Increase Sales Blog

Yesterday’s posting discussed how talk radio gets education based marketing. Today, this posts explores “What does a compelling marketing message sound like?”

Would you like to be in the 30% who realize 8 hours of pay for 8 hours of work specific to your employees productivity or the 70% where you employees are draniing your profit coffers? Sales Training Coaching Tip:  Cite your sources such as: These statistics are from a fairly recent  Gallup Poll

To be able to educate does demand your know your:

• Products or Services
• Industry
• Industry of your target market
• Target markets or markets
• Current potential qualified customers (prospects)
• General market place trends – Local, regional, state, national and international)

Sales Training Coaching Tip: Make sure you have a written marketing action plan along with a written executive marketing summary. This will help you work smarter not harder.
The other implicit demand is to focus not on your or your products or services, but your potential customers and his or her needs.

This shifting may result in you being uncomfortable especially if you have engaged in Product Based Marketing. Yet this traditional approach is beginning to die on the vine even for multi-billion dollar organizations.  For example, Pespi has announced it it stepping away from its past marketing activities during the Super Bowl game and now is pledging $20 million in a social media education based marketing campaign.

One reason for this change from product based marketing to education based marketing is because people are literally and figuratively overwhelmed with data, information and knowledge. Potential customers do not have time to scour the Internet, read the lastest journals or attend local economic seminars.  They are looking to others to help them and if you can provide viable, succinct information without misleading them using a compelling message then you have their attention.  In other words, you are now the Red Jacket in the sea of gray suits.

Maybe you are thinking “I don’t have time to educate!”? Let me ask you one question: Do you waste at a minimum of 12 minutes a day between 8am and 5pm? Given that research about productivity and time management suggests the majority of people waste at least 1 hour a day, then you probably have the time. This is not a case of time management, but rather self management. And that is the subject of the next post – your ability to stay on task, to out sell, to be the top sales performer.

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