A simple way to convert your clients into
brand ambassadors
What is your value proposition? How does the product or service you offer differ from others in the marketplace
and what is your value?
When dealing with the public, or an individual customer, top corporations and top sales people will tell you time
and time again, the service or product they provide in the marketplace is “different”.
Not only are those top producers able to provide the details of why they are different or better, they can also
easily summarize why they have a product or service that provides the most value in any particular market.
These top sales people and companies have established a Value Proposition for how and why they believe they
and their product could be the only answer to a problem a client has presented to them. These top sales leaders
are not only able to determine this Value Proposition, but their customers are also able to clearly define why
they do business with them or why they see more value in their specific product.
Why can some customers understand and relate to others, while others are unable to do so? Fortunately, the
market that automotive sales professionals find themselves in is one that allows customers to choose their
product and it also allows them to choose their sales person. Unfortunately we are reminded that most times
they choose the sales person long before they make a decision on the value of a product or service. This occurs
when you see a customer drive off the lot across the street and onto ours, or worse, vice versa.
These customers are unaware of exactly what the Value Proposition is. They do not understand why you are
“different” nor do they know why they should become your customer. These potential customers do not
understand the sales person’s value or how that sales person’s product will fit into their lives or solve their
problems.
Take the time to sit down and put your thoughts on paper. Create a short narrative as to how you as a sales
professional can provide value in not only the product you sell, but also to every potential customer you meet.
Create your Value Proposition.
The ideal Value Proposition is concise and appealing to your potential customer’s strongest decision making
senses. In a marketplace as competitive and customer driven as the automotive sector, this is the reason why a
potential client should see you as valuable and different from other sales professionals they might do business
with.
The greatest leaders and sales professionals around the world share what they believe with the people around
them, and they surround themselves with those who believe in what they believe. Over time, this can create
brand ambassadors from your client base. This is the ultimate goal for any sales professional or organization.
Customers, who sell and refer you and your beliefs to those around them, know not only why they buy from
you, but also what makes you different. These customers believe that only you have the innate ability to solve
their problems. They understand your value. How do you as a sales leader and professional create these brand
ambassadors? A solid Value Proposition is a great place to start.
Until next time.
SAL Training Department
Please visit us on our website www.iasal.ca