How to Increase Sales by Being a Market & Product Expert

Developing your marketing appeal to the largest group of buyers is the difference between growing slowly or rapidly with more leads than you can handle.  You'll be the rare business owner or entrepreneur that can focus the sales team on both market expertise and product expertise. Here's how... 

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Visualize you have an audience of potential buyers where they are told they had to come but did not have to stay.  How do you keep them in the room?

Research by Chet Holmes in his book, The Ultimate Sales Machine, shows that only 3% of the people who can benefit from your product or services are ready to buy now and another 7% are open to the idea.  Assuming you can identify those 10% cost effectively that’s still a small number?  What if you could arouse the attention of the other 90% and re-educate them about their market vs. trying to sell your product immediately?  

If you use the direct approach with who’s buying your specific product/service you’ll get the 3% response.  What if you go with market approach, “The 5 Ways You’re Wasting Money and Time with ABCD?”  That will grab their attention for a little while and want to know more.  

The premise - offering to re-educate them on something of value vs. simply trying to sell them your product/service positions you as the expert and separates you from your competition.  Can you see how this makes it a lot easier to get appointments and enable you to get in to see just about anyone including the 90 percent who were not buying now.  Since the information was so good, it established the salesperson as an expert rather than merely a salesperson.

Want to serve Your Buyer Better…?  Be a Market Expert vs. a Product Expert

• Market data is far more motivational to your buyers than product data

• How does the market data make your products and services more important
• Apply this research as part of your marketing and sales appeal

ActionITEM:  Do a brainstorming session with your team on what industry market research you can re-educate your buyers on. Look at the findings historically to determine the amount and rate of change.  Give your buyers context that arouses their desire to know more about how your products and services benefit them.  

Want to know more on how to be a Market Expert vs Product Expert?  Then let’s talk.

Call me at ph:  972 291 5566 or eM:  StephenMarino@ActionCOACH.com

And we’ll get your sales team opening doors faster and more easily than directly selling products and services.