To really help yourself get established in your sales and marketing efforts, study up on your ideal customers’ market or industry. While you may have several different ideal customer profiles, pick one that you are most interested in, one which has a sizable potential for sales. Becoming an expert in an industry takes time and effort so be smart about your choice. Remember, your ideal prospects are companies like your best customers because they are most likely to have needs like those you are solving already.
Once you choose where you want to initially focus, start reading up as much as you can about it. Naturally, the Internet has a wealth of information on almost everything imaginable. The problem is that not all of it is accurate or true so you need to read broadly. A great source of information is to get a subscription to industry publications, most of which are free to people in that industry, including vendors. Also, get involved in one of the trade associations – one to which the people you want to contact actually attend.
There are at least three purposes to your doing this research and getting involved in a low key way:
1. Learn the jargon, the words and expressions used in that industry so you blend in as one of them. Don’t just parrot the words. Be sure you understand what they mean and how they are used. Being an expert means you know the language.
2. Find out what’s important to the people you want to reach, i.e. what are the challenges they are experiencing that they want help with.
3. Become known as someone who contributes to their community.
o I found when I was in credit union computer system sales that managers
who’d met me at several chapter meetings were likely to see me on a cold
call because they recognized me and my commitment to their movement.
If you want to fit in with your prospects, get to know their industry or market. Use their jargon properly yet sparingly. You want to blend as one of them. Read, listen, and learn what the members of this community care about. Then you will be able to offer a solution that they already know they want. Don’t forget, though, your heart-centered, soft sell sales approach means this industry information is only foundational so you fit in. You still need to ask prospective customers about their specific needs and interests. Then you’ll find sales fun, fulfilling, and mutually rewarding.
Here’s your opportunity to chime in: please comment on how fitting in with your prospects has worked for you.
My first Kindle eBook, How Relationship Selling Rewards Small Businesses, went live on April 24, 2012. https://amzn.to/2BaP2AH I've lived a lifetime of service and spiritual search so it's natural for me to incorporate these attitudes into my work. I believe that selling and marketing are spiritual service when done with a heart-centered, relationship selling approach. All of business success comes down to building strong relationships.
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