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Sales Coaching has many facets including your "power statement" or "unique selling proposition", USP for short.

Networking is a very successful way to connect with potential clients, customers, and collaborators who can generate additional lead sources, which is what we all want.  One of the most repetitive questions I am asked is how to create a simplistic, yet effective "power statement."

If your way of thinking is a bit more old school, than a power statement to you is simply an "elevator speech."  However, that term seems to have such a tacky connotation associated with it these days.  So in the spirit of Marketing 2016, we've updated it to boldly read POWER STATEMENT.  Even the name just commands respect and attention.  Now imagine if you properly constructed this passage to relay your company's unique attribute for how it uses various services and/or products to address and solve client issues while evoking emotion from the listener in just a few short moments.  Chances are in a sea of suits and dresses pushing their agendas, you would stand out and be the memorable moment from the event.

So how is a great power statement brought to life?  

Intro - Create a powerful intro roughly 1 to 2 sentences in length about the context or category of your company.  Be sure to make this impactful and riveting.  The first few seconds of your audience's attention determine their interest level for the remainder of the conversation.

Transition Phase - These are bullet points where you will define the client issues you address and the problem you resolve.  Be sure to continue to grab attention throughout this phase.  Let the bullet points be dynamic and powerful.  Metrics work really well here as long as they are short and concise.  4 to 5 bullet points should be enough to substantiate this.

Commodities - What products or services do you offer to solve said issues?  This area should be covered in 1-2 sentences.

Unique Selling Proposition (USP) - Why is your company the best choice to solve these issues/problems?  What value do you bring to the client?  5 sentences work great here and don't be afraid to talk yourself up.  Remember, you're a salesperson.  Sell!

My best advice to you for constructing all of these different segments is to do them independently and don't move on to the next one until the previous is complete.  Be creative, use a variety of people within your company to gain various perspectives and ideas.  Lastly, this should be a working document, since your company is evolving, the power statement will evolve over time.  Revisit it often and ensure it is still relevant and impactful!  

Snapchat isn’t regarded as the social media darling in the business world of 2016.  As a matter of fact, it rarely gets the accolades it deserves as of yet.  But why?  It boasts well over 100 million users, 400 million snaps per day, and over 1 billion views of snaps per day.  This currently puts Snapchat at the top of the list of fastest growing social media platforms.  Snap is being implemented globally in marketing strategies of various industries.

If you’re not quite sure what Snapchat is, but have been afraid to ask someone, well today is your lucky day.  It’s a photo-messaging app that takes pictures and video which remains viewable for up to 10 seconds, unless of course you screen shoot it, after that it disappears into the abyss.  Recently, it’s been updated to integrate text, chat, and video calls between contacts.  One of the best functions are Snaps’ fun filters, location stamps, and graphic tools.  This allows for very funny and creative snaps to be shared.

The largest demographic of users are the 18-34 “Millennials.”  Which happens to be the target audience for most of the companies reading this blog.  So if your thought on Snapchat is that it’s just a gimmick for your kids, it’s time to re-align your thought process and your marketing to capture a fresh audience.

Here are 4 ways to start telling your story on Snapchat and creating brand awareness.

      1.  Exclusive Content

Deliver exclusive content to your followers on snapchat that isn't being advertised on your other social media formats.  This exclusive use can create a buzz amongst the platform and have your audience feeling like a VIP.

     2.  Promos, Contests, and Discounts

Who doesn't love a freebie?  Inspire your followers to get creative with Snapchat by incentivizing them.  The fan who makes the best snap inclusive of your product, the best video showcasing your brand, the funniest snap using a face filter, or how about sliding a promo code in your story.  The possibilities are as endless as your marketing teams imagination.  This is a sure fire way to drive foot traffic.

    3.   Behind The Brand

Everyone has wondered what really goes on behind the scenes at our favorite companies.  I know I have.  Show them with Snapchat, but make sure you "keep it real" and keep it fun.  Snapchat users aren't looking for tons of boring data.  It's all about creativity and humor.  Invigorate them with Friday Fundays, company lunches, break room antics, and give them a peak at what the CEO really does in his office.

    4.  Recruitment & Attraction

If Snapchat is used correctly to showcase your brand, this will definitely attract a new pool of qualified applicants, so let's capitalize on this by recruiting your next hire.  You can create a whole story based on a true "day in the life" of any position your recruiting for.  Isn't that the #1 question every candidate really wants to know?  Now they can get a sense of what the job expectation will be prior to committing.  This really creates a win-win strategy for everyone involved.  Additionally, you can have applicants use Snapchat to create a story as to why they would be a great fit.  This would show a side of character and personality you can't get from a resume.  I always say, hire character first, skill second.

Snapchat can create an interactive, two-way communication medium between you and your customer base in real time.  This is the marketing app we seek and now we have it.  Don't dismiss it based on perception.  If you're not using Snapchat, start.  You bet your competition will!