“You” Sales And Marketing

Sales and marketing is about creating customers and the way to do that is to focus on them and not yourself. Your success depends on being able to engage, understand and serve your customers and the starting point of building a relationship is speaking their language.

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Gone are the days of the authoritative marketing voice commanding receptive consumers to change their lifestyles and buy products. People do not like to be marketed to just like they do not like to be sold to. Yet people still buy more than ever and need expert guidance more than ever. What is the answer to this dilema?

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Interest is the magic ingredient that makes the sales and marketing engine work. No matter how good your product is, no matter how many happy customers you have, no matter how well you present your value proposition, it does not mean anything unless you can spark initial interest on the part of the customer.

The ”You”-Centric Sales Process

How you create interest – and whether or not this is even in your hands at all – is another question. You can gain prospects through a variety of sales and marketing methods: cold calling, e-mail campaigns, trade shows, articles, booths, flyers, direct mail, advertising and so forth. Here is the dialog to engage in the sales process at that point:

Sales And Marketing For You: Qualification

(1) What are you looking for?

• What problem do you have?
• What are your goals?
• What would you like to do?
• What are you currently doing?
• What would you like to change?
• What would make this purchase a no-brainer?

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(2) Did I show you what you are looking for?

• Would that help you solve your problem?
• Can you see how that would allow you to…?
• Is that something useful in helping you to…?
• Is there anything you are looking for I missed?
• Are you satisfied that your investment will be justified?
• What do we need to do to get you started?

The Customer Comes First!

Sales And Marketing For “You” emphasizes what most good sellers and marketers today will tell you: your success is based on helping your customer succeed. Not only that, you must speak their language while designing solutions and operating your business with them in mind. You exist to serve your customers!

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Get To Know Them: You must be able to engage, communicate effectively and build relationships in order to create customers. Get to know your customers. Any piece of information they give you can be vital.

Speak Their Language: Sales and marketing is about the customer and their needs and not you, your company or your solution. Any feature you talk about should be attached to a benefit for that specific customer

Understand Their Need: Why is your customer talking to you? Unless they simply like to talk – which may be the case – it is because you have something they are interested in. Find out exactly what they want

Cater To Them: Customers usually buy for 1 or 2 reasons in terms of a problem you can solve for them or a need or a want that you can fulfill for them. Beyond this your key differentiator and most important asset is your relationship

The Final Piece Of The Puzzle

As you mature in your relationship with a customer you go from ”sales and marketing mode” to just being you - albeit a professional “you” - and back. Just think about your mode of behavior when you first engage a customer and years later, or when you talk about baseball versus a product feature.

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This is where the “You” philosophy pertains to your personality. In essence you go from talking about the customer exclusively in a very personable manner to talking about business in a more professional manner. What changes is the customer’s level of interest in your solution and knowledge about your value proposition.

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In the beginning, the customers does not know you or anything about your solution. You engage with a personal approach around your key value proposition to see if they are interested. If they are, you can being the sales process. If they are not, there is not much else you can do beyond asking a couple of clarifying questions.

What you should keep in mind is that being ”You”-centric is primarily how a conversation starts and as the customer gets more engaged they begin to ask questions. It is at that point that you begin to talk about yourself, your company and your solution without being too technical and always leading back to what the customer is looking for.

Visit The Sales Lead Center for detail information and scripts pertaining to cold calling and engaging prospects to turn them into customers.

Get help with sales, marketing & strategy!

Sales and MKTG Values"You" MessagingThe Latest TrendsSales Process ManagementSales and Marketing Consultant

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"YOU" and not "ME"! 
Hi, This is a great concept and I like it very much!! It is so true that most sales and marketing professionals focus WAY too much on themselves... …

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