why should everybody in your company be

Everybody in your company is responsible for creating belief in the eyes of your customers.Whenever a customer speaks to somebody in your company on the phone, or receives a letter, or meets a member of your staff, that customer is either increasing their levels of belief or doubt in your company.In order to consistently build belief in the eyes of your customer, every touch point with them must be excellent. This requires every employee in your company to understand that with each 'customer touch point', they're effectively selling-regardless of their job title or position.In order to sell, you must first understand and believe!In order for you to sell, you must first have a basic knowlege of your products, your customers' needs and wants, your competitors and your market. If you do not understand or believe in your own offerings, how can you possibly make customers believe?Entrepreneurs have this depth of information at their fingertips, and as an Enterprise Leader, you too should have this understanding and be able to set an example for other members of staff in your company to follow.The power of writing a letterThe most effective way to show you have an understanding of your products, your customers and their needs, your competitors, and your market, is to write a sales letter to try and sell your products and services to your customers.Professional salespeople are able to talk about these subjects with ease, but the surest way for you to clarify the benefits, relevance and excellence of your products in your own mind is through the written word.When you can write a sales letter which clearly articulates the benefits of your products to your customers, you will have demonstrated your understanding of your company.Writing a letter to your customers to sell your products is not an easy thing to do, but is an essential exercise for you to discover how much or how little you know about your company.Your main exercise in Session 4 is to write a sales letter to yourselfTo ease into this difficult subject, in today's session you'll write a letter to yourself to sell YOURSELF your dream holiday.As you'll discover when you get into this exercise, when you talk about a subject which you are passionate about (i.e. your dream holiday), you'll be rich in emotion, able to describe your experience in detail, be positive about it, able to sell its benefits, and able to add colour and depth to your vision. You'll be persuasive and compelling; you'll create mental images, increase belief and convince others that it'll be an incredible experience and one that should not be missed.Selling is much like this and you need to be as persuasive about your products and services as you are about your dream holiday.Through your choice of words, you're trying to create belief in the eyes of your customers, so your words must be interesting, informative and compelling. There's no room to leave doubt in the mind of your customer.It's only by making the effort to truly understand everything there is to know about your products, your company and your competitors that you will really be in a position to make customers aware of the true benefits of your products.In writing a sales letter you'll face the truth about the extent (or lack of) your own knowledge in this area of your company.Remember, with every communication and customer touch point, you're either building or destroying the belief customers have in your company. You cannot fool customers: any sign of doubt or lack of understanding you have about your own products sends a negative 'belief' signal to them, AND gives them another reason not to buy from you, BUT to buy from your competitor instead.

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