Closing the Sale in a Crowded Market: The Secret of Selling your “Because” with Gerry O’Brion

Key Highlights:

(00:00:00 – 00:06:30) Demystifying Big Brand Magic

Big budgets help, but small businesses can still succeed through specificity – narrow your focus to serve your ideal customers exceptionally well.
Start crafting your marketing message by identifying your ideal customer and their needs using the “Because Framework”: Who are you influencing? What are their insights? What’s the promise/outcome? What’s the proof (your “because”)?
Your “because” must communicate what makes you different and better suited to delivering on your promise. Generic claims sound like marketing fluff.
(00:06:31 – 00:15:00) Mission vs. Messaging – What Customers Care About

Your company’s inspirational “why” matters internally but customers care about “what” you do for them and “how” you deliver.
You can have multiple “becauses” to use for different audiences and at different points in your sales process.
If a competitor chose another provider over you, use that as an opportunity to uncover insights into their decision-making.
(00:15:01 – 00:23:30) Cracking the Code of Hard-to-Reach Prospects

An ultra-specific “because” tailored to the mindset of your influencer gave one company immediate access to previously unreachable decision-makers.
If you’re struggling to break through, you likely need to better understand the person you’re trying to influence and what problems they need to be solved.
Your “because” must be compelling and unique enough that ideal customers want to engage upon seeing/hearing it.
(00:23:31 – 00:31:30) Packaging Persuasion – Making the Most of Limited Space

For product packaging with limited space, be strategic about the messaging progression and highlight your most compelling “because” first.
The “Because Framework” works the same whether you’re marketing to consumers, retailers, or distributors – identify who you’re influencing and what matters most to them.
Highly targeted niche marketing helps small businesses punch above their weight class and appear more credible.
(00:31:31 – 00:39:00) The Power of Precision – Dominating Your Niche

When launching something new with a limited budget, ultra-specificity about who you serve helps you save money and increase conversion rates.
Big brands are relentless about listening to customers for insights – small businesses should follow suit.
If you lose out on a sale, use it as a learning opportunity to determine if something in your framework needs improvement.