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Sell Feelings Not Facts  by: Alan Fairweather I've been hearing for years that a successful business needs to have a USP (unique sales point). The problem is that most businesses find difficulty in identifying what their USP is. And even if they have a USP, eventually they find their competitors doing the same thing. So instead of losing sleep wondering what your USP could be, far better to think about what your ESP (emotional sales point), could be. Your ESP is about how your customers feel when they deal with you. How they feel when they use your product or service. A USP could be - "We have a 24 hour delivery service" The ESP would be - "You'll be enjoying our product the day after ordering it" A USP - "Our prices are very competitive" The ESP - "You'll feel you've received value for money if you buy this" As all good sales people know, we don't sell a feature (USP) we sell a benefit (ESP). Customers don't buy Nike clothing because there made from quality materials, they buy Nike because they want to feel like Tiger Woods on the Golf course or Andre Aggasi on the tennis court. They don't buy Microsoft products because of all the research they've done, they buy them because they feel good about them. Start to think what your ESP is. What does your product or service do that makes your customers feel secure, comfortable, acceptable to others, admired, stylish, wealthy, important, happy, relaxed or sexy. For those of you selling engineering or technical products and think this isn't for you - think again. Some years ago I worked as a Sales Engineer for Loctite industrial adhesives. On several occasions I proved to engineers through numerous tests, how my product could save time and money over the assembly methods they were using. Many engineers agreed with all the test results however they often rejected the product on the basis that it didn't FEEL right for them. I realised then that I needed an ESP to overcome this resistance. So there you have it - always remember that a customer will make an emotional decision before a logical one, whatever they're buying - so what's your ESP? About The Author Alan Fairweather -"The Motivation Doctor" - is the author of "How to get More Sales Without Selling" To receive your free newsletter and free e-books, visit: http://www.howtogetmoresales.com This article was posted on November 27, 2005 Read More Articles from the "Marketing" Category: All About Internet Advertising Methods by David Riewe Website Promotion Secret: How To Explode Your Website Sales by I-key Benney, CEO 17 Important Points To Consider Before You Hire A Law Marketing Consultant by Trey Ryder What Is Viral Marketing Strategy? by Anne-Marie Ronsen At Your Service: The Ten Commandments of Great Customer Service! by Susan Freidmann SEO Copywriting Makeover: Good Rankings but No Sales Part 2 of 2 by Karon Thackston Six Steps to Creating Online Presentations for Telephone Selling by Roger C. Parker High-Tech Real Estate Marketing by Dale Ryan Serbousek Service Marketers; How’s Your Packaging? by Jay Lipe Internet Marketing- The Two Faces of FREE by Paul White << Back to "Marketing" Index

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