Would You Buy from You? Your Brand Make the Difference
PPAI EXPOJanuary 11, 2016
Las Vegas, NV
Ryan T. SauersPresident/Owner
Sauers Consulting StrategiesRyanSauers.com
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(CUB) Constantly Connected World
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Constantly Connected World
We ALL hear it…
•I am drowning
•I am slammed
•I am buried
•I am running ragged
•Things are crazy
• I am swamped
• I am covered up
• I am in the weeds
• I am snowed under
• Solution= provide headache relief…
• Value… differentiation.
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Constantly Connected
TIME= 168 hours/week
Didn’t have vs. Didn’t make time
Total
Inundation
Multimedia
Everyday
Busy, noisy, short attention span world
Message must stand out (VALUE)
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Communications Exercise
In a big room with a lot of people it is hard for me to remember what one person told me. Much less remember it after the message has been shared several times.
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(CUB) Under the Iceberg Mindset:WHY VS. WHAT/HOW Thinking
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Our WHY
•WHY= Person’s “truth” why one thinks the way they do
•WHY= set of presumptions that one holds to be true
• “May be true/somewhat true/totally false that we that we hold consciously or unconsciously—consistently or inconsistently about the makeup of the world” (Sire, 2004).
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Our WHY
•Why= fundamental (deep) perspective from which one addresses every situation in life.
•Peel back enough we find one’s why
•Goal in sales= WHY
• 5 Why’s Communications Model
•Why VS. WHAT/HOW thinking in sales
•EX: Sunday 10:45am EX:• STAND UP ?? EXERCISE= shows our WHY
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Blind Spot= Sales WHY Tool
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SMART Sales Strategy
To grow blind spot: get 360 feedback (all around)
Then, set SMART goals
Specific
Measurable
Attainable
Relevant
Timebound
EX: We want to grow our sales? Yes or No.:
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WHY? Perception IS Reality
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Sales Competence Levels
•Stage 1) Unconsciously incompetent
•Stage 2) Consciously incompetent
•Stage 3) Consciously competent
•Stage 4) Unconsciously competent
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Our WHY: Perception IS Reality
Are things the same as they appear?
FEAR and our WHY
False, Evidence, Appearing, Real
FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED
WITH THE EXPERIENCE OF YEARS
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(CUB) Brand Makes the Difference
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Brand Makes the Difference
• Everyone has a brand
• Not if you have one…but what you do with
• Your brand is NOT what you say but what others say
• Brand is built on TRUST
• Perception IS Reality w/brand (pen twirl)
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Lacking Brand Distinctiveness
Because SO… many sound SO… similar:
• Competitive Pricing
• Experienced team
• Privately run business
• Super customer service
• One stop shopping
• High quality products
• Turn-key Solutions
• Rich history
• Industry leader
Blah, blah, blah!!!
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Brands that Sound Same= Charlie
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Brand Acronym
Baseline ReputationAttributesName Distinctiveness
• Exercise: Brand in 5 words/One word
• Exercise: Brand in 5 words/ One word© RyanSauers.com
Your Brand: So What?
• What makes your message more important than others?
• EX: what does your number of years in business mean?
• So what you or company began in 1985?
• What value does this mean to customer?
• WIFT?
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Your Brand: Why You?
Why are you the best to:
Solve this problem/fulfill this need/handle this
What are you offering that is unique?
What is your…
(DSF) Differentiating Sales Factor
What can you provide/do better than others?
KISS
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Your Brand: Who Cares?
• Is message meaningful to prospects/clients?
• Do you have satisfied clients or RAVING FANS FANS?
• Are you seen as a “value” or “cost”?
• Solutions PARTNER OR Transactional VENDOR?
• PRICE= the cost of something
• VALUE= Price + Services/Offerings + You
Nobody else can be YOU. EX: (signature)
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BRAND: What does logo represent?
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BRAND: What does logo represent?
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BRAND: What does logo represent?
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6 I’s of Branding
• Incredible
• Intentional
• Informative
• Integrity
• Inspirational
• Innovative
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Your Brand Makes the Difference
•To improve in Sales: develop a PACT
•P= Passion
•A=Authenticity
•C= Creativity
•T=Trust
• STRETCH EXERCISE Where are you?
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Sales Strategy
• Want it bad enough you’ll find a way… and if you don’t…
• Begin with (end) in Mind…(Start/Stop) Doing List
• 3 types of people: Make things happen/Watch things happen/Wonder what happened
• Question has changed to: Why Would YOU Not Buy from You?
• Where do you want to go? (Alice in Wonderland)
• Q and A
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Let’s Connect:
Ryan T. Sauers: President/OwnerSauers Consulting Strategies
Twitter: @RyanSauersLinkedin.com/in/RyanSauers
Facebook.com/SauersConsulting
YouTube.com/RyanTSauersRyanSauers.com
404-374-0543
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