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Archive for August, 2010

“Focused Mass Marketing” is Not An Oxymoron

Posted By Michael Roby | Monday, August 23rd, 2010

When we speak of mass marketing, advisors often turn up their noses. “We don’t use telemarketing or direct mail,” they say. Mass Marketing is defined as, “Broad-brush, unfocused attempt to appeal to an entire market with one basic marketing strategy utilizing mass distribution and mass media. Also called undifferentiated marketing.” (www.businessdictionary.com)

The problem with mass marketing is the lack of focus. However, speaking and seminars provide a great way to mass market in a focused manner.  There are a wide variety of civic organizations, retired employee organizations, and others that would love to have you present a program that tells ablout you and your services. Also consider networking organizations as a way to mass market in a more focused manner.

I practice what I preach. On September 9 I will be speaking at the Midwest Speakers Bureau’s Got Talent Speaker Showcase. Meeting planners from across Iowa will have to opportunity to hear eleven quality speakers in one location.

Consider how and where you can speak in a focused manner to a target audience that wants and needs your services.

Good selling!

The Most Dangerous Single Word In Selling

Posted By Michael Roby | Saturday, August 21st, 2010

Often, sales technique or lack thereof is subtle. Recently I attended a business luncheon in St. Paul, Minnesota at a rather well-known restaurant. Significant business transactions are some of the main fare at this establishment, known for fine food and deal-making. While waiting for my client, a party was about to be seated, and the hostess asked one of the ladies in the party if a certain table would be acceptable. Then another lady in the party – the salesperson – said to to her guests – and the hostess – that “I have several documents that I want to show you, and I want to be able to spread them out.” As a result, another table was selected for seating the party.

You may ask what is wrong with this scenario. Aren’t you supposed to control the selling environment? What was said that was so wrong?

The most dangerous word in selling is also the shortest – the word “I” kills more sales than any single word or phrase. Closing rates plummet when the most frequently used word in a conversation or presentation is “I”. Simply change the focus to the prospect by changing your words. In a famous 30-year study, Yale University determined “You” is one of the 12 most persuasive words in the English Language. Our focus should be on our clients first, and our words support us – or sometimes they betray us.

So how could this lady have better controlled her selling situation? First, by telling her prospects that, “You will want to be able to see some documents I have prepared for you, so why don’t we get a table when you can spread them out?” Second, by getting to the hostess early, she could have expressed her need for a larger table in a more private area.

Placing the emphasis on the client and their needs instead of yourself and your needs always helps position you as a client-focused advisor.