Connecting With Customers Who Believe in Your Mission

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Connecting With Customers Who Believe in Your Mission

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It’s difficult salespeople to stand out in a busy world.

The best salespeople fill their pipelines with prospects who don’t need to be convinced to do business with you.

To learn how we can better connect our mission with the best prospects for us, we sat down with Luke Cox, CEO and founder of Hunt Lift Eat, and former infantry captain in the US Army. He showed us the same system he used to connect his company with prospects who already believed in his mission, all while still serving on active duty!

Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.

T – Trigger: Luke said the trigger for this system begins before we even reach out to our prospects. It starts with defining our core values and values of your company. What do you stand for? What does your company stand for? And by default, what type of person isn’t a good fit for those values?

Next, determine how you are messaging it to your customers, your prospects, and even among your team. If your values aren’t clear internally, it will be tough to communicate them to your ideal prospects externally.

R – Repeatable: To make this system repeatable, Luke recommends examining what systems are in place right now that you use to establish value with prospects. There is no sense in reinventing the wheel, but chances are, your systems could use an overhaul.

The second step in this process is to determine how your product or service aligns with the values of your company.

If you are a solo operator, examine your personal values and determine how what you sell represent them.

Third, keep it simple. Look at the most direct way that you can communicate your values and your company values through what you say to your customer or prospect. This will ensure that your marketing is more impactful and reaches those who already align with your values.

Fourth, examine what touch points you have in place to check in with your existing customers to ensure you understand their values fully. This works well if you look at your existing customer list and determine which ones you would love to replicate. Get in touch with them and determine how your shared values manifest in a way that you could communicate to other prospects.

Fifth, as you begin to reach out with your values driven messaging and stories about how your product or service fulfills those values, prioritize human interactions. Luke is a firm believer that as technology progresses, person-to-person interactions will be the new sales differentiator.

I – Improvable: to make the system improvable, invite feedback and be willing to have thick skin when you hear it. Look at where you and your company have failed to demonstrate your values and ask what could be done differently in the future to prevent those failures from recurring. Luke recommends this improvement check-in be a regularly recurring process that is one of the rhythms of your company.

M – Measurable: To measure the results of value alignment between yourself, your company, and your ideal customer, define how those values demonstrate themselves in business. How does integrity, for instance, show up in your conversations, your messaging, and your commitments to prospects and customers?

You can take each of your values and determine what objective measures they would have to know they are present in your business. Establish ways to measure how often they occur and measure the times when they aren’t present, so you have a benchmark for improvement.

Filling your pipeline with more ideal customers doesn’t begin with your ICP, it begins with how aligned you your sales process is with your values!

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