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But There Are Specific Methods You Should Use
It comes as no surprise that people are often looking for the “secret” to accomplishing something. We’re all searching for a secret way to make our incredibly busy lives a little simpler. Not only are we working with clients, we’re marketing, writing articles, sending monthly newsletters, attending networking events, meeting with prospects and much more. Then we have our families and friends, and the time we set aside to spend with them.
We all know that there’s no secret formula to business success, however, there are processes and methods you can use to simplify things for both you and your prospect. Even with these methods, success requires a lot of hard work, persistence and time.
Why Are You Doing This?
Michael W. McLaughlin, author of The Formula for Marketing Success, says that there’s a marketing formula you can follow to attract clients and will help you stand out from the competition.
“Maybe it’s not magical or secretive, but there is a ‘formula’ for breaking away from the pack, and the top consultants know and use that formula,” McLaughlin says. “In my opinion, what separates an average consultant from a highly successful one begins with how each one answers this question: ‘Why am I doing this?'”
While your answer might be because you enjoy what you do, and that you must make a living, neither of these answers will help you stand out. Although they’re valid reasons, you should differentiate yourself based on your purpose, and the quality of your offerings. Mr. McLaughlin believes a clearly articulated, strong sense of purpose will attract clients to you. Find a purpose that’s honest and tangible, yet also serves to fulfill your client’s needs.
What Do Buyers Need and Want?
Deborah Flate, author of Selling vs. Presenting: Why You Must Know the Difference, says that really talking with your prospects will create a unique meeting. There are specific things that will help you make a sale, such as collaborating with the buyer, uncovering their needs and speaking their “language.”
The conversation must go beyond small talk; ask open-ended questions and listening intently. Just ask the questions, don’t lead or prompt the prospect; you won’t sell them anything without a full knowledge of what they need. Once you’re aware of their needs, you’ll be able to collaborate with them and determine a solution that will fulfill those needs. This type of collaboration is vital to the sales process.
Nancy Bleeke, in the podcast interview Why Sellers Must Collaborate with Buyers, says buyers need help sorting out all the information they’re given in order to make the right decisions. Keep in mind that buyers have a huge amount of information available to them before they’ve even begun speaking to a salesperson.
They need “someone who’s working with them who does identify their needs but also is looking for their problems, opportunities they can help them capture, and their wants, which is the emotional aspect of selling,” Bleeke says.
It used to be enough for a salesperson to use his/her expertise in order to show how the solution fits. However, nowadays, they must use their expertise to collaborate, working with the buyer and acknowledging the information the buyer has already obtained. It’s the salesperson’s job to sort through all the details and data, and help the buyer make the right decision. Nancy believes that selling involves conversations that guide someone to do, or decide on something.
Watch Your Language
It’s important to speak the same language as your buyers; it will strengthen your connection with them, moving the sales process forward. In her article Do You Speak the ‘Language’ of Your Prospects?, Anne Scarlett says it’s important to ask good questions and “parrot back their language.”
“Listen very carefully to everything your prospects say, and weave their exact words into your own materials/content/conversation when appropriate,” Scarlett says. “Get a crash course on the relevant technical jargon. Listen carefully to the terminology. Identify any jargon similarities between the two sectors. Take notes, and ask questions so that you don’t misuse terms.”
When using this information, adjust how you frame your message, and tweak your core message and proposition to fit the prospect’s language. Making an effort to speak your prospect’s language will result in stronger connections, and increase the speed of the sales process.
Can Ulistic help you win new business? We focus on LEAD GENERATION and MARKETING for our top MSP clients. We work with only the top MSPs around the world and strive to help provide the foundation of their success. Call 716.799.1999 ext 102 to learn more about how we can help your MSP business.
Stuart Crawford serves as Creative Director and CEO with Sebring, FL and Fort Erie, ON-based Ulistic, a specialty MSP Marketing firm focused on information technology marketing and business development. He brings a wealth of knowledge and experience pertaining to how technology business owners and IT firms can use marketing as a vehicle to obtain success.
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