Finding that giant selling idea to win more clients and keep the ones you've got

By Sandy Barris

Calls On Fire LLC

Extensive research is the cornerstone of great marketing and sales results. In other words, if you fail to do your homework, you will fail to have successful sales. Your marketing research should have provoked you to “dig deep” by first conducting in-depth analysis of your product or service, the market and your target audience.

Now that you have all of this great information, you can use it to find an enormous selling idea for winning results. Here’s your big selling idea challenge: Pick the one thing you can do much better than anyone else most of the time. Whatever you pick, it must solve your clients’ or customers’ big problem. Write down 10 selling ideas. Look for things like:
  • What is dominating the market right now, and why?
  • How can you radically go in the opposite direction of the market?
  • Where is the gaping hole that needs filling?
  • What is the one most surprising thing that makes my product/service different?
  • What is assumed true, but is not?
  • Ask your prospects (not your family or friends) this question: “Which, if any, of these ideas is the most surprising to you?”
  • Does your product/service leave your clients begging for more?
One of the most important basic tips is to take your most unexpected idea and condense it to one or two sentences. Now ask yourself:
  • Is the overall idea easy to remember after being heard a few times?
  • Can my prospect relate to it?
  • Is the idea emotional?
  • Can the idea be told in a story?
How do you determine if you have a giant selling idea that will work? Try it; test it out. The market will tell you if your idea will be a success or failure.


Positioning is the the creation of a compelling reason to purchase. What is the positioning of your products, services and ideas? Is a Cadillac the same as a Kia? You know they both have four wheels and a motor. You also know they will get you were you need to go. Positioning is what makes each car unique. You buy the Cadillac for image and luxury, and you buy the Kia for value and gas mileage.

Think about your business. While exceptional service will distinguish you from average companies, it won’t separate you from the top 10 percent or 20 percent of firms in your market. To make your business stand out from the competition, consider these 15 potential areas of differentiation for you positioning:
  • Speed — response time/time to deliver
  • Price — including perceived value
  • Specialty — niche services
  • Reliability — consistent service
  • Unique service or processes
  • Payment terms
  • Guarantees
  • Location — convenience
  • Sales methods
  • Technology
  • Innovation
  • Problem solving capability
  • Persistence
  • Size
  • Range of services
See also:

The closing power of positioning, Pt. 1 | Pt. 2

Lessons from a master moneymaker: small talk, big sales

5 pitfalls of insurance sales