Tags, Labels and Key Terms for this article: inbound marketing, in-touch selling, communications, interpersonal skills, personal follow-up, subject matter mastery, tangible, intangible, selling yourself, selling a complex service, effective messaging, marketing strategies and tactics, better client relationships, self=growth, business growth, building trust, credibility, presentation skills, statistical aids, visual aids, supporting your statements with facts, TNNWC, Douglas E, Castle, efficient use of time, cost-benefit analysis, SENDING SIGNALS blog, THE GLOBAL FUTURIST blog, THE INTERNATIONALIST PAGE blog, services for growing your business, getting personal, the art of convincing, marketing consulting services, justifying substantial fees, marketing strategies...
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"The more complex or expensive your service offering, the more explanation and interpersonal action are required" - Douglas Castle
The above quotation is truly worth evaluating in terms of your product or service offering. Especially in the case of an entrepreneurial enterprise which is marketing to smaller companies (i.e., start-ups, established small businesses, emerging enterprises...and even some medium-sized prospective clients).
If more intangible and customizable your service is, the more of an explanation will be required in order to even get the prospective client to understand it, and how it may servie his or her needs. And a more complex explanation will generate more questions, increasing the need for you to relate and communicate closely and interpersonally with your prospect. Your prospect needs the simplest possible explanation of benefits to serve as a door-opener -- but after that, you, as an expert, as a new acquaintance, as a prospective resource and as a Human being will have to "sell" yourself as well as the service. This requires an investment of time, and study. You are convincing someone of your utility, knowledge and integrity. If you are a not selling $49.00 CD series, or a basic, tangible "gizmo," inbound marketing (where people find you on the internet) will not generate push-button or shopping cart sales.
Those of us who provide very complex services need to reach out an touch those who inquire about our unique service offerings. You must be a powerful communicator, a persuasive personality and have a tremendous, spontaneous command of your subject matter.
The investment, on your part, is great; but the rewards can be tremendous -- not mere transactions, but RELATIONSHIPS which translate to ongoing annuities.
If your offering also happens to be expensive (relatively speaking), be prepared to quantify the reduction in cost or increase in revenues to your prospective client. Have facts and figures (sometimes a pie chart chart is a homey touch) ready to support all that you claim. Every prospect is analyzing, either consciously or subconsciously, the cost-benefit ratio of using you and your service. This last part bears repeating...YOU and YOUR SERVICE.
The credibility of the messenger is as important as the strength and validity of the message.
Now you may go have lunch.
Faithfully,
Douglas Castle
MAD MARKETING TACTICS™ !
Get MAD... Get CRAZY... Get MOVING... Get ATTENTION!
Visit us at http://MadMarketingTactics.blogspot.com
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