SALES: THE FINER DETAILS
Ok… So how did you go with building connections? Genuine connections, not GIMME GIMME GIMME business like some desparado in a dingy night club or bar!
we’re you surprised at how many people were willing to catch-up for coffee??
I’m going to assume you enjoyed the catch-up, discussing your businesses, the weather, and i have no doubt you listed the million things you can do and fact sold the heck out of it… “I do digital marketing for boutique businesses and we are the best in our field because we do it differently than all our competitors… Blah blah blah…”
I’m going to stop you right there!!!
I know what you’ve heard and what you’ve read but let me assure you, you’re not in KANSAS (…anymore – sorry it just felt like i needed to finish that for you to get my humour)… And you should NOT be pitching like an American salesperson (sorry guys, we still love you but your sales pitch makes us want to puke and is very off putting at times… Except for the few poor souls that get sucked in by ‘getting rich tomorrow’ ideas, they eat your enthusiasm and dreams up every time…)
Anyway, I digress, let’s get REAL! 2 things;
- You absolutely need to know what it is you do and how you make them feel (most people wont remember what you say but will remember how they feel afterwards). Not “Hi i’m Geoff from Bookkeepers N Numbers, and I do BAS statements and pay…” Sorry i couldn’t even finish that… Even my eyes glazed over as i was typing it… Try “Hi I’m Geoff of BnN and I improve busy business owners lives…” Which leads to being asked… “How?!” … To which you can reply… “I give busy owners back time and help them rest easy knowing a fully qualified tax agent with 20+ years experience is taking care of all their accounts so they can spend time on the important things in life, like family, and best of all they still GET PAID on time” … So which version made you want to ask more questions?!
- So you know what you do? But who needs your help?!!! For goodness sake please DO NOT say ‘anyone’ OR ‘everyone’… NOT even Apple or Google markets to ‘anyone/everyone’… Don’t believe me? Just ask a homeless person whether they care about google ads, youtube and/or iphones… Better still, ask the population around the world that live off $5 a day what they think?! So you need to work out the ‘demographic’ of your ‘idea client’… Anyone remember the old ‘chat online days’… A/S/L?!! Age, sex, location… That’s a start… But if there were 10,000 people aged between, 25-30, were female and lived in one of Melbourne’s suburbs, could you handle them all to a high degree if they all knocked on your door at the same time? No…? So break it down further… Who out of those have kids? Which is dual income? What car do they drive? What clothes do they buy? What coffee shop do they hang-out at? Now you might be left with 500 people, could you handle that? No…? Keep going, keep getting more specific and just get yourself 20-30 ideal clients that are exactly what you are after when starting out! I’m sure that will keep you busy to begin… And if you do well, just watch the power of ‘word-of-mouth’ in action…
These two simple sales / marketing tools will be great for you but enormously helpful for those people you caught up for coffee… They may know a few immediately and may give you a test job if you can back-up your claims of the quality of your work… But this blog is already long enough and that’s for another time… Until next time, GO GET REAL!
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