Part 2. “MARKETING PROFESSOR’S BOOK PROVIDES BLUEPRINT
FOR ENTREPRENEURS”
California State University Dominguez Hills
From interviews with entrepreneurs you conducted for the book, you developed 21 accelerators. What are your essential tips for how to sell a product or service?
The biggest thing is listening. By not listening and just thinking about what you want to say, you miss opportunities to gather important information. In asking good questions, you find out what people’s needs are and how you can meet them. You convert their needs to your values.
The second thing is trust. Trust builds sales. It drives expectations, successful delivery, repeat sales, and referrals. One example of how to do this is by immediately dealing with customer dissatisfaction. Acknowledging it and fixing it quickly can lead to a higher level of trust. Once a problem has been fixed, and fixed quickly, occasionally remind your customer you did so.”¯It’s another form of invisible marketing.”¯
Third is developing your Unique Selling Proposition (USP). What do you have to offer that people can’t get anywhere else? Ask peers, prospects, friends and family to weigh in. Your USP should be the core message for all your marketing and sales efforts.
Fourth is always building relationships. Where do you have people that you’re meeting on a regular basis? Maximize your networks. Do you belong to a Chamber of Commerce, a PTA, or the YMCA? Let people know what you’re doing. It’s a perfect opportunity and costs you nothing.
Colman is a speaker, author, and CEO of the Closers Group, a business development advisory. He teaches Principles of Marketing (MKT 350) and Marketing Management (MKT 459)
FOR ENTREPRENEURS”
California State University Dominguez Hills
From interviews with entrepreneurs you conducted for the book, you developed 21 accelerators. What are your essential tips for how to sell a product or service?
The biggest thing is listening. By not listening and just thinking about what you want to say, you miss opportunities to gather important information. In asking good questions, you find out what people’s needs are and how you can meet them. You convert their needs to your values.
The second thing is trust. Trust builds sales. It drives expectations, successful delivery, repeat sales, and referrals. One example of how to do this is by immediately dealing with customer dissatisfaction. Acknowledging it and fixing it quickly can lead to a higher level of trust. Once a problem has been fixed, and fixed quickly, occasionally remind your customer you did so.”¯It’s another form of invisible marketing.”¯
Third is developing your Unique Selling Proposition (USP). What do you have to offer that people can’t get anywhere else? Ask peers, prospects, friends and family to weigh in. Your USP should be the core message for all your marketing and sales efforts.
Fourth is always building relationships. Where do you have people that you’re meeting on a regular basis? Maximize your networks. Do you belong to a Chamber of Commerce, a PTA, or the YMCA? Let people know what you’re doing. It’s a perfect opportunity and costs you nothing.
Colman is a speaker, author, and CEO of the Closers Group, a business development advisory. He teaches Principles of Marketing (MKT 350) and Marketing Management (MKT 459)
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