|
OMNIPOTENT
MARKETING INSIGHT #5:
|
The Myth Of
Relationship Selling...
Revealed At Last
"The
second you quit being the ‘Best Deal’ for your customer,
he’ll drop you like a hot potato!"
(regardless of how many lunches you’ve bought him or birthdays
you’ve remembered).
Every business
says the same thing about their sales force. They say that
their industry is different from all the others. The only
effective way for their salespeople to sell is to develop
buddy-buddy relationships with prospects and customers. This is the
same story from printers, bankers, jewelers, accountants, industrial
equipment manufacturers, office equipment distributors...and every
other industry that sells “stuff”.
The argument
usually goes something like this:
“You see,
in our industry, people put a lot of thought into this type of
decision. They just don’t go out and buy from whoever has the
prettiest advertisements. As a matter of fact, we still have many of
the same customers from when my grandfather owned the business. Now
their grandsons buy from us. You just can’t change these things
overnight.”
Relationship
Selling Is A Myth.
Like all myths, there are some elements of truth to it. Yes, it’s
true that your customers should like you. Yes, it’s true that you
can’t necessarily influence big buying decisions overnight. But get
one thing perfectly clear - your customers buy from you for one
reason: they believe you have “the best deal.”
Now, their
definition of what’s the best deal may be different from the next
person’s. But generally, it has a lot to do with a combination of
things like convenience, quality, consistency, service, and price.
Usually, about 80% of a given target market will have the same
needs, the same problems that they want solved, and the same
attitudes about buying. If you can solve their problems in a
cost-effective way, then getting their business is just a matter of
staying in front of their face long enough to let them know you have
the answers they need.
Don’t Manage Cherries. Manage Trees!
The cherry tree
is a useful sales analogy. Like fruit on a tree, prospects must be
cultivated in a certain way if they are to ripen into sales.
Unfortunately, most salespeople spend 80% of their time managing
leads and trying to build relationships...individually managing each
cherry on the tree. If the prospect doesn’t happen to be ‘ripe’ at
the exact moment the sales rep makes the call, the prospect is
overlooked. It goes rotten. At best, the prospect gets the annoying
monthly phone call from the salesperson who invariably says, “Are
you ready to move on those widgets yet?”
With the MYM
System, you spend your prospecting efforts on the entire tree.
You provide the tree with light, water, and nutrients - and it bears
fruit. You provide your entire target market of prospects with
information, education and knowledge until it becomes self-evident
to them that you are the only logical choice when it comes to your
products or services.
When the time to
purchase is right, and the prospect figures out that you are the
best deal, he doesn’t really care WHO you are. He only cares
WHAT you have to offer him. When you finally sit down face-to-face,
it will be to discuss details of the sale - not to ‘persuade’ him to
do anything. So nurture your prospects along the way with on-going,
decision-facilitating educational information while they’re on
“tomorrow buyer” status. When they’re ready to buy, they’ll buy
from you.
Learn
Proven, Innovative Marketing Strategies
& Tactics To EXPLODE Your Revenue
And Grow Your Business...
In Just 7 Days!
The MONOPOLIZE YOUR
MARKETPLACE system is a step-by-step program for innovating and
marketing your company. We’ll show you how to first, BE better than the
competition and second, DO marketing better than the competition so that
you become the obvious choice to do business with.
MYM On-Demand
is the
latest in eLearning technology featuring broadcast
quality video, stereo quality sound, and
fully-synchronized slides in a
complete, interactive
rich streaming multi-media presentation.
This is the first and ONLY online marketing resource of
its kind. It teaches you step-by-step how to enhance your marketing efforts
through a proven method called the
Monopolize Your Market System.
It shows you how to win more business and to make
more money.
CLICK HERE to begin
Monopolizing Your Marketplace Today!
|
This ebook is brought to you by:
[={yourcompany}]
|
Copyright © 2005
MYM Marketing
&
MYMOn-Demand.com.
All rights reserved. This publication is
sold with the understanding that the
publisher is not engaged in rendering
legal, accounting, or other professional
advice. If legal advice or other expert
assistance is required, the services of
a competent professional person should
be sought.
© COPYRIGHT 2005 ALL RIGHTS
RESERVED WWW.MYMONDEMAND.COM |
