By Nicola Bonfanti - Talent Dynamics for Sales
There are three basic pre-requisites to being successful at selling which are open to ALL profile types:
- Believing in your services, products and yourself. See ‘What is Blocking Your Flow of Sales?’
- Understanding and caring about your prospects. See ‘One Thing That Differentiates Trusted Selling From Bad Selling’
- Being able to communicate what you sell to your target audience in a value-driven way to solve their problems or achieve their dreams.
Making People Feel Great!
As a Supporter coach and trainer my goal has always been to make people feel great about themselves, to achieve things they didn’t think they could, to reach the potential I see in them which is not as limiting as the potential they see in themselves.
If you listened in to Roger James Hamilton’s interview with Michelle last week you will have heard him say a similar thing and point out that if your sales and marketing is focused on people’s problems, they feel like a victim and keep the information to themselves.
If however, you focus on what they are proud of and good at, they will want to shout it from the rooftops, share it with everyone and thus give you a firm recommendation which is much more valuable than any email campaign coming directly from you.
So are your emails and social media posts giving value, is there something your prospects can learn from, take away and use, share with their clients and colleagues?
Is that value relevant for everyone on there? If you don’t know the answer to that question or you are guessing, ask them. We get in the habit of sending the same email to our entire database whether it is still relevant for them or not. By asking them, you’ll be able to target your marketing with more relevance and value for your different audiences.
Are you listening to your clients? Communication is a 2-way street. Once they have come back to you, reply. Amend their emails from now on accordingly as much as you can so that you demonstrate that you have listened, you care and only send relevant content and ideas to them in future.
Roger talked about an engagement tree rather than a marketing funnel. The implication is that prospects can follow their own paths with you rather than you pushing everyone in the same direction towards the same end.
This implies sophisticated email and database software but even without that you can have different messages for different segments of your audience and whilst that may seem time consuming the results are bound to be higher within smaller targeted groups than the same message going out to thousands and not being read by the majority of them.
Roger’s final point was: Don’t get seduced by big numbers in your sales and marketing but focus on the smaller group of trusted people who you can support and who support you by sharing their experiences of you to the wider audience.
Nicci Bonfanti will be leading one of the Break- Out sessions at the Trust Conference on September 11th.