TRUE or FALSE (For Your Business): “Our marketing material inspires me.”

What happens when our Marketing Materials - the website, the flyers, the brochures, the leave-behinds - do not inspire us?

Well, think of it this way, if our own marketing material does not inspire us - moves us emotionally - what are the chances that they will inspire our prospective clients?

The faculty us humans have been given to make decisions is not intellect; it's emotion. We make buying decisions emotionally and justify them intellectually.

If our marketing materials don't inspire us, the probability that our prospects  will do business with us goes down - dramatically.

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"Our selling approach creates a deep emotional bond with our customers.": True or False (for your business)?

We have been taught a very bad habit in the selling profession. We have been trained to see the prospect as an unemotional, unintelligent automaton.

Because of this the whole sales training industry has invented "sales moves" that make the sales person look sleazy and slick. And while we make these moves, we hope that the prospect will never see them coming and will easily part with their money.

The truth is that the prospects have caught up with all the moves taught in the sales training seminars. Often they can make those moves much better than the salesperson!

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"We have an effective set of actions steps - a Marketing and Prospecting System - that we follow consistently to bring in fresh prospects.": True or False (for your business)?

A marketing and selling system is a set of activities and behaviors that you are committed to doing consistently over time.

With such a system:

• You can accurately forecast and predict your revenues, profits and cash-flow months in advance.
• You have control over the amount of revenues and sales you generate.
• Your month-to-month sales and revenues remain consistent so that you can avoid fluctuations in your sales volume.
• You save time and minimize wasted efforts.
• You can stay on track to the goals you have set for your business.
• You can focus your efforts and energies to the end result you expect.
• You can duplicate what works and eliminate what does not.
• You can teach the system to new employees, executives, partners and buyers of your business and continue to have the sales results you expect.

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"Our "closing ratio" is well above the average in our industry": True or False (for your business)?

There are FIVE reasons why the "closing ratio" - percentage of meetings that turn into business - is poor for a business and FIVE corresponding ways, PATHS, to fix those problems - once and for all.

FIRST PATH You are accepting Think-It-Over as a valid answer for the fear of getting a NO. In traditional selling, a NO is avoided like plague. Yet, studies show that 94% of the time your prospects tell you that he is going to "Think It Over" at the end of a sales meeting, he is really trying to tell you that he is not going to do business with you. By giving your prospects the permission to tell you NO, in advance, you establish yourself as a trusted advisor, as opposed to a pushy sales person. In the process, you stop wasting time with prospects who are not real prospects and spend more time with better prospects, with better chances of closing the sale.

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"Our prospects pay our HIGH prices without complaints": True or False (for your business)?

There are two stages in the buying process where your prospective customers will think of the price as an issue. First is BEFORE they meet you face to face, while being exposed to your business and its message in some form. At this stage, pricing will become an issue if you are easily comparable to your competition?s products are services. If you want to make the pricing issue irrelevant, you must be Dramatically Different from your competitor?s offerings.

Answer this simple question: what's ONE thing that your business does that no one in the world can as well as you do.

The answers may not come quickly, but the question will get you thinking. The answers to this question is key to finding out your Dramatic Difference. Once you know your dramatic difference, all you have to do is build it into your marketing literature and in your conversations with prospects.

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