Marketing for sales is like rowing a boat. When
you know how
the pointed bow moves smoothly forward through the water encountering
the least amount of resistance. Rowing backwards, the square stern of
the boat pushes against the water, requiring more effort and increases
the risk of having a wave come over the transom (back) and swamping it.
Yet most people market backwards, trying to grow their business while
pushing against the greatest level of resistance.
Wouldn’t you like to market your business so that it
moved easily forward?
What’s the first thing most people do to increase sales of
their products, services? They put together a description of their
credentials. Then they pick up the phone, run an ad campaign, send
out a brochure and or build a web site and ask people to buy.
Do you know anyone who has used this approach?
Have you tried it yourself?
Were you happy with the number of new clients and customers you attracted?
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It’s a common misperception that the fastest way to attract more clients
and customers is to focus on asking people to buy. It looks like the obvious
route, but in most cases it generates only a trickle of new clients for small
business owners. It can work if you’re a large company with millions of
dollars to spend building your brand. Why doesn’t this selling
approach work for service professionals and small business owners?
A sale is the end point or one of the waypoints in your relationship with a client.
Before they are ready to give you their money prospects need to be confident
that you have what they want, and they trust your product or service will deliver
on your promises.
When you lead with a focus on selling and your credentials you run into high
levels of resistance. It is like trying to row a boat backwards.
Marketing is about building relationships, one by one.
Start by focusing on what your prospect wants, not on yourself.
Think about it. When you pick up the phone or encounter a friend, what’s
one of the first things you say? Do you launch into a monologue about
yourself? Most people usually start the conversation with a friendly
questions or two and then find a topic of mutual interest. If you have
information your friend is interested in, you share it. I frequently
get calls from people who say they hate marketing their business. Why?
Trying to convince people to buy feels pushy.
An alternative that is more effective - and more fun - is to focus instead
on giving people what they want. Get your prospect’s attention
by leading with a question or statement that succinctly gets them thinking
about how you can solve a problem they have. This is your marketing message
or elevator speech, not your sales pitch. Once you have their interest,
give them something they want in order to prompt them to contact you.
This could be a short report or article.
Does your business marketing plan give people what they want?
Does your elevator speech help start a conversation and a relationship?
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Once a prospect gives you their contact information, go to work and make good
on their trust by showing an interest in their needs and giving them a steady
stream of useful tips. The more you give your prospects, the stronger your relationship
will be.
Rowing a boat backwards is hard work and won’t get you
very far. There is just too much resistance. To attract more
clients and grow your business stop marketing backwards and pushing
against high levels of resistance. Give
your prospects what they want, build relationships and you’ll
find more prospects buying the solutions you provide.
