The Internal Job of Sales
Here’s an amazing thing: Despite the fact that our economy is business-based, sales and marketing work is often considered less than respectable. The reason, of course, is that sales and marketing practices are too-often aimed at hype and deception.
Consequently, business owners and staff sometimes balk at the idea of beating their own drum. They want to sell their goods (that’s where the paycheck comes from), but they don’t want to be seen as salespersons.
That’s a tough spot to be in.
Part of my job is helping businesses identify why someone would want to buy their products or services, then to translate those unique selling points into written, visual, and audible content both the staff and prospective customers clearly understand.
Once everyone concerned gets the picture straight, prospects and customers are amazed at the difference.
Selling doesn’t seem so shady when the focus is on serving instead of on selling. The job of a business is to solve problems for people. That’s why effective sales strategies begin with identifying the problems your products and services will fix.Sales don't happen in funnels. People don't live there (Don Sturgill).Click To Tweet
Marketing Strategies That Work
During 2009-2010, I helped a Small Business Development Center (SBDC) work towards vitalizing a business incubator in Utah’s Navajo Territory. I loved the work and the people. I wrote more about that experience here: Is This One Fatal Mistake Killing Your Business?
That experience helped me combine several simple, yet powerful, concepts into one program aimed at getting would-be entrepreneurs to move from the idea stage to the business start-up phase. I called it “The Dream Into It Program” or “The DIIP (pronounced “The Deep”).
I’ve taught the DIIP to audiences ranging from county jail inmates to corporate in-house teams. You can find out more about that program here: DIIP 2016.
After working with the DIIP (a time/life management system that gets results), it became apparent that the framework could be adapted to help businesses develop a marketing system.
DIIP Marketing can not only help you get more business, it can help you better define your business and align it to your goals and dreams.
Here are the key actions you’ll cover in the DIIP Marketing System:
- Determine a strategy to get from where you are to where you want to go
- Identify your core clients and customers
- Decide how to differentiate yourself from the competition
- Prepare core marketing messages that speak directly to your audience
- Optimize your website to support sales and marketing
- Get your entire team on track and headed in the same direction
- Find out how to leverage social media, email, ads, etc. to build business
How to Outsell the Competition Every Time
Here’s a fun look at one of the principles of smart marketing…