MAKE
SALES
By Steve Jensen
IN A START-UP
BUSINESS
M
ost people
think the key to
succeeding in
business is having a great
product or service. But
guess what? People don’t
actually buy a product or a
service; instead, what they
actually buy is the feeling
that they believe your
product or service will give
them. I’m sales expert Steve
Jensen, and in this article I’ll
explain how to make sales
in a start-up business.
Think about that for a moment. We buy
the feeling that a product or service
gives us, or that we think it will give us. Of
course, most of us don’t even realise this
is what they’re doing, but we are!
So how can this insight help you, as a
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start-up business, to make sales and
succeed over the long term? Well, if your
start-up business can zoom in on what
feelings your product or service will give
people, then half the battle is won.
The formula for making more sales than
you ever imagined, is this:
Step 2:
Link your solutions to an
emotion
Step 1:
Identify the problem that
your business will fix
Everyone has problems, also called
“pain points” or “agitators”. Your business
should fix the big problems because
that’s how you make the big bucks. The
way your start-up can fix your clients’
agitator is to ensure your product or
service delivers any or all of the following
solutions:
1. It helps make more money.
2. It reduces costs.
3. It saves time.
4. It reduces frustration and worry.
So ask yourself “what do you fix?” Do
you even know what you fix? When I ask
people this question they usually come
back with an answer that describes what
they do; it’s rarely about what they’re
fixing – but it should be, because if you’re
fixing those big problems, then the big
bucks will follow.
It is absolutely critical that your business
fix is linked to an emotion. You want to
ensure that you are always positioning
your start-up in terms of what it fixes, not
what it does, how it does it, or what it
achieves.
So when you think about the pain points
that your business repairs, you need to
express the relief and emotions it brings
to your clients – for example, it reduces
their stress, or increases their sense of
peace and freedom.
When you explain exactly what it is that
you fix, you need always to attach an
emotion. Because, after all, remember
– it is that emotion your customers are
actually buying into
WHAT’S NEW IN FITNESS - WINTER 2018
When you
use this strategy,
your clients will
be motivated by
the emotional
connection to your
business, not by
the product or
service itself.
marketplace. In other words, you are the
expert and specialist in that area, and
you are the only one who does what you
do.
“USP” means “unique selling point” and
every start-up should have a minimum
of 5, but ideally 20 USPs. Your USPs are
identified by being able to say “I am
the ONLY one who XYZ”, where XYZ may
be the largest, the smallest, the first,
the fastest, whatever… Be aware, the
“newest” is never a good USP to choose
because there will always be newer
things coming into the marketplace.
The formula for USP-ing is as follows:
1. Identify the pain point
2. Bring it up in conversation
Step 3:
Identify your USP’s 3. Tell them, “We have product or
service that will fix….[insert the pain
point], thanks to… [insert your USP]”
This is critical because when someone
tells you what their problem is and
you find out what you need to fix, the
next step is to give them a solution.
But the secret here is to ensure you
are perceived as the authority in the 4. And at the end you confirm your USP
again, by saying, “By the way, we
are the only business who offers this
product or service.”
5.
WHAT’S NEW IN FITN ESS - WINTER 2018
benefit to you is [insert the benefit]
so that you can [insert the emotion
they’ll experience, such as peace
of mind, freedom from worry, more
money, etc]”
I then usually finish off the conversation
with a closing statement such as “How
good is that?” or “are you feeling more
relaxed now?” so they get confirmation
that something really positive is about to
happen.
When you use this strategy, your clients
will be motivated by the emotional
connection to your business, not by the
product or service itself. Remember,
they’re not buying your product or
service, they are buying the feeling that
it will give them.
To find out more about this formula for
start-up success, book your preferred
time to chat with Steve:
Book a time to chat to Steve
Join Steve’s (Dr J’s) FB Group, where he
does live weekly coaching. The groups
name is The Impact Sales Success Club.
This part is critical. You must then
make sure you say this: “… and the
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