Most small to medium-sized companies try and tackle marketing on their own. By that I mean, they appoint someone in the office to handle the "marketing stuff" and then they go back to the daily work of their business. In this post, I’m going to show you three of the most common mistakes we see companies make when it comes to marketing and what you can do today to fix them.
Not Educating Your Prospects
Do you find yourself frequently competing on price alone to close a deal? If so, STOP DOING IT TODAY. Seriously, competing on price is a loser’s game; it’s a race to the bottom. There will always be someone willing to do the job for less. The secret that we know is that someone working on tiny margins has to do huge volume to make it in the business. The reality is, if you run into competition that runs that way, they aren’t going to be able to do as good of a job as you, simply because they have to do 3 jobs to make what they should make on one job. Rather than racing to the bottom and letting the customer fixate on price, you must differentiate yourself from your competition by educating your prospect on the value and customer experience that you provide. Here’s a list of questions that you can address in your presentation that will help position you as an expert worth their wage:
- Why should I buy from you over someone else?
- What will buying from you do for me?
- What guarantees do you offer?
- How are you better than your competition?
- They have to know you and what you’re selling
- The have to want what you are selling more than your competitors
- They have to know that the sooner they make a decision, the sooner life will get back to normal
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