Wednesday, 26 August 2009

Points of Compelling Relevance

For year's in selling we've talked about USP's or Unique Selling Points by which we could differentiate our offerings and make ourselves stand out to prospective customers from the 'white noise' of competition.

However I would submit that in the current market that it's not USPs but PCR's that we need and by that I mean 'Points of Compelling Relevance'.

A Point of Compelling Relevance is one that makes the prospect want to give us their left/right hand for whatever it is that we are offering them. It makes them want to sign up NOW and commit whatever they have for whatever it is that we are offering.

USP's tend to appeal to the intellect or the reasoning ability of a prospect - it speaks to the surface of the sale - the logical benefits available by considering the offering.

However a PCR speaks directly to the emotions or the feelings of the client where the benefit of the message is so relevant, so emotionally compelling - that they buy now - the rationale is over-ridden in place of the emotion. That emotion can be trust, greed, envy, profit, ambition, status but it is a compelling emotional trigger. For more on emotionally 'smart' selling click here.

Of course, to create Points of Compelling Relevance requires more thought and testing and tend to be unique to a particular prospect or prospect group but the effect is immediate and unconditional. They buy. Now.

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