Fear of Listening….. Affects small business management, small business marketing, small business starts and most everything else associated with small business survival and growth.
Fear manifests itself in many ways. In my experience, the most detrimental fear that business owners (management) have is that of unknown people calling on them to present a new product/service or idea. As much as the owner or management team thinks that they can be totally self-sufficient, in reality, they are missing great opportunities to learn.
In developing marketing strategies for small businesses we dedicate a lot of time figuring out how to break down barriers that their target market has put in place. In identifying a target market we first examine the value( benefits) that the products or services provide. I have seen businesses complete studies on their target market that, in my opinion, allow the provider to know as much if not more about the needs of a business than a business owner.
A “win-win” solution is possible. Let’s look at it from both the business selling a product or service and the business being asked to buy.
- Always sell the end results of your product/service.
- What benefits will the user receive?
- In what ways will it help their business grow?
- What makes you (personally) and your product/service different from the rest of the market place?
Recipient, The Target Market:
- As a target market, you are bombarded with many different “sales” approaches including: newspaper adds, telephone calls, cold calls, letters, brochures, e-mails, etc.
- I ask my clients to keep an open mind for opportunities outside their own comfort zone which may possibly help grow their businesses.
- With telephone calls or direct visits, I ask my clients to say, “In a minute tell me how my business will benefit by my visiting with you”, If it’s interesting, I set an appointment; if not,” thank you but it doesn’t fit into my business plan”.
- With all other types of marketing, if the product or service is of interest, I ask them to initiate a call and ask the same questions. If they hear the right answer, then they can schedule an appointment.
All business owners will have to eventually sell their products or services. Do you have a one-minute talk that explains your benefits to your target market?
Do it NOW. Time is money. Work smarter, not harder. There’s always enough time for the important things. Alan Lakein
Nick J. Petra CFP Call today to find out how to make 2013 the best year ever with a special offering.
Nick can be reached: firstname.lastname@example.org or at 602-989-1592
Make it a successful today!