Last week I found a list that I’d created on my iPad called: “10 Marketing Things You Already Know – But May Not be Acting Upon.”
These might fall into the category of “Pithy Sayings” that teach essential truths. I’m no Confucius, but I’ve been involved in marketing so long, that I can assure you, the following lessons are amongst the most important you can learn if you want to attract more of your ideal clients.
1. If not even your family understands fully what you do, how do you expect your prospective clients to understand?
We want everyone else to understand us, but that takes patient communication. We can’t assume people understand us, and if they don’t we only have ourselves to blame. Keep communicating; sooner or later the message will get through.
2. In networking, make it your main job to follow-up. Above all else, follow-through with friendly persistence.
The ball is always in your court and it’s always your move, no matter what the prospect does. If someone doesn’t get back to you, it doesn’t mean they aren’t interested; it usually only means they’re busy. So patiently try again; it will usually pay off.
3. In speaking, people don’t want to be bored, they want to be informed and entertained.
Yeah, it’s your job, once again, to take responsibility for communicating powerfully so that your prospects really see the value of your services. The good news is that you can always make it more fun and interesting.
4. Nobody’s going to buy from you unless they know what’s it it for them.
It’s not about you; it’s about them. Always. So make it your calling to understand what your prospects need and want. What are their issues, their challenges and their aspirations? And how can you make it easier for them? It’s a never-ending pursuit.
5. In selling, nobody likes to be pressured. They like to be listened to.
Everyone gives lip-service to listening, but few of us practice it religiously. What you need to notice is that as soon as you stop listening, the pressure and manipulation starts. Amazingly, you can listen yourself into a sale better than proving that your service is right for someone.
6. When talking about your services, tell stories to make things absolutely clear.
This simplest concept is harder to relate to than the most complex story. And here I am giving you concepts! Mea-culpa! Yes, when you use stories, people put themselves inside the scene you are telling and relate completely.
7. Nobody’s going to remember you or think about you if you don’t stay in touch with them.
Don’t be so arrogant to think people will remember you after one or two contacts. How many emails do you get a day? How many commercials do you hear or see? How many details do you have to handle? No wonder people forget. So stay in touch.
8. Over-communicating can be just as bad as under-communicating, especially if every communication is a pitch.
Instead, give people better information, valuable stories and examples, something they can use. This will endear you to people and when you have something to promote, they’ll listen because you’ve gained their respect and attention.
9. If you don’t ask for what you want, you’re not likely to get it, in life or in business.
Yes, it’s terrifying to ask. And yes, you just might get rejected if you ask. But isn’t that better knowing one way or the other if they want to take the next step than never asking and living in uncertainty? Ask, get an answer, and move on.
10. Nobody wants to buy from an arrogant jerk; they want to buy from a nice person whom they can trust.
Marketing and selling sometimes does funny things to people. They can turn you into a pushy person who always has the right answer. Cultivate humility in marketing and selling. Your prospect will tell you if you have the right answer or not.
By Robert Middleton of Action Plan Marketing. Please visit Robert’s web site at www.actionplan.com for additional marketing articles and resources on marketing for professional service businesses.
Good post, Robert! I especially like numbers 4, 6, & 9. It is true, do not give up just because nobody bought from you in the past… try again, from a different angle, and you don’t need to feel guilty talking about a product if you really feel that the product is worth the money, and it is something that will help them in some way. The part of telling stories: My articles that got the best results and that were easiest to write were always some that included a tale about a personal happening…. and yes, again, be sure to tell them what is in it for them when they buy from you 🙂 (without sounding pushy, just matter-of-fact)