Many businesses and sales people think they know the most effective way to attract new clients. They turn to the old, traditional methods of what is known as a push strategy – pushing themselves out there in any media or marketing strategy they can saying ‘hey, buy my stuff.’
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Velocity Selling TV Episode 40: The Most Effective Way to Attract New Clients
Bob: Welcome to Velocity Selling TV. My name is Bob Urichuck, founder of Velocity Selling and with us today is Matthew Whyatt down in the Gold Coast of Australia. This week is another great week for you I trust Matthew?
Matthew: It is another great week. Did we explain what G.R.E.A.T. stands for?
Bob: No, go ahead.
Matthew: Well, G.R.E.A.T is Getting Really Excited About Today.
Bob: You got it. And why are we excited about today?
Matthew: Because we’ve got another opportunity to serve customers and breath, I guess is another day on planet Earth.
Bob: You got it. So, we talked about retain strategies, and regain strategies. Tell us a little bit about a game strategy. What are some game strategies that businesses and people can apply?
Matthew: Well look Bob, a lot of the sales people that I come across when I first start coaching and working with businesses, I ask them what they are doing to get new customers. And most of the time it’s all about what the business is doing for them. What the business is doing for them in regards to radio or TV or newspaper, or magazine, or social media or whatever those normal, ‘traditional’ ways of actually bringing business in for the sales people. And so very quickly, oh go ahead…
Bob: Oh, I’m saying it’s kind of like following that push strategy- we’re pushing information out all the time.
Matthew: Yeah, that’s right. It’s the constant marketing message of ‘hey, buy my stuff’. In the new economy of buyers people are far more informed, people are able to Google you and really if you’re just selling your ‘thing’, your widget, you’re going to be commoditised in about half a heartbeat and really there’s always somebody that can probably do it cheaper than you, probably lower quality. And so what we need to do as sales people, we need to be positioned as the experts, or business owners need to be positioned as the experts. And something that sticks in my mind as a chuckle is nobody ever yells to a crowded room ‘quick, get me a generalist!’ So, how do you position yourself as an expert? And this is something that you teach in the system and now I teach to people is how does a sales person become individually of great value? There’s a whole range of ways. You can do that through your LinkedIn profile, you can do that through offering value. Now that’s not just buy my stuff through Facebook or buy my stuff through LinkedIn, it’s actually you’re acting in conversations that are currently running. Offering value, offering ideas, perspectives on your industry because you are the subject matter expert – well hopefully you’re the subject matter expert. So reading articles and being able to, when you’re dealing with your clients, offering them value. Another great way that I use and that everybody is capable of using, is speaking to groups. Speaking to groups is- so I was saying to a real estate lady the other day, and I said, so how often do you think in a networking situation where you have the opportunity to take twenty minutes to just tell a person how clever you are and how good you are by demonstrating value? Very rarely because that’s a conversation, we want to give the other person a chance to talk and those conversations are going to be, a little bit, shall we say, superficial, and then we’ll go into breakfast and then we’ll say goodbye, nice to meet you, thanks for your card. Whereas when you’re speaking to a group, you’ve got local star power, everybody’s sitting there watching you, and then you’re, rather than doing one on one, you’re actually doing one on many. And that’s probably the best marketing strategy I can offer anybody watching today is learn a fifteen minute to twenty minute high value talk in your particular industry and offer that to networking groups.
Bob: That’s right.
Matthew: And right away, people will come up to you towards the end of the session to ask you further questions and you’ve immediately raised yourself above the normal individual out there in the market place who are competing against you.
Bob: So what you’re saying is go out there, add value to the masses, not selling, not pitching, but just going out and helping people make better decisions, live better lives. And by giving them value they will see you as an expert and if they want your services, they’ll come to you. So what you’re describing here is a pull strategy.
Bob: And that is really what Velocity Selling is all about because we like to attract, engage, and empower buyers to buy. Well, that’s excellent Matthew, thank you very much for another great session and I look forward to seeing you next week.
Matthew: Thanks Bob, bye for now.