{"id":16260,"date":"2023-11-09T15:35:24","date_gmt":"2023-11-09T15:35:24","guid":{"rendered":"https:\/\/thebusinessculture.co.uk\/hey\/?post_type=know-how&p=16260"},"modified":"2023-11-09T15:38:24","modified_gmt":"2023-11-09T15:38:24","slug":"marketing-v-selling","status":"publish","type":"know-how","link":"https:\/\/thebusinessculture.co.uk\/hey\/know-how\/marketing-v-selling\/","title":{"rendered":"Marketing v Selling"},"content":{"rendered":"

Marketing v Selling <\/strong><\/p>\n

I was reading a post the other day \u2013 posted by a well respected friend of mine who is an awesome marketeer.\u00a0 I respect his skills as a marketing Guru.<\/p>\n

However \u2013 his post was totally inaccurate from a sales point of view. He stated, to increase your sales, get used to prospects saying \u2018No\u2019.\u00a0 He went on: - prospects are not saying no to you (they ARE), so don\u2019t take it personally. They\u2019re saying \u2018No\u2019 to the offer, the product or the costs.\u00a0 Let me be clear \u2013 they ARE saying \u2018No\u2019 to YOU.\u00a0 People buy from people, right?\u00a0 So, if people DO buy from people, they\u2019re also NOT buying from people.\u00a0 Take it personally, take it very personally AND learn from it.<\/p>\n

The upshot of his point was that if we (YOU) get used to hearing \u2018No\u2019 you will not be put off and will give more presentations and when people say \u2018no\u2019 you won\u2019t stop presenting.\u00a0 So basically, your work rate will go up, but you\u2019re expecting \u2018No\u2019 results.\u00a0 That can\u2019t be good for your psyche or mental health, can it?<\/p>\n

Here\u2019s where sales and marketing differ.<\/p>\n

Marketeers bring in leads, any lead will do.\u00a0 Sales people (like me) want fewer generic leads and more specifically-interested-in-my-product leads.<\/p>\n

WHY would you work so hard at attracting prospects when you\u2019re expecting them to say \u2018No\u2019?<\/p>\n

My solution is this, and I COVER it in greater detail in my book.\u00a0 Advertise to find the right prospects, people who are in the market for your offerings. THEN, price condition them BEFORE you go and present to them.\u00a0 I would NEVER go on an appointment (driving costs, time costs, loss of income from \u2018Yes\u2019 prospects) before I have gotten an idea that the prospect understands what I am offering and a rough idea of the price implications.<\/p>\n

In my presentations I will kill off the competition (ethically and with the prospect\u2019s understanding & agreement), by the time you deliver the price, they ought to think you\u2019re UNDER-charging them.\u00a0 With this style of presenting, you will invariably get \u2018Yeses\u2019 not \u2018No\u2019s\u2019<\/p>\n

As for validation of this point \u2013 I never get a \u2018no\u2019 after my presentation.\u00a0\u00a0\u00a0 Occasionally (less than 3\/10) I will still get a \u2018money objection\u2019 but you\u2019re never going to win them all.\u00a0 If you have a strategy (justified price drop, \u201cIf I can \u2013 Will you\u2026?) to overcome a money objection, you have a great chance to sign it up.\u00a0 Got to be better than walking away happy with a \u2018No\u2019 yes?<\/p>\n

I sell a lot of stuff and I SELL IN TODAYS MARKET PLACE.\u00a0 It works for me.\u00a0 What\u2019s your thoughts, am I wrong?<\/p>\n

For future newsletters \u2013 let me have your thought on topics I can cover and bring (hopefully) fresh insights to stuff you may have challenges with.<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing v Selling I was reading a post the other day \u2013 posted by a well respected friend of mine who is an awesome marketeer.\u00a0 I respect his skills as a marketing Guru.","protected":false},"author":12313326,"featured_media":16262,"template":"","know_how_category":[],"class_list":["post-16260","know-how","type-know-how","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/know-how\/16260","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/know-how"}],"about":[{"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/types\/know-how"}],"author":[{"embeddable":true,"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/users\/12313326"}],"version-history":[{"count":1,"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/know-how\/16260\/revisions"}],"predecessor-version":[{"id":16261,"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/know-how\/16260\/revisions\/16261"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/media\/16262"}],"wp:attachment":[{"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/media?parent=16260"}],"wp:term":[{"taxonomy":"know_how_category","embeddable":true,"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/know_how_category?post=16260"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}