Wouldn’t you choose great that many time you made a sales presentation, write correspondence, send the sales literature or place an ad that you knew, with many certainty, that you simply could get your prospects for this and respond to your offer?
Well, to put it bluntly, it isn’t that difficult if you simply apply basic principles of selling. Unfortunately, marketing is amongst the least understood and arguably one of the least underutilized, plan of action, in business today.
Marketing has and can keep the gap between your survival and extinction of an business today. Treading our way into the long run with all the overwhelming velocity of day-to-day change in this wildly unpredictable changing marketplace, with shorter product life cycles, require businesses, large or small, with an edge or lose share of target competition.
Having the extra edge today involves refining your marketing with a holistic approach and razor-sharp strategies that accelerate your organization growth. The more I research and focus how businesses stay alive and well — the harder I am convinced and respect that strategic marketing could be the forerunner to optimizing our selling performance.
Think of computer this way: Visualize an umbrella – and label it “marketing” and “strategy.” Next, beneath the umbrella see advertising, branding, publicity, etc. Label the products, “selling” and “tactical processes.”
“Marketing,” — the strategies — is what favorably positions your business services or products in the mind from the customer and it is geared towards stimulating a desire and demand on the part of the customer to create a purchase.
“Selling” — the tactical processes — are tools used to educate, inform, influence and persuade purchasing actions from the client.
Both marketing and selling must lead the customer to action. For example: Advertising is salesmanship doing his thing. Radio, television, newspaper, direct mail (electronic or paper) and magazines ought to be constructed in the same demanding method that a salesperson produces a presentation to your prospective customer.
The same skills, habits and attitudes that are required of the salesperson for influencing action, on the part in the customer, ought to be directly aligned with the various tactical processes.
For example — The successful salesperson must:
- Develop and build rapport
- Understand customer needs
- Emphasize tangible benefits
- Skillfully move a customer toward a purchase
- Keep the prospective customer “engaged” in the purchase process
- Strategically link an item or services to a customer’s most significant needs and issues
- Detail the item or service to motivate the purchasing action in the customer
Each advertising piece utilized in your marketing arsenal – newspaper ad, magazine ad, direct response mailing, advertising campaign should produce a complete and compelling case for your products and services inside same method in which a salesperson would do directly.
- Do your ads (metaphorically) speak with your customers – can they build a rapport?
- Are your brochures, letters, newsletters, ads and pr material believable and emotionally peak the curiosity of folks to wish to find out more?
- Is your marketing targeted toward perspective customers who have an actual need for the products and services – have the funds and happy to spend it?
- Does your marketing materials educate and emphasize each of the tangible benefits to maintain the prospective customer engaged and motivated to adopt a purchasing action.
Today isn’t the time for it to be timid in your marketing. People need a nudge for making decisions. They want and be prepared to find out how to do this to acquire your products.
Take an assessment of your respective strategic marketing and selling action mentioned above and in addition see should you are:
- Educating your customers in regards to the unique advantages your products and services offered:
a). Service guarantees
b). Technical or manufacturing support
d). Durability and dependability
e). New product developments
f). Upgrades and product enhancements
- Asking strategic questions for:
a). Linking products to customers needs
b). Providing solutions for his or her problems
c). Manage customer relationships
d). Keeping your customer and prospective customer engaged in the buying process
- Active Listening for:
a). Emotional triggers
b). Logical reasoning
- Handling objections to:
a). Minimizing concerns
b). Overcome obstacles
- Presenting benefits that:
a). Motivate your customer’s loyalty and getting action
b). Advantage your services and products over your competitors
Now could be the time and energy to pull out your entire marketing materials, ads, sales scripts, brochures, presentation materials, marketing channels, e-mail, check your attitudes, habits and skills – it’s time for it to be innovative, nontraditional and bold inside your thinking and business dealings.