SELLING TO THE RIGHT PERSON
Occasionally I get a hard knock on the head; this usually happens when I realize an “Ah Ha” moment from a seminar, a book, a movie or some unexpected other source. My most recent one and perhaps one of the most important I have ever experienced was the following statement: “Selling to the right person is more important than all the sales methods, copywriting techniques, and negotiation tactics in the world. Because the wrong person doesn’t have the money. Or the wrong person doesn’t care. The wrong person won’t be persuaded by anything.”
This sentence was taken from a book called the 80/20 Sales and Marketing written by Perry Marshall.
I typed this sentence on a sheet of paper and placed it on the wall over my desk. By looking at it every day, I realized that I did spend most of my marketing time trying to sell my services to anyone who would listen to me. I was playing by the old rule, “If you kiss enough frogs, one will turn into a princess.” The problem was that finding a princess in relation to the number of frogs I had to kiss was terrible; my lips were turning green and looking like dried prunes due to this method of marketing.
The challenge each of us is facing is the finding of the prospects that are the right prospects to buy the benefits that our products and services offer.
This highlighted sentence should help you define your right market. The word benefits is the key to this process. What are the benefits that your service or products are providing? Yesterday I wrote a short blog with the title Lessons. The first lesson was, “Where are your customers?” The moral was that if you know where they are, that is where you should also be.
Being there does not necessarily mean in person. If you can identify the right target market, then your next step is to find their most receptive method for obtaining information. The next step is to utilize this knowledge and convey your unique benefits by means of the best communication system.
There will be a surprise in store for you; you will get calls from prospects that want to be your customers.
If four to a maximum of 8 of you would like to schedule a two hour workshop on this topic, please let me know. I promise it will change the way you market.
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