Are,You,Marketing,and,Selling, marketing Are You Marketing and Selling What People Buy?
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
Do you ever wonder if youre speaking a different language thanyour prospects? You may have recently launched a business,designed an innovative process or purchased state of the artequipment that leaves the competition in the dust, but no matterwhat you say or do, you aren't attracting as many prospects asyou need.Lauren called me from Michigan with just such a concern. She andanother friend had opened a fitness salon about a year ago.After a careful analysis of the local chain's facilities, theyhad invested in next-generation equipment that provided manyadded features. Yet, a year after opening, and doing everymarketing activity they could think of, they still weren'tattracting enough clients to pay the rent.The problem wasn't lack of effort. The problem was thatprospects didn't understand the benefits or higher value ofLauren's fitness facility.Remember the best selling book "Men Are From Mars, Women Arefrom Venus"? A key point of the book is that men and women seemany things differently, and express themselves differently.If you have children, you know that the same is true of parentsand teenagers. What's important to you is often unimportant toyour seventeen-year-old, and vice-a versa.Sometimes you wonder if the two of you are speaking the samelanguage. You've probably learned to get your child's attentionby talking about their needs and interests. These may includesports, movies and access to the family car.Prospects and business owners have different perspectives aswell. You may be focused on the costly and state-of-the-artequipment that enables your enterprise to function. Yourprospects primary concern, on the other hand, is that you solvetheir problem or get the job done, and your equipment andprocesses are of secondary interest.Lauren's marketing focused to a high degree on the higherquality equipment her salon provided. She was talking hydraulicsand variable resistance. This approach wasn't pulling in newclients.Due to shoulder surgery, my exercising has been recentlyrelegated to a local fitness salon. My objective is to stay asfit possible so when my shoulder heals Ill be able to get backto the sports activities I enjoy.Do I relish exercising on a recumbent bike or treadmill? Ofcourse not. When I mentioned this to Lauren she replied,"Everyone hates the machines." People work out regularly because they want to achieve aparticular goal. They want to get fit or lose those extrapounds. People go to a fitness center like Lauren's because theywant to look and feel better. If you own a fitness salon, don'ttalk equipment, talk about what it does. Talk about caloriesburned, weight lost, muscle tone, strength, feeling healthy,improving at tennis or on the ski slope, looks and self-image.If you want to attract more clients to your business, whetherit's a fitness salon or your accounting practice, make sureyou're speaking the same language as your prospects. Yourconcerns in getting the work done may be different than yourprospects' and clients'. They are concerned with the problem yousolve for them.Whether it's in your ads, your marketing brochure, your web siteor in your sales conversations, speak in your prospects'language. Speak in terms of their concerns, problems and goals.When you communicate to prospects in terms of their priorities,you'll get their attention and their business.
Are,You,Marketing,and,Selling,