Last night, I observed a new client’s sales training presentation. During it they repeated that they were an, “Elite concierge title company,” they emphasized their quick turn-around times, and commitment to being at the closing table even at the eleventh-hour. They clearly knew what was most important to realtors, builders, investors, and loan officers.
As you design your marketing action plan, you need a clear understanding of what you are selling. List the features and benefits of your product or service. For example, if you’re selling a car you might mention the front and side air bags, anti-lock braking system, and On-star security system as features, with one of the benefits being a parent having peace-of-mind while their teenager is driving.
Remember, if you and your staff aren’t clear of what you’re providing to customers, then your customers will have a difficult time understanding the value of your offering.