Archive for Client Builder Marketing

People Buy Emotionally; They Only Justify Their Decisions Rationally

Dale Carnegie may have been the very first person to articulate this fundamental truth about selling when he said that: “When dealing with people, let us remember, we are not dealing with creatures of logic.  We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity.”
Dan Sullivan of the [...]

The First Rule of Small Business Marketing: Narrow Your Marketing Focus

One of the biggest challenges in any business, but especially small businesses, is to overcome your prospect’s lack of trust.    What this means from a selling standpoint is that you shouldn’t try to be all things to all people. You really must find a target market.
This may not sound like big news, but it is [...]

The Better You Are At Prospecting, The Better You’ll Be At Selling

If you aren’t prospecting on a regular basis so as to have a pipeline full of potential clients, your ability to sell will be compromised. The reason lies in your mindset.  If you only have a handful of opportunities with which to meet your business objectives, every deal becomes a make or break situation.  With [...]

Study Proves that People Buy Emotionally

For years, pundits have claimed that people buy based on emotions, and they justify their purchase with reason.  While this notion seemed true, and many marketers put together ad campaigns which reflected this belief, it wasn’t until recently that researchers could actually prove it scientifically.  The following news story University of Florida News (August 1, [...]

Why People Buy – According to the Experts

People change when the consequences of staying put are worse than the consequences associated with changing.  There is a large body of psychological and organizational research concerning the dynamics of change. The research shows that the decision to change is usually made as a response to negative situations and, thus, is driven by negative emotions.  [...]

Fishing for Prospects

I don’t expect that I will ever be invited to participate in any upcoming bassmaster fishing tournaments, but I have fished enough to know that before you set off on a fishing trip you need to make a few decisions.  These decisions are same decisions that a small business owner or sales professional must make [...]

Defining Your Ideal Client

In prior posts we have explained how important it is to identify your ideal target client.  Upon stressing this with our clients, the first question they ask is how should we define them?  I recommend that you define your target market according to the following parameters:
Demographics – These are the common physical characteristics of your [...]

Marketing Strategy Before Tactics – Identifying Your Target Market

Every week I encounter businesses that hope to improve their sales and marketing results by redesigning their website, optimizing it for the search engines, or jumping headfirst into social media.  While these are often great tactical ideas and something that every company needs to do sooner or later, these efforts will not be effective if [...]

Like It or Not, You’re In the Business of Sales and Marketing!

Every time our country experiences a recession, a new group of the recently downsized decides to try going into business for themselves. Regardless of the business they choose, they will find themselves in the business of marketing and selling.
As a marketing consultant and sales trainer I am clearly biased as to the importance of being [...]

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