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Becoming the Dominant Player – Part II

by Kevin D. Crone

December 1, 2014

Below is the template that you can use to create a new story.  First look at the answers to examine your present and updated offering.  They’re the thought-through crux of your story.

Now you have to frame it into a story.

A) Create a strong attention-getting headline. “Wow I didn’t know that!”

If you want attention, start with a headline that gets customers to think, “Wow, I didn’t know that.”  It’s focused on their interests – not yours.  It requires something of value, something that connects the dots for them.  “Did you realize that if you’re importing your raw materials, it’s costing you up to 31% of the purchase amount?” Never talk about your product or wants… they’re not interested!

B) Describe the trends or problems in the industry. Use graphics/charts to make customers feel the pain, cost or lack.  

Create some information that is of value, causes your customer to think, and dramatize it with complete and compelling data in your attention-getter (this is something way more than information about your product, service, or you.)

Load the data and insights up with bad news. That’s how they sell newspapers. Why?  Bad news motivates people to take action.   Here are the five things dealers do in the _______________industry that stops them from reducing costs or prevents new sales. —————- List them. Give details.  Use graphics and charts – one for each issue. Show the pain.   The bad news sets up an opposite buying criteria in which your clients hear how your service or offering solves their issues and makes you the most logical choice, but leave that until the end.  Some customers are just going for the best price and take service and quality for granted.  All they hear is “Blah, blah, blah,” when you talk about your offering. What data is compelling and riveting that proves that you’re creating value for them; you’re informing them of the issues and showing them how to succeed even more?  This is of value. That is what they want – valuable help with their business or their purchases. Your competitors hopefully haven’t thought anything out and just sell products, service and themselves.

C) Describe what to look for (that match your new offering) describe your offering and what you are about.

Then describe the five or six things a customer should do to fix the issues. Make sure that those things match your offering.  For example, what to look for in X-type provider.  At this point, you list all the data about your new, compelling offering, and without really saying, it describes you.   For example, what to look for in a raw chemical material provider:  What to look for in a supplier of innovative landscape stone and bricks:  What to look for in a travel-tour provider: What to look for in a business training and coaching provider, etc. Each one of the five or six things sets you up as the logical choice. Do not pitch your product until the very end. At the end make sure to tell the customer that your offering matches up to what is required.

D) Offer to be of value. (Invite to meetings, have a coffee to discuss it further)

This presentation document can be used as a report, a blog, an attention-getter to get appointments, train associates, help in one-to-one sales calls with various buyers (using the appropriate insight and attention getter), market to targets, put on your website, use parts in social media, do seminars at trade shows or other industry meetings, train your customer’s associates, and most importantly, let your marketplace know you know their needs, wants, motives and you are willing to help out in educating, coaching and providing services to them on the real issues.  You become a value-creator, not just a product-pedlar, order-taker or commercial-visitor.

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Part I and II Summary:

1.    Re-think your offering by examining trends.
2.    Determine customer’s issues and uncover data.
3.    Update your offering to include helping your customers increase revenue or reduce costs
4.    Compose a story to the market:

  • A) Create a strong attention-getting headline. “Wow I didn’t know that!”
  • B) Describe the trends or problems in the industry. Use graphics/charts to make customers feel the pain, cost or lack.
  • C) Describe what to look for (that match your new offering) describe your offering and what you are about.
  • D) Offer to be of value.  (Invite to meetings, have a coffee to discuss further etc.)

Have an enthusiastic week!

Kevin D. Crone
Chairman, Dale Carnegie Business Group
kdcrone@dalecarnegie.ca or 905-826-7300 / 1-800-361-2032

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A Special Announcement from Kevin D. Crone, Canada’s Monday Morning Mentor…

A few years ago, I helped a customer in Hamilton with this process and the Globe and Mail wrote an article about how they doubled their business two years later. I don’t know if you can double your business, but I do know that markets/customers change their motives, offerings get stale, stories get old and every customer can take your business for granted. If you want to be a dominant player, ignite your business with a new story…. and if you want to work on three more important elements to have in place, join me this afternoon, December 1st, 2:30 – 5:00pm, at my office.

Be part of a decision-maker dialogue where I’ll interview three executives who have followed this template and will share their experience.  This is a great opportunity to go from concept, theory and generalization to what you should do for your business.  Reserve now.

Hear from these three successful business leaders share what they did to ignite their business, their teams and themselves…

  • Jeff Element, President, The Travel Corporation Canada
  • Tim Kwan, Chairman, Mon Sheong Foundation
  • Steve Cardy, Director, Connolly

Jeff ElementTimKwan_219x329Steve Cardy


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