Marketing Strategy - Shift the Focus

Most of the service providers I've worked for or with don't like marketing or selling. In fact, a lot of them will say they "hate it." At the very least, they'll tell me they don't think they are very good at it.

If you ask them why it is they feel this way, you're most likely to get some common responses such as:

"When do I have the time? I'm busy enough as it is."

"I don't know where to start."

"I don't know what to do."

"I've tried networking, but I don't ever get anything."

"I just don't have the gift of gab."

"I'm a _________, not a marketing or sales person."

When you ask those same professionals what it is that they like to do, you're likely to get something such as they love to solve problems or help their clients do something that they can't really do for themselves. They enjoy being able to provide valuable information to those who need it the most, their ideal clients.

What they don't understand is that positioning themselves as problem solvers is also a better approach to marketing.

Shift your focus from 'having to market and sell yourself and your services' to 'being a provider of information and a solver of problems for your ideal clients.' You'll not only enjoy the journey more, you'll actually become a better and more successful "marketer/seller." That's right! Don't focus on trying to convince, persuade, or sell. Take the pressure off yourself. Provide information to help solve problems and provide solutions and you'll build more business.

People (including businesses) hire or buy services because they have a problem, pain, issue, or some other business or personal need that they don't have the time, the skills, or the inclination to address for themselves.

People and businesses realize they can't, and frankly don't want to do it all. Of course, you knew that. But why aren't they buying those services from you?

You see when you're marketing and selling, you tend to focus on trying to persuade and sell. You talk a lot about and share materials that are focused on who you ARE, what you HAVE, what you can DO, or what you KNOW. We most often market the features and services we want them to buy from us. I'm sure you've been there ? trying to convince we have the capabilities, persuade that we're the best option, and sell the features and benefits of our service(s). What doesn't get explained is what they GET from working with you.

Many business owners believe it's a numbers game. We're led to believe that if we tell enough people, eventually someone will recognize the value and say, "Hey, that's just what I've been looking for." But this leads to a lot of rejection. No wonder you don't enjoy marketing yourself.

Shift your focus. Clearly articulate the problem or problems that you want to help your ideal clients solve when communicating with prospects and referral sources and they will begin to listen. Then, if you can demonstrate credibly that you can provide a solution to that problem, they'll want to know more. You're going to enjoy the process a whole lot more and you'll be amazed at how much more successful you'll be!

(c) - Kevin Dervin, KPD Marketing

About the Author:

Kevin Dervin is focused on helping small businesses that are ready to grow, but struggle with how to consistently attract more clients. Visit http://www.proven-small-business-mar keting-solutions.com for more great marketing information you can put to use in growing your business today.

Find Kevin's Kansas City based KPD Marketing practice at http://www.ABCDgrowth.com and subscribe to his free ezine called ABCD Grow.

---

Peddling Your Own Wagon Through Local Exposure

In my e-book "Articles That Sell", I've shared the secret... Read More

Promotional Magnets: Promotion that Sticks

Some people are happy with just a business card. For... Read More

The Art of the Business Card

Use a business card as a note pad for recording... Read More

9 Highly Effective Marketing Tips

Here are 9 low-cost but highly effective marketing tips to... Read More

21 Ways To Expand Your Subscriber List

Expanding your subscriber list, whether it be for your ezine,... Read More

Trade Show Events ? Do?s and Don?ts

You can love it or you can hate it but... Read More

3 Ways to Gain and KEEP Customers Using Postcards

In today's competitive (sometimes cutthroat) marketplace, savvy business owners need... Read More

What The Heck Is An Eponym, And What Does It Mean For Your Brand?

Today I've decided to share with you a new word... Read More

3 High-Impact Fixes For Your Marketing Woes

How many times has your competitor gotten one over on... Read More

Write It and They Will Come ? 5 Ways that Written Information Products Can Help You Build Your Busin

Whether it's a downloadable report available from your website, a... Read More

7 Tips for Successful Postcard Marketing

Simple low-cost postcards have become a valuable business tool for... Read More

Neuromarketing: Smart Marketing Or Jedi Mind Control Trick?

In the international bestseller "Blink," Malcolm Gladwell explains why our... Read More

Trigger Button Marketing

Sometimes, experiencing bleak sales is a matter of failing to... Read More

So What Do You Do?

Once you have the attention of a business prospect, at... Read More

Psychology of Setting Prices

Pricing is one of the four major components of marketing.... Read More

A Different Perspective On The No-Call List

The other day I received an e-mail from an internet... Read More

The Top 10 Wild and Wacky Ways to Market Yourself for Big Visibility

In today's competitive world of business, it takes moxie and... Read More

Effective List Management Can Save You Big

Let's talk about how to keep your postage costs down.So... Read More

Postcard Direct Mail Marketing Tips And Ideas

Postcards are perhaps the least expensive way of reaching a... Read More

Marketing to Women -- Can I Buy You A Clue?

A while back a small business owner paid me a... Read More

Profitable Marketing Programs Part 2: Figuring Break Even Point

In Part 1 -- I discussed how to consider both... Read More

Lead Generation: What Is It worth?

Our business environment has changed dramatically. Companies must now be... Read More

Fair Measures Corporation

A case study in online "thinking outside the box" The... Read More

Market Research ? How Good is the Data?

"Make money for taking surveys"," Cash for your opinion", "Make... Read More

Niche And Grow Rich

Unless you've been living under an Internet rock, you've probably... Read More

Top Web Site Blunders by Coaches, Consultants and Experts

Of all the web sites belonging to coaches, consultants and... Read More

Network Your Way to Success- 12 Tips to Jumpstart Your Business

Lots of people network but few reap the rewards of... Read More

How To Recognize Your Niche Marketing Agenda

Starting a business, whether it's retail products or services, must... Read More

Marketing On The Cheap: Become a Joiner

Recently I wrote an article on the benefits of joining... Read More

An Internet Marketing Strategy that Works

You can't put up a beautiful (or any) web site... Read More

Why You Buy

Behavioral economics is a new science that sheds light on... Read More

Motivate Your Market Force

IntroWant me to tell you something on how you can... Read More

One-Two-Three Punch Marketing

Printed material is just as important today as it was... Read More