| Waste #5: Failure to Communicate and Integrate the | | | | sell -- the USP! They need to always be trained in how |
| USP: On-Going Sales Training. | | | | to qualify, present and close more effectively. The |
| Most of the time, a company can uncover and define | | | | more training done in these areas, the higher the |
| a USP but then they fail to integrate the USP | | | | closing rate will be. The margin between the |
| successfully. | | | | company's current closing rate and 100% is an area of |
| Almost all USP's fall short because the salespeople | | | | marketing waste. |
| aren't on board. They are not incorporating the USP | | | | This is why sales trainers are paid a lot of money! |
| into their sales presentations. A good USP integrated | | | | They increase the closing rate for a company which |
| into a sales presentation can increase conversion | | | | translates into higher sales and profits! Less waste. |
| rates significantly. | | | | When marketing is able to get sales integrating the |
| But, usually, salespeople go back to what they are | | | | USP, then implementation of the 7 Steps To A Lot |
| comfortable doing. | | | | More Sales System is more successful. |
| A business owner must require the marketing | | | | Salespeople are on the front line. They know what |
| department to see that the USP becomes integrated | | | | customers are saying and what they like or dislike. This |
| into all marketing and sales processes. This is from | | | | can mean adjustments to the USP can occur regularly |
| placing ads, business cards, brochures, displays, | | | | and quickly. |
| scripting for those answering the phone, etc. It needs | | | | A company might have more than one USP |
| to be incorporated into the sales presentations and | | | | depending on different revenue sources. |
| any on-going marketing communication with customers. | | | | USP's change. They should be reworked and |
| The USP should be on the home page and | | | | reviewed at least on an annual basis. The key factor in |
| incorporated into every other page of the company's | | | | change is what the competition is doing. |
| website. | | | | Vist 21st Century Marketing Systems, Inc. for a free |
| This goal of complete company integration starts with | | | | copy of the "10 Biggest Marketing Wastes" report and |
| the salespeople. That is why sales-training needs to be | | | | to learn more about Discovering "Hidden" Sales |
| an on-going concern with any company. New | | | | Opportunities in Your Business! |
| salespeople need to be trained what it is they really | | | | |