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Sales and Marketing Training Program – Why Don’t People Understand they Need You?

Are you just plain tired of being told “no” either through your marketing, or in your sales appointments? You keep trying to explain, persuade, and tell them what they need to know to “get it”; but it’s like you’re talking to a blank wall. Does your sales and marketing training program seem to be missing a link because it just isn’t getting you the results you want? Perhaps you aren’t getting what you want because you’re approaching things the wrong way.

You know that everyone listens to the radio station WIIFM, what’s in it for me. You also know that telling isn’t selling. Telling is a quick way to get prospects to disengage and lose the sale. When you try to persuade you run the risk of putting your prospect on the defensive. So what are you missing, what is keeping people from understanding they need you?

Unfortunately, it may be your understanding that’s missing. Whether it’s a marketing message or the message you provide in the sales appointment, your message has to be tuned into your prospects WIIFM station. That means before you prepare your message you need to understand your potential customers.

You see, most sales fail because you have a product or service and you’re trying to find someone to sell it to. You will exponentially increase your sales when you understand what your customers want, and you figure out how to give them what they want through what you have to offer, and then you give it to them the way they want it.

Understanding comes from listening to the right people for the right things. You need to build a relationship with your potential customers so they feel comfortable talking around you. They don’t worry when they see you that the conversation is going to turn into a sales pitch. Your number one job right now is doing your research until you’re absolutely sure you know the top three wants of your potential customers. When you know their top three wants you’re ready to begin preparing your marketing message that helps those potential customers understand that you have what they want. When you do that you have people entering your sales funnel who are ready to do business with you because they want what you have and they already know and like you.

Environmental Sales and Marketing

Sales and marketing is about creating an environment in which your customer feels comfortable – even compelled – to do business with you.

Do you wonder why most people today have a built-in aversion to sales and marketing? Why wonder? They do so just deal with it! Overcoming this natural resistance with proactive, polite, persistent and poignant professionalism is what sales and marketing today is all about. Remove obstacles to doing business starting with customer perception and create an irresistible urge to act. Action means the next step in the sales and marketing cycle: engagement, inquiry and finally a sale!

Here is how to become a champion at environmental sales and marketing:

1) Set at Ease – A customer comes to your shop because they find it attractive. A visitor stays on your website because it is entertaining or informative. No one goes out or their way to be sold or marketed to. Therefore do not “sell” or “market” to your customer but rather create a comfortable zone for your customer to engage you in. Let them know they are welcome and that there is no pressure. Making your customer comfortable is the first step in sales and marketing.

2) Communicate Value – The actual sales and marketing process begins with talking about value to the exclusion of anything else. Your customer does not want to hear about how great you, your company or even your product or service are. They want to hear about themselves and how you can help them. They are not your friend and they do not care about you. They care about themselves and therefore you must find out what they care about and communicate that.

3) Listen and Learn – Marketing surveys and discovery sales meetings are all about finding about what makes your customers tick. Do not assume that you know anything about your customer without giving them an opportunity to tell you about themselves. Regardless of how experienced you are selling and marketing your product or service keep in mind that every customer is unique. The art of sales and marketing is making your customer feel comfortable talking.

4) Ask Compelling Questions – Imagine a helpless family whose house has burned to the ground. “What if this happens to you?” asks the ad. It did not sell or market anything but simply depicted a scenario that viewers will want to avoid. “What are you doing about your arthritis pain?” “How long are you going to put yourself at risk?” “What is the cost of doing nothing?” These kinds of questions compel your customer to think and then act.

5) Be Friendly – The person that you like and trust most is the person you are going to do business with. Time and again customers show that they will pay a premium for service. Being sincerely helpful, courteous, respectful and honoring your customer beats price, quality and almost every other market advantage almost every time. Try it, it works. A Turkish saying goes, “a cheerful vinegar seller sells more than a grumpy honey seller.”

6) Open and Close – Once your customer is engaged you must continuously progress them towards the desired outcome of a sale. You do this by creating an open dialog that uncovers their needs and seeks to fulfill them in the best way possible. Find out what they want and then show them what they want. Point them in the right direction one step at a time and let them walk ahead of you. Open the door and close the sale.

7) Diffuse Objections – If you know what customers think that prevents them from buying then speak up about it. Talk about it in your sales presentations and market around it. Your efforts should be to engage, inform and persuade while along the way answering questions and concerns that discourage and prevent a customer from buying. Do not force the issue but simply realize that an objection turned around becomes a reason to buy.

8) Step Aside – I had originally forgotten this one last important point but here it is: once your customer is ready to buy, get out of the way! Your job is creating an environment and setting everything up to gently push your customer forward towards a sale. You have created a comfortable buying environment, providing reasons and gently removed all obstacles to a sale. When a customer says, “okay” then you say “okay” and simply take the order.

Customers like buying and not being sold to so create optimum conditions for them to buy!

Sales and Marketing Disease Cures Weak Profits

Had an interesting time at the doctor’s last week.

I won’t say it was fun (is going to doctors EVER fun?)

But it was interesting and even kind of useful from a sales and marketing standpoint.

Here is what happened:

Two weeks ago, I was diagnosed with something by my regular (allopathic) doctor which I have absolutely zero symptoms for (it only showed up on a blood test). And last week I went to a naturopathic doctor for a second opinion.

No… I’m not dying or anything like that.

It is just a minor league (really minor league) health “glitch” I’m hoping was incorrectly diagnosed the first time. And, frankly, it’s a joke compared to REAL health problems people are facing. (Like cancers, strokes, paralysis, multiple sclerosis, etc.)

Still, it got me to thinking.

Right now, this particular “ailment” is HOT on my mind.

I’m looking up everything I can on the subject with Google. And I’ve sorta become a wannabe expert about it (like I told my naturopathic doctor, “I know just enough about this problem to be dangerous to myself”).

Anyway, here’s the point:

There’s nothing about this health problem that’d bore me.

No sales letter on the subject that’d be too long.

No cold call that’d I hang up on.

And guess what?

Chances are, you have people like this in YOUR market, too – who really want to solve the problem you have the answer for.

And if you want to make selling super easy, focus on THEM.

In fact, if you do, you almost can’t fail.