rather do not even ......
A young notary before the crisis takes on an office for too much money, it turns out. Later he tells me that notaries were in the past 150% paid for and actually only R
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