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Add You - Why Do They Buy?
Contrary to popular belief, the best use of business cards is not making origami or collecting dust. But, in this article you will find 5 of the most effective ways to use your business cards on a daily basis!When Joe Girard, the world's greatest salesman, was selling cars he would frequently go to Detroit Lions football games.Even though he could afford more expensive seats, he chose to sit in the upper deck and whenever the Lions scored, he would throw business cards off the top deck onto the expensive seats below that offered a discount on a new car that was only good the following day.Joe Girard's example leads us to our first point:1. Be Creative<
3) Why is my product superior to my competition?
This answer typically runs the gamut from better materials, to longer warranties, to state-of-the-art technology. The clich?, of course, is “our people”; but can everyone really offer the best customer service? In your business, is it faster turnaround? Better design? Compassionate and caring atmosphere? Highly educated teachers? Professional product packers? What is the “one thing” you do better than anyone else?
4) Why do prospects b
Even seasoned experts have to face the harsh reality that great work can't protect them from having to market. Marketing and sales are life skills essential for survival. If you want to do what you love, here’s what it takes to get past that “first date.”Back to SchoolFor many professionals, finding yourself at the bottom of the “revenue learning curve” is a frustrating experience. To make matters worse, your target buyers are on a steep learning curve about what you can do for them. The key is to enlighten both yourself and your buyers. Knowing how to market and sell, then skillfully applying this knowledge to your buyer is wha
Understanding these five critical areas will help you better develop and implement your marketing plan, and sell more to your customers and prospects.
1) What does my customer buy?
My clients know I am a big believer in the principle that customers don’t necessarily buy what we think we’re selling. (Al Lautenslager, owner of The Ink Well in Wheaton, Illinois, and co-author with Jay Conrad Levinson of Guerrilla Marketing in 30 Days taught me this approach many years ago.) The classic example is people don’t buy drills they buy holes. Similarly, they buy thrills, not NASCAR tickets. They buy vision and image, not eyeglasses. Memories, not vacations. Community, not five dollar cups of coffee at Starbucks. Fairways, not Calloway’s Great Big Bertha drivers with strong flex, low torque and a high kick point.
Success Handler Action: After you finish reading this E-newsletter, take some time with your team to write down examples of what your customers buy. Is it printing and copying, or communications materials? Business cards, or self-promotion items? Shipping, or convenience? Technology education, or kids’ futures? Medical products, or feeling good about herself again? There could be multiple examples in your small business. List as many as you can. For the remaining questions, take a few moments after each one with your team to brainstorm answers.
2) What does my customer consider value?
Price is only a number, arrived at by market demand, gut feeling, or, in the case of some car dealers, extensive haggling and customer frustration. Value, on the other hand, is a fair exchange for something received. In the case of a college education, it’s knowledge that leads to a career. At Walt Disney World® Resort, it’s entertainment and magic. With the Sunday newspaper, it’s information and coupon savings. What is it in your small business?
3) Why is my product superior to my competition?
This answer typically runs the gamut from better materials, to longer warranties, to state-of-the-art technology. The clich?, of course, is “our people”; but can everyone really offer the best customer service? In your business, is it faster turnaround? Better design? Compassionate and caring atmosphere? Highly educated teachers? Professional product packers? What is the “one thing” you do better than anyone else?
4) Why do prospects bu
Marketing is the process of making customers aware of the products and services of a company. It helps keep existing customers interested in a product or services. Advertisements play a potent role in projecting not only the credentials of a company but also helps in catering a product to the end users.In other words, marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services in the marketplace. There are two major characteristics of marketing - expanding the existing customer base and the retention of existing customers.The modalities of marketing depend on the audience the product or service is being ta
Success Handler Action: After you finish reading this E-newsletter, take some time with your team to write down examples of what your customers buy. Is it printing and copying, or communications materials? Business cards, or self-promotion items? Shipping, or convenience? Technology education, or kids’ futures? Medical products, or feeling good about herself again? There could be multiple examples in your small business. List as many as you can. For the remaining questions, take a few moments after each one with your team to brainstorm answers.
2) What does my customer consider value?
Price is only a number, arrived at by market demand, gut feeling, or, in the case of some car dealers, extensive haggling and customer frustration. Value, on the other hand, is a fair exchange for something received. In the case of a college education, it’s knowledge that leads to a career. At Walt Disney World® Resort, it’s entertainment and magic. With the Sunday newspaper, it’s information and coupon savings. What is it in your small business?
3) Why is my product superior to my competition?
This answer typically runs the gamut from better materials, to longer warranties, to state-of-the-art technology. The clich?, of course, is “our people”; but can everyone really offer the best customer service? In your business, is it faster turnaround? Better design? Compassionate and caring atmosphere? Highly educated teachers? Professional product packers? What is the “one thing” you do better than anyone else?
4) Why do prospects b
I have two buddies that hunt, Jeremy and Jeff. They get up at the crack of dawn and trek out into the Arizona desert to shoot some animals. I am not a hunter and have a better chance of bring struck by lightning twice than shooting a deer, so I am not invited. Maybe it's best that way, I kind of side with the deer anyway - hunting just isn't my thing. Well this article isn't about hunting, but I've seen the gear they have and preparation these guys go through in order to go after their target. To my surprise I started to see some very strong similarities between how they hunt animals and how I "hunt" prospects for clients when designing their projects. Stay with me, I
2) What does my customer consider value?
Price is only a number, arrived at by market demand, gut feeling, or, in the case of some car dealers, extensive haggling and customer frustration. Value, on the other hand, is a fair exchange for something received. In the case of a college education, it’s knowledge that leads to a career. At Walt Disney World® Resort, it’s entertainment and magic. With the Sunday newspaper, it’s information and coupon savings. What is it in your small business?
3) Why is my product superior to my competition?
This answer typically runs the gamut from better materials, to longer warranties, to state-of-the-art technology. The clich?, of course, is “our people”; but can everyone really offer the best customer service? In your business, is it faster turnaround? Better design? Compassionate and caring atmosphere? Highly educated teachers? Professional product packers? What is the “one thing” you do better than anyone else?
4) Why do prospects b
Do you ever feel like you just can’t find the right person for the job? Don’t know where to find them or how to find them? Most of the time, the best candidate for your position is hard at work for someone else. They are doing a great job where they are, and they feel generally satisfied with the job they have.People who are satisfied at their current place of work aren’t actively looking for a new place to work. They don’t search the want ads everyday. Although, I have known professionals to look over the ads occasionally, just to see what opportunities are out there. The question is how to find these employees when they aren’t looking for you. There are several meth
2) What does my customer consider value?
Price is only a number, arrived at by market demand, gut feeling, or, in the case of some car dealers, extensive haggling and customer frustration. Value, on the other hand, is a fair exchange for something received. In the case of a college education, it’s knowledge that leads to a career. At Walt Disney World® Resort, it’s entertainment and magic. With the Sunday newspaper, it’s information and coupon savings. What is it in your small business?
3) Why is my product superior to my competition?
This answer typically runs the gamut from better materials, to longer warranties, to state-of-the-art technology. The clich?, of course, is “our people”; but can everyone really offer the best customer service? In your business, is it faster turnaround? Better design? Compassionate and caring atmosphere? Highly educated teachers? Professional product packers? What is the “one thing” you do better than anyone else?
4) Why do prospects b
Many small business owners make the mistake of thinking that putting up a web site is advertising. They think it's like putting an ad in the paper that will bring in business. However, they usually end up frustrated when no business comes in. Learn how to avoid this mistake and save your web site from being lost in cyberspace.Why is my web site not advertising? So why is putting up a web site not advertising? Well, let's begin by looking at what advertising really is. Advertising means attracting public attention to a product or service usually by paying for it. Getting public attention is done by broadcasting the ad to an audience.For example
3) Why is my product superior to my competition?
This answer typically runs the gamut from better materials, to longer warranties, to state-of-the-art technology. The clich?, of course, is “our people”; but can everyone really offer the best customer service? In your business, is it faster turnaround? Better design? Compassionate and caring atmosphere? Highly educated teachers? Professional product packers? What is the “one thing” you do better than anyone else?
4) Why do prospects buy from my competition?
To answer this one, you have to do some work. Call a few folks who didn’t accept your quotes, and find out why you missed those sales. Blind shop your competition, and see what they’re offering you didn’t know about. At your next networking event, ask people which of your competitors they use, and why. Then ask them these three questions: What do you like most about your current provider? What do you like least? Is there anything they don’t offer you wish they did? With this information in hand, you will be ready to look for growth opportunities and recognize threats that could change your business model.
5) What does a prospect need to be convinced of to buy?
Anyone who has taken sales training knows that there are many steps in the buying process. Closing is an art, and some are much better at it than others. Yet, in its simplest form, your prospect must reach a “Eureka Moment!” when everything clicks, and she realizes she would be absolutely crazy to do business with anyone else but you. What is it that triggers that moment? Is it understanding all the benefits of your product/service? Recognizing value? Having the time to focus on what you’re offering? Overcoming the fear of changing suppliers?
Competitive advantages could and should change with time, and a competitive advantage is not a product or service; it's an intangible that adds value in the perception of the customer. Although you may think your products/services are not commodities, to the customer they often are just that. In the customer’s mind, you’re just one more project to move off their desk and on to someone else. With commodities, the value lies outside of the products and services. To truly have a competitive advantage, you have to ask the right questions that uncover critical issues important to your prospect. Those are the intangibles that make the difference in getting the sale.
Success Handler Action: After working through all five questions, spend some time with your team discussing areas where your o
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