Pella Chronicle

Opinion

December 7, 2009

How to make the offer your local client can’t refuse

When you start showing clients how to attract new business without discounting, you'll go from zero to hero in 4.5 seconds. Here's how.

If every time you saw or heard from me I solved a problem for you, would you be glad to see me? Would you take my call? Sure you would. You could have that same effect on local direct clients. You could be that one person they love to see because you are the only media sales person they know that regularly identifies and solves problems for them. Here's how to make the offer your local direct client can't refuse.

First do some research. Try to determine what keeps that client up at night. Perhaps it's a national discount competitor that is driving your local client out of business. You can see from your local client's advertising that he thinks that the only way to fight back is by discounting his product or service. But clever you...you have come up with a way your client can compete without sacrificing his gross margin of profit. How? By doing his thinking for him. He's certainly no expert when it comes to advertising. That's evident from his cliche advertising usually relying on discounts. He needs someone to help bail him out of the hole he's digging for himself. He'll never win the price war with Wal-Mart. But with your help he will find a better, less expensive way to do business and he will never, ever forget you for it.

What is that one solid thing your client can do that his discount competitors can't do, or can't do as well? Think about that. I mean, really think. This one thing would become your client's identifiable difference. Put yourself in the shoes of your client's potential customers. Could your client identify and solve a problem that some of your listeners or viewers are having? Identify the consumer's pain, frustration or problem. Could your client's identifiable difference ease that pain, frustration or problem? Could this identifiable difference create enough value to the consumer to overcome price objections?

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