We live in tough economic times, and the challenges before us are difficult, but certainly not insurmountable. As business owners, we are constantly on the lookout for those things that will either make our business function easier, wring more profit out of our efforts, or both. That is the beauty of the free enterprise system. Our success, or failure, is within our ability to control.
Business has changed
Much has changed in the way that business markets. What an understatement, and the changes are coming at greater frequency. A high percentage of business owners now believe that marketing their products and services is absolutely essential, but the problem still remains regarding determining who they should turn to for help.
FIRST: The first step should be to look for someone who will sit down with you and ask the right questions in order to understand your challenges and desires. A “cookie cutter” approach does not work well with any type of marketing.
SECOND: After the needs are fully addressed, look for someone who will give you options. You should be able to step into a plan that fits your needs, as well as your marketing investment budget.
THIRD: Marketing on the Internet in particular is changing rapidly, so finally, you should look for someone who will stay with you, in effect partnering with you for your success.
and then SHUT UP!
Silence can be your most powerful sales tool!
More often than I care to admit, I have witnessed a sales person talk a prospect right out of an order. It is possible that you are right now thinking of a situation where that happened to you.
If you receive a “hot buying signal”, ask for the business, but make sure you let the prospect speak next. No matter how awkward the silence may seem, it is necessary for the prospect to answer in order for you to evaluate how convinced they are. Many times the prospect will raise an objection that had not surfaced to that point, and now you have a chance to answer the objection and ask for the business again.
Don’t be your worst enemy when it comes to closing business. Ask, shut up, and then listen. The concept is easy, but the execution can be difficult.
