Sell The Sweet Spot

This article was written for Salem State Enterprise Center

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Sell The Sweet Spot
Do you want more Sales? Concentrate on the Sweet Spot.

When was the last time you answered this seemingly simple question - What do you provide your customers that your competitors do not?  

The answer gives you a place of strength to build your Marketing strategy. Including the Sweet Spot in your pitch should force you to focus on the clients that will be your most satisfied, repeat customers. Simply, they REALLY want what you got.

Where do we start?  The most successful companies assess these 3 circles in a Venn diagram to concentrate on the Sweet Spot.  The goal is to accurately assess your own capabilities and really understand your client's needs. 

The sweetest spot you offer is what your competitors cannot - click to Tweet that!

As you see in the above image, this is not the "center" of your world... but towards your client's needs and better than their alternatives.

Let’s take a quick look at the 3 circles:

1)    You – your product and company reputation

What do you do best? Ask your customers what they think at every opportunity. Be determined to know your true value and your “Unique Selling Proposition.” Self-assessment can be a bitter pill but it will cure what ails you. 

Insist on the truth from your trusted network of friends, employees, and partners. Experiment with quick surveys and anonymous online polls, such as: SurveyMonkeyEasyPolls, and Poll Everywhere.

2)    Client – Assess your customer’s needs and expectations

Focus on understanding prospects that are most likely to be loyal. Ask them what they need and how they expect to interact with you. For example, use your smartphone the way they do. Discover how you can provide real value and utility. Look for new and innovative ways to help your customers save time and resources.

Put yourself in their shoes as they consider their options to solve your problems... where are you on their list? (which includes not choosing any solution). The more you listen to what your customers want, the easier it will be to focus on the most relevant methods to engage them.

3)    Them – Your real competitors

With the above answers, you can now re-evaluate your competition and take a better look at them. Research other choices in your area and beyond - remember, these days there are new avenues to reaching clients. Know these. Create new ones!

Look at your competitor’s collateral and Digital presence. Check them from a smartphone. Sign up for their newsletters. Use to get free emails of their activities. Keep an open mind to discover unforeseen opportunities. For example, “competitors” can also be your next best alliance partner… But that is a good topic of another article!

Lastly, here is an attempt at having some fun with media during a 2:00 video explanation of the Sweet Spot.

David Cutler has been ranting for years about how Sales is the best way to sustain the fun. He can be reached thru