USP and competitive advantages of the company

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Customer Characteristics
The effectiveness of a sales manager's work largely depends on whether the target audience is defined correctly. He can follow all the standards adopted in the company, have comprehensive information about the product (service), but at the same time offer the product to those who are not interested in purchasing it. The content of this section will help to avoid wasting time on unpromising buyers. It is necessary to record a clear portrait of a potential buyer in order to simplify the task of the sales department employees and increase their productivity.

Identifying needs, offering suitable products
Your product range may include dozens of items, but only a few of them will be actively sold. Often the reason lies in the manager's inability to select the optimal product for the client, in the desire to act according to a template, without using the purchasing potential to the maximum. This section should help employees practice buy weight loss leads the corresponding skill.

Upselling technologies: cross sale, down sale
Thanks to additional sales, experienced managers achieve a twofold increase in the average check. Beginners need tips to help them offer the right related products and services in each specific case.

Upselling technologies

If the client does not agree to conclude a deal on the main product, it is worth offering him a product or service from a lower price segment. The working schemes reflected in this section of the corporate sales book allow you to retain and develop an existing buyer, which is always more profitable than looking for a new one.


In a highly competitive market, those companies that pay the most serious attention to creating a unique selling proposition (USP) have an advantage. To do this, they carefully analyze the needs of the target audience, achieve maximum attractiveness and affordability of their product. As a result, the client has no doubt about the relevance and necessity of the product offered to him.

The main requirements for a USP are originality, qualitative difference from other options on the market, and memorability. By following these conditions, your product will stand out from competitors' offers and will be perceived by potential buyers as the only possible option.

Rules of Negotiation
It is not necessary to repeat the basics of communication with clients in this section, but it would be very useful to include several examples of successfully building a conversation, working with objections and convincingly arguing your arguments, both for beginners and for long-time managers.

Answers to questions
In the process of communicating with a client, a salesperson often forgets about his main goal - to show the value of the product, to convince of the need to buy it. Instead, the manager gives detailed information about the product or service, without emphasizing the uniqueness of the offer. It is not surprising that such a presentation does not end with a deal: the potential buyer learned everything about the technical characteristics, configuration and prices, but still did not understand why he urgently needs to buy this product.