How does learning how to fish improve your marketing? Well, for a start they both share similar concepts, such as:
- Deciding on exactly what type of fish you are after
- You will require the right tools / equipment (targeted lists, research, marketing materials)
- You will do better if you know where they are located (geography or venues they attend)
- You need to understand what bait will attract your game (lead offer)
- You should study the best ways to handle them when they are hooked (dealing objections)
Right at the beginning of your marketing journey you must identify what your target market is. It does not matter whether you are a professional service provider to the consumer market or your business sells to other businesses, the same approach applications. Many businesses struggle due to ill defined markets – how can you craft a message to an audience if you do not know who you are addressing? This lack of focus can lead to expensive and ineffective marketing results.
Make sure you have marketing materials such as information or product sheets, flyers, case studies, pricing models, FAQs, testimonials etc to provide to your suspects and prospects. The better these material are in answering any questions you prospect may have, the more they handle the "heavy lifting" in the marketing / sales process. If done properly this material can presell for you prior to a face to face presentation or follow up call.
Know the events you are most likely to encounter your target audience, such as trade shows, conferences, seminars, business chambers. What magazines, newspapers and newsletters do they read? What social websites do they frequent?
As for bait, what information / products / services are they hungry for? It is not good enough to take the approach of thinking that they need your services, therefore they are open to your message. Most people need certain things, but we tend to buy based on our wants . Our wishes are deep emotional drivers that will dictate our buying actions. You need to become very aware of what these drivers are for your market. What is the "pain" that your offering or solution will ease or remove?
Handling objections is part and parcel of the sales process and if you want the least painful approach to this challenge, here are some tips:
- Sit down and write out all the objections you can think of or that you have heard of in your experience (regarding your product / service). Some of these may be – "Too expensive", "Not Interested", "It May Not Work", "How Do I Know It Is Good?", "I Do not Know You" …
- Draft a Frequently Asked Questions (FAQs) sheet that presents the objection in question form – then goes on to answer and resolve each objection. This will go a long way to reducing the amount of questions and resistance encountered during any follow up or presentation activity. Then you can spend time discussing your prospects issues and your solution rather than fielding objections.
- Include this FAQ sheet in you marketing kit along with testimonials from satisfied clients, and your service offerings.
Concentrate on a crafted message to the right audience with an irresistible offer to build your business. Learn how to fish and you will always beat your competition!