I had a conversation with a business owner the other day that decided to leave the four walls of his shop and start to drum up more sales, through cold calling on businesses within the local community.
I started to question him on this tactic, as I am still a skeptic of interrupting very busy people’s lives by ‘vomiting’ information about the ‘great services that we offer’ line to people I have never met. He then started to ramble off how his business gave great personal service, how he would be on call 24/7, that their business could give expert advice, yadda, yadda, yadda…..bllllurrrr (more vomit).
Three problems here;
1. The words service, expert advice, great product knowledge are throw away lines. How many businesses make this claim? Heaps. How many businesses don’t really deliver on this promise? Heaps more. Which business do you trust first? None
2. The business owner did not understand his target market’s problems. He also went through his marketing literature with me, and it rambled on about this vomit without addressing the target markets concerns.
3. Too me, cold calling sounds like hard work with little or no reward.
How to Sell Without Selling& #8232;& #8232;Now you don’t need to go out there and walk the leather off your shoes. In a world that is so busy you need to provide a unique offer that provides a solution to your target markets pain.
Find Out Where Their Pain Is: Do some research, ask some questions about what their problems are when they use a product or service in your market category. If your daughter wants a pink bike for Christmas to match all the other pink items she owns, you then buy her a pink bike. Same deal with your target market – what do they want?
Make a Promise That Heals the Pain: Now that you know what their pain is, what is your solution? There is a company now that picks up your luggage from your home or office, and drops them off where you are staying at. They claim to save over 6 hours on a return international flights. I hate waiting at airports for my bags; I actually want to call them now!
Offer Compensation if You Don’t Deliver: Remember these people don’t know who you are, so you need to grab not only their attention but move them to buy. So work out how you would compensate them so that you remove any fear they may have, that you will not be able to deliver.
Show Proof: Even with a great offer, with compensation you are still going to come up against some skeptics. Why? Because these people always need proof. To overcome this lot, have other people brag about you in testimonials and produce case studies of how you have delivered on your promise.
Once you have developed your unique offer, use it in all of your marketing elements. Actually make it the focal point of your business.
If you want to see how this is done go to www.profitmarketing.com.au and you will see our unique offer almost hit you in the face. Notice how we used this formula? It saves me time and the leather on my soles. And it gets us sales.
& #8232;About Profit Marketing
Profit Marketing is a marketing consultancy company that serves SME businesses in the Western Sydney region. Our success lies in delivTonyg continuous results for our clients through our ‘Profit Maximiser System’ which increases your profits through;
1. Diagnosing the problem
2. Implementing low cost strategies and systems for ongoing profit growth
3. Enabling you to become a marketing superstar
Profit Marketing has a simple pledge to our clients “Marketing Strategies that Increase Your Profits or Your Money Back”.
Author Resource:
Tony Gattari of Achievers Group is a business keynote speaker and guest speaker. His passionate enthusiastic style makes him ideal as your next sales speaker, marketing speaker or keynote speaker. Tony Gattari has worked with over 120 businesses. See http://www.achieversgroup.com.au for more info.
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