Many sales are lost because of "sales." To be successful in this profession requires listening to the customer. Unfortunately as salespeople, we often hear so many different things that we feel the need to provide solutions for all of their problems. When this happens, sales professionals can overwhelm the customer, causing them to become confused, and, ultimately, losing any sale.
For the salesperson, it all begins when Marketing comes out with what they perceive as the greatest new product or service to hit the market. Marketing will proclaim that their latest creation will solve all of the problems any customer has or could possible ever have. They continue to lay it on with an assortment of product characteristics all matched to whatever issues the customer has.
Meanwhile, attentive salespeople absorb this information and subconsciously begin to look for ways to apply everything Marketing has proclaimed. It's only natural for sales professionals to believe the information and to assume that it applies to everyone. Once they adapt this mindset, one of the biggest "quiet mistakes" in Sales occurs. It's not an error made in front of a customer such as misquoting a price or missing a key date. Rather, it's a "quiet mistake" because it happens long before a sales call, and, therefore, becomes hard to see how it could result in a lost sales.
Anytime a salesperson is dealing with a customer, patience must be exhibited to not only find out what their needs are, but also to discover which particular need best matches what is being offered. Unfortunately, salespeople often do not take the time to validate the needs they hear. Instead, they treat all of the needs as being equal, remember what Marketing has told them, and begin to think they've come across the perfect customer for their product/service. This is where many sales are lost because the salesperson does not narrow their focus. Therefore, it is critical for sales professionals to think "sale", not "sales."
Top performing salespeople are confident of their skills and their ability to close a sale. They focus on helping the customer fulfill their primary need. Average salespeople, on the other hand, attempt to satisfy numerous needs and in so doing, end up losing the sales by overwhelming the customer.
The key to being a successful salesperson is to focus on selling to the primary need of the customer, not on multiple needs. This will result in a higher closing percentage and, in the long-run, allow you the opportunity to continue the relationship by helping the customer solve the other issues they have identified.
About The Author
Mark Hunter, "The Sales Hunter", is a sales expert who speaks to thousands each year on how to increase their sales profitability. For more information or to receive a free weekly sales tip via email, contact "The Sales Hunter" at http://www.TheSalesHunter.com
Wednesday, September 26, 2007
Marketing By Any Other Name...
What does the word "marketing" mean to you? When you say "we need to do some marketing" or "we need a marketing plan," what is the end result you are picturing?
Of all the functions that contribute to business growth, marketing has got to be the least standardized. Not only do the activities associated with marketing vary from company to company, but the purpose and goals of marketing differ widely. In many cases, marketing is a synonym for sales, which in my opinion is one of the biggest strategic mistakes a company can make.
Marketing is not sales. But marketing better be contributing to revenue generation or you're wasting time and money. And probably lots of both.
Here is a simple way to think of marketing: your marketing activities need to make your sales process easier. How they do that will vary depending on your company and market. Product marketing is very different from service marketing. Business to business marketing is very different from business to consumer marketing. Marketing high cost goods and services requires a different approach from marketing commodities.
Even in the same industry and marketplace, how one company markets will differ from the way its competitors market. Just watch a couple of beer or car commercials on TV and you'll see what I mean. This is because company culture, personality, and brand will impact marketing activities and messages.
So, I ask you: Is your marketing program making your sales process easier? Be careful when answering. There are nuances to marketing that are important to consider. Some activities are more direct than others and so are much easier to gauge. An example is direct response marketing. Another is e-commerce web sites with incorporated shopping carts. In both cases there is a clear link to the sales side. This type of marketing can be very easily quantified and its impact on sales can be accurately measured.
Some activities, though, are more subtle. Things that get your company better known in the marketplace will help the sales process, but not as clearly as direct response or "click here to buy" activities. They are qualitative in impact but no less important.
Effective public relations, for example, will certainly influence your target market by keeping your name top of mind in the people you want to buy from you. This type of activity, of course, is nowhere near as measurable as more direct things. Does this mean you shouldn't do it? Absolutely not!! It does mean, however, that you need to stay awake and find ways to gauge how successful these more subtle activities are in making the sales process easier.
Here's the bottom line. Take time to clearly and accurately define what marketing means specifically for your company, and define how it can make the sales process easier. Don't just accept any published definitions, no matter how exalted their sources.
About The Author
Trish Lambert (http://www.trishlambert.com), principal of 4-R Marketing LLC, is an experienced marketing consultant and creator of the 4-R Marketing Model™ for service businesses. Very much a "non-conformist" in the marketing world, Trish produces measurable results with marketing that drives revenues for her customers.
Of all the functions that contribute to business growth, marketing has got to be the least standardized. Not only do the activities associated with marketing vary from company to company, but the purpose and goals of marketing differ widely. In many cases, marketing is a synonym for sales, which in my opinion is one of the biggest strategic mistakes a company can make.
Marketing is not sales. But marketing better be contributing to revenue generation or you're wasting time and money. And probably lots of both.
Here is a simple way to think of marketing: your marketing activities need to make your sales process easier. How they do that will vary depending on your company and market. Product marketing is very different from service marketing. Business to business marketing is very different from business to consumer marketing. Marketing high cost goods and services requires a different approach from marketing commodities.
Even in the same industry and marketplace, how one company markets will differ from the way its competitors market. Just watch a couple of beer or car commercials on TV and you'll see what I mean. This is because company culture, personality, and brand will impact marketing activities and messages.
So, I ask you: Is your marketing program making your sales process easier? Be careful when answering. There are nuances to marketing that are important to consider. Some activities are more direct than others and so are much easier to gauge. An example is direct response marketing. Another is e-commerce web sites with incorporated shopping carts. In both cases there is a clear link to the sales side. This type of marketing can be very easily quantified and its impact on sales can be accurately measured.
Some activities, though, are more subtle. Things that get your company better known in the marketplace will help the sales process, but not as clearly as direct response or "click here to buy" activities. They are qualitative in impact but no less important.
Effective public relations, for example, will certainly influence your target market by keeping your name top of mind in the people you want to buy from you. This type of activity, of course, is nowhere near as measurable as more direct things. Does this mean you shouldn't do it? Absolutely not!! It does mean, however, that you need to stay awake and find ways to gauge how successful these more subtle activities are in making the sales process easier.
Here's the bottom line. Take time to clearly and accurately define what marketing means specifically for your company, and define how it can make the sales process easier. Don't just accept any published definitions, no matter how exalted their sources.
About The Author
Trish Lambert (http://www.trishlambert.com), principal of 4-R Marketing LLC, is an experienced marketing consultant and creator of the 4-R Marketing Model™ for service businesses. Very much a "non-conformist" in the marketing world, Trish produces measurable results with marketing that drives revenues for her customers.
Target Audience – One of the Four P’s
Do you know who your target audience is? If you don’t know, you are not maximizing your advertising and/or marketing efforts.
A marketing strategy blends the elements of the marketing mix, also known as the four P’s (product, price, placement, promotion). The promotion element involves communication, and one type of communication is advertising. The advertising strategy combines the elements of a creative mix. This mix includes the target audience, product concept, communications media, and the advertising message.
In order to create an effective advertising message, it is important to know who your target audience is. The target audience includes the end-user, the person who makes the purchase, and the one who influences the purchasing decision. For instance, McDonald’s target audience is made up of children and their parents. The children influences their parent’s purchasing decision. Therefore, McDonald’s advertising message is directed toward the children, as well as their parents.
The process of determining who your target audience is begins with segmenting the consumer market; finding the right niche. This process begins with identifying groups of people with certain shared characteristics within a broad market. The categories of characteristics are geographic, demographic, behavioristic, and psychographic. Then combine these groups into larger market segments according to their mutual interest in the product’s utility or benefit. From these segments, choose your target market. Your target audience includes your target market. The target market in the previous McDonald’s example is the person(s) who makes the purchase. Target audience is larger than the target market.
Segmenting the business market is just as complex as segmenting the consumer market. Business markets are identified by using many of the same variables used to identify consumer markets. Additional variables used are business purchasing procedures, SIC Code, or by market concentration.
The product/service market consists of all types of consumers; however, groups of consumers have similar needs and wants. Begin with market research; identify your groups with shared characteristics; combine these groups into larger markets; and select your target audience which includes your target market. Before you create an effective advertising message, it is important to know who you are talking to. Do you know who your target audience is?
Rita J. Cartwright is a Virtual Assistant and owner of RJ’s Word Processing Services. She received a Bachelor’s of Science degree in Marketing from Arizona State University. More information about Rita and her company can be found at http://www.rjswordprocessing.com
A marketing strategy blends the elements of the marketing mix, also known as the four P’s (product, price, placement, promotion). The promotion element involves communication, and one type of communication is advertising. The advertising strategy combines the elements of a creative mix. This mix includes the target audience, product concept, communications media, and the advertising message.
In order to create an effective advertising message, it is important to know who your target audience is. The target audience includes the end-user, the person who makes the purchase, and the one who influences the purchasing decision. For instance, McDonald’s target audience is made up of children and their parents. The children influences their parent’s purchasing decision. Therefore, McDonald’s advertising message is directed toward the children, as well as their parents.
The process of determining who your target audience is begins with segmenting the consumer market; finding the right niche. This process begins with identifying groups of people with certain shared characteristics within a broad market. The categories of characteristics are geographic, demographic, behavioristic, and psychographic. Then combine these groups into larger market segments according to their mutual interest in the product’s utility or benefit. From these segments, choose your target market. Your target audience includes your target market. The target market in the previous McDonald’s example is the person(s) who makes the purchase. Target audience is larger than the target market.
Segmenting the business market is just as complex as segmenting the consumer market. Business markets are identified by using many of the same variables used to identify consumer markets. Additional variables used are business purchasing procedures, SIC Code, or by market concentration.
The product/service market consists of all types of consumers; however, groups of consumers have similar needs and wants. Begin with market research; identify your groups with shared characteristics; combine these groups into larger markets; and select your target audience which includes your target market. Before you create an effective advertising message, it is important to know who you are talking to. Do you know who your target audience is?
Rita J. Cartwright is a Virtual Assistant and owner of RJ’s Word Processing Services. She received a Bachelor’s of Science degree in Marketing from Arizona State University. More information about Rita and her company can be found at http://www.rjswordprocessing.com
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