Into and Staying In Preferred Position
matter how unique your company may be, in all business, across all
industries, there exists a central framework for operation that is
universally the same:
there exists universal metrics in your business.
Those metrics, conversely, are not about you or your product.
It is, however, about the needs of everyone around you.
The formula for success is always achieved when you make the
other person’s needs paramount to your own.
In order to satisfy the needs of those around you, develop
the ability to understand the other person’s point of view and see things
from their angle as well as from your own.
You have to understand their relationships and
doing this with everyone in your business relationship, you reduce
the blind spots to your plan and goal.
This wider picture reveals many new and strategic
opportunities. Those results help you to begin an effective action
plan to communicate your message more effectively to bring customers
to your door and to act.
Have A Terrific Company…
you have to sell is the greatest thing since sliced bread.
But that does not translate into sales, client base nor does
it help you reach new markets.
how do you penetrate markets, locate, develop and retain clients?
You have to create and/or find the need, starting with:
Off The Ego Trip
bragging about how great, big or old you are.
The fact is, no one cares about what you have to say about
yourself because they’re too busy thinking about themselves and
are eternally interested in solving their own problems.
Bragging doesn’t make the sale.
However, if you can show how your product will solve their
problem, you won’t need to sell them.
They’ll buy. And
a customer likes to feel that they are buying—not being sold.
Like A Customer
was never about what you had to sell.
Business is about
what the customer wants to buy.
Remember, your customers and prospects are immersed in their
own needs and their thoughts are echoing W.I.I.F.M. (What’s
In It For Me)
Yourself As An Educator
sharing your knowledge and matching your experiences with you
customer’s and prospect’s problems, you are demonstrating
your concern for them. By
educating customers and prospects, you make it possible for them to
learn from you. They
will perceive you as the expert.
You will gain their trust and eventually, be in a preferred
position with them.
Marketing Your Financial Attention
. . A prospect walks into a room where you are and also a half dozen
other companies with the same product/service.
You all can do the job well.
When you’re honest with yourself, you recognize that
you’re just about as good as the competition.
In some areas even better and in other areas, maybe not as
good. So do you bang
heads with your competition? Do
you cut prices to make a sale, even though that will cut into your
profits? Do you become
all-pervading to any and all prospects?
Of course not! But
among other things, you can use marketing to influence what and how
people think of you, your company and your product.
If you don’t, they will form their own supposition about
you. This is very
dangerous because there is a greater chance that they will be
inaccurate or incorrect… if they think of you at all.
aware that customer building is a continuum with no end.
Just because you have something to sell doesn’t mean anyone
needs to buy from you—at first.
how buying decisions are made; ONLY when
the need arises.
someone finally needs a product or service, they will go with the
company they remember. For
the sake of your image, your message must be targeted and accurate
to have staying power and striking power to leave prospects with a
lasting impression long after you leave the room.
remember, you will not make a sale of your product or service to
anyone until that product or service is worth more to that person
than the money in their pocket.
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