Category - Sales

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Make Sure Your Sales Prospects “Hear” You
Are You Trying To Reach Too Many Customers?
Are you marketing to your customers’ needs – not yours?
Can You Spin Your Elevator Speech?
Why You Need A Marketing Plan

Make Sure Your Sales Prospects “Hear” You

I was recently reminded that people take in information in different ways.

This has a critical impact on sales conversations you are having with sales prospects.

Have you ever been in a position where you have been trying to explain to a sales prospect how your service or product could really help them, laying out all the benefits in the way you should – and their eyes glaze over? If you have, you will know that sinking feeling that you are losing them, no matter how well you prepared your pitch, nor how well you got on with them and how you warmed them up at the beginning.

The fact that people have different preferences on how they receive information is crucial to whether or not they “hear” what you are telling them, so what can you do to make sure you give them information in the way they want it? Read More

Are You Trying To Reach Too Many Customers?

There is a very important marketing principle – “Sell to everyone and you sell to no-one.”

What this means is that if you try to appeal too broadly to all types of customers, the customers who you really want, those who actually need your specific product, get lost in the noise.

Imagine if you are in the market for a product, let’s say you are a lawyer trying to find a software app to organise who works on what cases. If I wrote you a marketing email that said I had a project management app, would you be interested? What if I wrote to you and said that I had an app specially designed for lawyers and it matched the milestones for each case to specific lawyers? Which of those two letters would you follow up first?

What this marketing principle means is that you must get to know your exact target market, and your marketing tools, from website to language to logo must be measured by that specific target market. Will the corporate colours appeal to the target market? Is your messaging specific to their needs and problems?

But sometimes that market is so crowded that it is difficult to define your differentiation. The legal space is like this. So might the accounting industry or even car repair workshops. How do you drill down so that you suit a specific target market when everyone else is gunning for that market? Read More

Are you marketing to your customers’ needs – not yours?

In small business marketing campaigns, I often find that the business talks about them and what their product is all about.

Think about it – whether it’s an advertisement or a brochure, or on their website, the messages are:

“This is how long we’ve been in business”

“This is what we do”

“This is what our product is made of”

But let me ask you – do those messages interest you? More often than not – unless you have already made up your mind you want to buy what they are selling and you are in the stage of researching who to buy it from – those messages don’t interest you.

How much better would it be if they spoke about you?

Read More

Can You Spin Your Elevator Speech?

We all know what is an elevator speech, right?

In fact, if you go to and scroll through the blog archives you’ll see that I’ve even made a video showing you how to structure your elevator speech and how to say it.

The premise is simple, you’re in an elevator with a prospect and in the two minutes you are in there for the ride, you need to be able to quickly introduce yourself, explain what you do, and entice him with what you could do for them. The idea is that in your elevator speech you pack enough of your unique selling proposition to be able to make them sit up and ask you for your business card.

But really, how’s that forking out for you?

The averages say that about 20% of the people you are able to say an elevator speech to, actually show an interest and of these maybe 20% do actually follow up.

So, your elevator speech itself has to be quite unique – to make them really go: “Huh? Tell me more!”

Read More

Why You Need A Marketing Plan

I can’t believe it!

In over 30 years’ of consulting to small businesses on their growth strategies, I have worked in the UK, the US, Asia and Australia, and while the largest majority of small business owners understand the need to plan and budget, and even gradually realise the value of systems and organisational structures, most of them still question the need for a marketing plan.

It doesn’t matter where they are – I think deep down inside they just think that marketing is something that “happens” when they start their business. They have something good to sell. They believe in the vision and values of their business. Build it and they will come – and if they don’t come as quickly, ok, we’ll market….we’ll advertise!

Sorry people – advertising is not marketing.

Read More

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