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Vol. 1 issue #147 May 24, 2005                    


Creating Sales Conversations
©2005 by Charlie Cook


You've got a great product or service that beats the
competition by miles. Once you get in front of people or
get them on the ph0ne, they're sold. The only problem is
you're not getting enough of those initial conversations
with prospects started so you can convert them to clients.
Instead of having your ph0ne ringing of the hook with
requests, you feel like your firm is the best kept sėcret
in your industry.

Sound familiar?

Bob called from Alabama with just this problem. His company
manufactures creative, attractive and safe playgrounds.
Lately, salės have been flat, at best, and despite having
an outstanding product, his company isn't generating as
many salės as he'd like. Bob wanted to know how to start
more conversations so he can jump start salės.

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Kathy's General Info

Mother in California (me)   
Kathy Martin (user id: simikathy) is offline. Last login: 5/24/2005 10:04:05 AM 128 Friends
Member since 5/17/2005
mrs. Kathy Martin
Location moorpark, ca., United States
Interests money, entertainment, bussiness, health, excercise. family, music
Company allsolutions network
URL View allsolutions network's web site
Industry online storealso you can visit: http://www.reality-networkers.com/index.php?refid=254919


Want more conversations with prospects so you can sell your
products and services?

The first step to starting a conversation with someone is to
get his or her attention. In school, you raised your hand
and eventually the teacher called on you, of course, that is
what the teacher was paid to do. When you're marketing your
products or services, you can't just raise your hand and
expect prospects to call on you. Running an ad or having a
web site that describes your products or services is the
equivalent of raising your hand. It may have worked in the
classroom, but it doesn't work in the marketplace.

When you focus your marketing on yourself, your firm or your
products, it rarely works to get attention or start a
conversation. To engage prospects and get them to contact
you, you need to focus on their needs and wants.

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Bob explained that he had three different markets: day care
centers, municipal parks departments and architects and each
has different concerns. Parks departments concern is
durability and the safety of the materials used, day care
centers is the creative design.

As Bob clearly understands, each target market has their own
unique set of interests. These interests should be the focus
his marketing effort, not the company name, credentials or
product production techniques. Bob could be using these
insights to create a marketing message or set of marketing
messages to get the attention of prospects.

Through your experience you have a good idea of your
prospects' and your clients' concerns and interests. Take a
minute to jot down the top three concerns of each of your
target markets. Use this information to engage prospects in

If a stranger walked into your office, what's the first
thing you'd do? You'd say something like, "How can I help
you?" Not surprisingly, the same technique works wonders
when you combine it with your knowledge of prospects
concerns. Instead of touting your credentials or describing
your products, lead with a question to start a conversation.

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Bob could ask, "Want to learn more about improving the
safety and durability of your playgrounds?" Or a marketing
coach might ask, "Want to learn more about attracting a
steady stream of clients?" Or the line that suckers me every
time as an audiophile is, "Want to learn how to make your
stereo sound like a live perf0rmance?"

When we're one on one, face-to-face, starting a conversation
comes naturally to most of us. Beginning with a handful of
questions, you can quickly learn what someone wants and how
you can help them. Focus on your prospects' concerns with a
question or two and you'll get their attention. Offer them
something they want and they'll contact you.

One of the biggest mistakes people make in marketing their
business is to over emphasize closing the sale. What you
want to do is open the door to new prospects, start a
conversation and help them get what they want. Focus on
starting more conversations with your marketing and you'll
end up closing many more salės.

The author, Charlie Cook, helps service professionals and
small business owners attract more clients and be more
successful. Sign up for the Frėė Marketing Plan eBook,
'7 Steps to get more clients and grow your business'
at http://www.marketingforsuccess.com
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