The trouble with most sales training is that it tries to teach people how to sell. Where selling is portrayed as a battle of wills and wits between the reluctant, awkward prospect versus the cunning, wily salesperson, which the salesperson can win with the right tools, techniques and “tricks of the trade”.
- opening gambits
- qualifying the prospect
- overcoming objections
- closing techniques
- 3rd party negotiation
- asking for the order
… and numerous other arcane and “dark” arts that the would-be customer cannot be allowed to find out about. Because if they found out, it would remove the salesperson’s advantage and we can’t allow that, can we? How are we going to get hold of the poor sucker’s (sorry – prospect’s) money if we let them see that they’re being sold to?
BUT if “selling” worked
- there’d be no need for “tricks of the trade” to make a sale!
- there wouldn’t be so many salespeople and their managers and employers spending money on an apparently inexhaustible supply of books, seminars, training courses, exhibitions, conferences, etc. about “selling” in the belief that they could and should be selling more… if they only knew how.
What does work is repeatedly and deliberately creating the circumstances in which people actively want to buy what you’re offering.
And this is where “Marketing” comes in. Marketing is everything you do to attract people to your goods/services. It’s the publicity item, the product brochure, the billboard, the website, the social media postings, the newspaper/magazine ad, the sign above the door, the livery on the vans, it’s everything you put “out there” to show people who you are and what you do and that you‘re open for business.
Of course, knowing what Marketing is and knowing how to use it for best effect in your business are two entirely different things…
… which is why you should call in a Marketing specialist (ahem!)
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