Would You Buy from You?
Your Brand Make the Difference
PPAI EXPO
January 11, 2016
Las Vegas, NV
Ryan T. Sauers
President/Owner
Sauers Consulting Strategies
RyanSauers.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
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• One stop shopping
• High quality products
• Turn-key Solutions
• Rich history
• Industry leader
Blah, blah, blah!!!
Brands that Sound Same= Charlie
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Brand Acronym
Baseline
Reputation
Attributes
Name
Distinctiveness
• Exercise: Brand in 5 words/One word
• Exercise: Brand in 5 words/ One word
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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/Owner
Sauers Consulting Strategies
Twitter: @RyanSauers
Linkedin.com/in/RyanSauers
Facebook.com/SauersConsulting
YouTube.com/RyanTSauers
RyanSauers.com
Ryan@RyanSauers.com
404-374-0543
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