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SpinDistribute.com Article Directory

The following article was published in our article directory on October 23, 2017.
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Are You Marketing Hope?

Article Category: Marketing

Author Name: Eric Mulford

My focus for several years was insurance sales. Before insurance, it was product sales. Either way I discovered a simple thing - before a sale can take place a whole bunch of marketing has to happen.

Most salespeople don't like marketing and it shows up in their sales results. The two are linked but considerably different. Let's distinguish them before we go any further.

Marketing is building a path so that:

People who want to buy find you
Get to know you
Come to trust you
Are ready to buy from you

Sales is the actual process of:

Making the presentation
Closing the sale
Taking the order
Delivering the goods

Obviously the secret to great sales results begin with effective marketing. But what do you market? Most sales people confuse what they market with what they sell.

I've met very few sales professionals who are in this position. Most salespeople have marketing problems not sales problems.

No matter what you sell. No matter what you deliver. Solid success principles are built on hope. What you must market, if you're to be effective at all, is HOPE!

Marketing hope is the key ...

Your potential buyer is looking for hope. What they buy is hope.

If something happens they'll have the money to carry them through the experience, they hope that. They hope that if they die their children will be cared for. When they retire they will have enough assets to live as they choose, they hope that. They hope they can win a battle with a critical illness and not lose their house in the process. They hope this product will make their life easier or simpler or whatever. Focus your communications skills on marketing hope.

Evaluate your efforts ...

Look at how you're selling. Are you pushing a product without providing some hope that your potential buyer will realize because of the purchase?

Look at what you're selling. Have you identified how your product fulfills the promise of hope for your potential buyer? Does it promise hope?

Look at who you're selling. Do you know or can you identify with their need for a hope fulfilled by your product?

Look at your customer problem-solving techniques. Do you solve from a position of hope?

Have you considered that a broken promise destroys hope? Are you doing all that you can to make sure you don't destroy hope in your potential client by putting down the competition?

Ask yourself questions ...

You know that questioning is important in a sales presentation. As you perfect your questioning skills you improve your closing ratio. When was the last time you asked the same level of serious, probing questions to yourself?

Schedule a review at least once a quarter to see if you need to tweak something or if a complete overhaul is in order.

Evaluating what you're offering from your potential buyer's perspective is essential to marketing hope success.

What do they require for a bright future? What dreams and hopes do they have that can be fulfilled by what you're offering? Are you a person of hope or a person of "doom and gloom"? If your competition is offering the same thing as you, are you offering hope be criticizing them? Have I made a list of at least 10 ways that my product and my business can offer my clients hope? Have I seriously considered the place that hope has in the human condition? Am I serious about marketing hope or is this just a gimmick to get sales?

Realize that if you don't have a line of people at your door wanting to buy from you then you have a marketing issue not a sales issue. Marketing hope is what gets the line at the door.

Marketing hope ... it's the only hope you have of increasing your sales!

Keywords: marketing hope, success principles, problem-solving techniques, communication skills, eric mulford,

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