Everyone wants to buy and they want to buy from YOU

Me carrying a load.

Me carrying a load.

The art of selling has changed, especially if you’re a new sales rep or a new business opening its doors. Authenticity reigns supreme at this day and age. No longer can you hide behind your marketing and PR. People will find out about you through Google, a Yelp review, Tweet, etc… Fancy sales lingo and closing techniques are things of the past (although I’m sure some still work).

PEOPLE WANT TO BUY

No one wants to be sold. Marketers used to tell people what they want. Now it’s a discussion or it should be. As a marketer you should put all the information you have out there. That’s what we’re accustomed to now. We’re information junkies and we want to load up on the info before we buy. If we’re interested in buying, we’ll ask you a question. Please don’t shove it down my throat.

Think about this – not too long ago if you wanted to buy a car, you’d see / hear the ad, visit the dealership, talk to a sales rep, negotiate and away you went. Now, it takes 2-3 months for the average person to go through the process of buying a car. For me, I had a general idea of what I wanted, so I went online and searched through a ton of info (customer reviews, spec sheets, videos, price comparisons, etc…). When I was ready to BUY (noticed how I didn’t say ready to be sold) I went to the dealership for a test drive.

My wife and I were interested in a hybrid and the Toyota Prius came to mind (Yes, we’re THOSE people). We popped into the dealership, got hooked up with a sales rep (this part of the sales process is still the same) and off we went for a test drive. We liked the car, so the negotiation began. Instantly I could tell the sales guy was going by the book (aka script). He was relatively young, and he’d only be doing this for a year or so. I commend him for going by the book. Why? Because that’s what our managers tell us to do. “Here use this script and all of your dreams will come true.”

Unfortunately, those managers have been out-of-touch for a couple years on what people want because they haven’t been ‘pounding the pavement’ like the sales reps. And they’re out-of-touch with the new generation of buyers.

BE YOU 

We’re intelligent beings (for the most part). We know when you’re reading from a script and when you’re uncomfortable. We can sense it. The easiest way to sound confident and to be confident about what you’re selling is to be you. Be your genuine self. How many people 30-years-old and younger have ever bought something from a telemarketer? My estimation is slim to none. We know you’re reading from a script and we know you only have one goal in mind…to SELL us something.

When I started out in the sales world (everyone is in sales in some way, btw), I used scripts and techniques that were passed down to me. I read countless books on the sales process and human psychology. I tested everything I learned from those books, managers, and scripts and what did I find? When I CONNECT with people and put them into a position to BUY. They buy ME first. Not the product or the service I’m peddling. THEY BUY ME. Then, they buy the product / service.

Why do they buy me? Because I’m genuine. I’ll tell you things most people keep as secrets. I’ll tell you things my managers tell me not to say. I’ll be as open and honest as I can, so you can make an intelligent buying decision. That’s my personality and that’s who I am.

Maybe you’ll buy me, maybe you won’t. Business is a series of rejections. If you stick with being yourself, you’ll find plenty of people who accept you. Those people are your fans. Continue pleasing your fans and you’ll be very successful and very fulfilled. Don’t lead with the product or service. Lead with what you know best…YOU.

Love you,

Jordan

PS. My wife and I ended up buying a different hybrid from a different sales rep. He didn’t use scripts, he told stories and gave us the information my wife and I requested to make an informed buying decision. I was a fan of his because he was real.

I’m already busy, so I don’t need to advertise

I’m hearing this statement quite a bit as the economy starts to heat up. Here’s the thing, YOU’RE WRONG!

Never stop marketing your product to as many people as possible for the least amount possible

Apple, McDonald’s, Samsung, Tim Hortons, Subway, Ford, GM, Toyota and the list goes on and on and on. They all advertise consitently, whether it’s a slow month or an extremely busy month. They understand the value of awareness. Although a consumer may not be in the position to purchase their product right now, when the consumer is ready to purchase the aforementioned companies want their brand to come to mind.

Also, if you are THAT busy, maybe you should consider expanding your business, whether it be opening another store in a different neighbourhood or expanding to another city. Maybe you can advertise the fact you need more sales people to sell your product / service. Or find better quality service people to handle the increased workload. Whatever it is, never stop. You always want to be top-of-mind.

There are thousands of messages clogging the consumer’s brain every day. What makes your message stand out? If you’re not in the consumer’s face or mind, you don’t exist. You’re merely burning money on rent, staff and other operational expenses.

The best

The best and most profitable businesses understand this very simple recipe for success. Advertising your message 52-weeks a year to the most amount of people for the least amount of money works. And it works really well. Even if your message is shit, it will work (for a short period of time, but it’s very difficult to sell a shitty product / service over a long period of time).

You may be saying, “I don’t have enough money to advertise 52-weeks a year!” QUIET! You do, you just haven’t allocated your resources properly. If your annual sales budget is $100,000 your marketing budget should be $2,000 – $10,000 (2 – 10% of your sales budget). However, I’m sure your sales budget is much higher than that. Then again, your marketing budget is probably significantly lower than 2 – 10% of your sales budget.

Psychology

When it comes down to it, it’s all about psychology. There’s no way you’re going to have the marketing budgets like McDonald’s, Apple, etc… That’s fine you don’t NEED to. All you need is some money and a different mental framework.

Like the example above, you can stretch $2,000 – $10,000 very far on almost any marketing medium whether it be digital or a more traditional medium like radio or print. You won’t be able to reach the amount of people McDonald’s will, but you’ll still be able to reach someone…anyone. 100 people is better than 0.

For example, a restaurant launched and they only advertised to a 40-unit apartment complex next to their restaurant. They printed off some letters they made in Word and put them in the apartment complexes mailboxes. And they did this repeatedly. Needless to say, they owned that apartment complex. I can dive deeper into this story if you’d like. Shoot me an email at effUmarketing@gmail.com and I’ll elaborate. Again, someone is better than no one. Figure out who you can afford to own and own the shit out of them.

No excuses, be relentless

You need to market you product. Whether you’re busy or not. Whether your marketing budget is in the millions of dollars or hundreds. There’s always a way to reach people. You’ll have to spend some money, but you’ll reap the rewards in the long run. It’s not a sprint, it’s a marathon.

As always, if you need some guidance, reach out to me on Twitter or effUmarketing@gmail.com.