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The Survey Says
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Pat Hassett, President of SalesNow!, helps small businesses and Independent Professionals to increase their sales, their profits and their customer loyalty. He draws on more than 30 years experience in sales, sales management and sales support roles across several industries. To learn more, go to www.salesnowonline.com or write to info@SalesNowOnline.com
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Marketing 101 for the uninitiated
By Pat Hassett
Many people start a business doing what they love, or at least what they're good at. They have their own field of expertise, but it's not marketing or sales. They haven't thought about having to convince others to share their enthusiasm for their products or services. And they generally don't know how to go about doing so. But here is the reality check: you can't stay in business, provide for yourself, your family or your employees if you don't sell something.
In talking with many new business owners, independent professionals and small business chief executives, it is clear they share similar challenges in marketing their businesses. They understand that marketing and sales are critical to their business success, but they don't have a system of proactive marketing and selling.
In a recent survey of readers of "Selling for Today," an industry newsletter, respondents identified three key areas where they struggle with marketing and selling.
The big concerns
First, the majority cited a lack of time as their number one difficulty in marketing their businesses. Second, maintaining relationships and staying in contact with prospects presented another major difficulty. Third was the challenge of developing a marketing plan.
These three areas are inter-connected. Developing a strategic marketing plan and a marketing calendar keeps you organized. Follow the plan and you'll know what relationship-building steps to take and when to take them, thus maximizing your available time for contacting and follow up.
"Selling for Today" readers also identified their major selling difficulties, with the top two being how to find qualified prospects make the initial contact.
Self-branded marketing maven Wendy Gray Maynard of Remarkable Marketing, based in Ashland, Oregon, recently published the results of an online survey she conducted. Similarly, her respondents indicated that they struggled most with keeping their sales pipeline full.
These difficulties potentially indicate that these business people haven't focused tightly enough on a niche market. Once you've identified who you'll market and sell to, the process of initiating contact and qualifying prospects is a matter of mindset and learned skills.
The right mindset
Perhaps the most troubling response to the surveys is the number of people who indicated their displeasure at the idea of selling or being stereotyped as a "salesperson." They believe selling is beneath their ethics and dignity.
There's good news for those who are squeamish about the sales process. You can maintain your ethics and dignity and successfully sell your products and services. It makes no difference whether you're selling to other businesses or to consumers. If you focus on their needs and wants, you'll earn your customers' trust and loyalty.
Concentrate on meeting your customers' needs and wants, creating benefits for their businesses and themselves and offering solutions that will make them look younger and feel better, save them money, reduce the amount of work they need to do, save them time, streamline operations, foster higher employee retention, increase sales, reduce costs or help them achieve their highest-level strategic priorities.
Throughout the selling process, position yourself as an advisor to your prospect, rather than as a salesperson with your own agenda. This fresh perspective will separate you from your competition.
The bottom line? Marketing and selling your products and services are critical to your business success. With proper planning and a fresh perspective you can market effectively and sell ethically and with dignity.
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