Transforming Problems into Sales

My silent fish tank was no more. Enough water had evaporated to make the filter gurgle. It was highly annoying and I knew I wouldn't be at ease until it was silent again, so I filled the tank.

Did I fill it to satisfy a want or a need? Does it really matter? Probably not.

The gurgling tank was an unacceptable problem that required a solution: more water. I was able to solve the problem on my own. If it had turned out that my fish tank gurgled because my filter was broken I would have needed a new filter.

Filters Don't Flow from My Tap
Where would I get a filter? How would I decide where to shop first?

There is a pet store chain in New York City that has been advertising its business for decades. When I first moved to my current neighborhood I noticed one of their stores a couple of blocks from my home. I would go there for my new filter without hesitation. I know that they have fish tank filters, exactly what I'd need to solve my problem.

Do your prospects know you have exactly what they need to solve their problems?

To sell more you must demonstrate to more prospects that you have just what they want. There are two ways you can work toward this goal:

· Market to a larger audience

· Improve your marketing material to attract more attention

It makes sense to do both. You can sell more by using the same marketing material to market to a larger, targeted audience. You can also increase sales by enhancing your marketing material to be noticed by more of the prospects you currently target.

Marketing to a larger audience is simple but can be quite expensive and improving your marketing material may seem like a daunting task. You can make this second task easier by knowing how to approach it.

Help Your Prospects Focus on You
When your prospects encounter your marketing material they should experience the familiar feeling of looking in a mirror.

Creating a sense of familiarity for your prospects when they absorb your marketing material helps eliminate a barrier to making a sale. People are more likely to buy from someone with whom they feel familiar. When we see ourselves in a mirror we see a clear and familiar image.

You can create a sense of familiarity for your prospects by focusing your marketing material around their problems.

Problems tend to strike an emotional chord within each of us. When we have emotional reactions we tend to become more alert to our surroundings. You can take advantage of this reaction by including client problems in your marketing material. You will increase your chance of being noticed, remembered and making a sale by presenting your marketing material to someone who has recently become more alert.

· What problems do your clients have?

· What problems do you solve?

Being noticed more often is good. You will sell more. However, you will sell even more if a greater percentage of the people who notice and read your marketing material take the next step and contact you.

To be contacted by more prospects your marketing material must attract attention and also clearly demonstrate believable value.

· What value do you provide?

· Are your offers believable or too good to be true?

· How can you integrate client problems and the value you provide into your marketing material?

The answer is to use a marketing message. A marketing message is a highly specific set of words you can use to attract and demonstrate value to your prospects.

With a marketing message focused around client problems you will sell more with less effort.

What's your marketing message?

The author, Jeremy Cohen, helps small business owners and professional service providers attract more clients, grow their business and be more successful with his marketing guides and coaching service. Get his free marketing guide: Jumpstart Marketing: More Profits, Clients and Success at: http://www.bettermarketingresults.com/marketing-service s

---

Customers For Life

Who's talking to your customers? Is it your competition? Why... Read More

Is It Time To Rethink Your Sales Training Program or Is Your Sales Training Delivering Results?

Sales is still a must for any company who wishes... Read More

The Key to Driving Sales is Understanding What Not How

What does it take to make a sale lately?In Sales,... Read More

The Truth About Sale Success!

Bill Brooks of The Brooks Group wrote an article several... Read More

Follow-Up Marketing: How to Win More Sales with Less Effort

A study done by the Association of Sales Executives revealed... Read More

Getting Them to Buy: The Two Most Important Pieces to the Sales Pitch

Why are some sales pitches more persuasive than others? Are... Read More

Why More Sales Training Comes Before More Marketing Expenditure

In most businesses, when sales are slow or low, the... Read More

Top 7 Psychological Triggers For Unlimited Sales

Did you know that there are specific psychological triggers you... Read More

7 Steps to Selling Artwork

Selling arwork is easy when you follow a road map.... Read More

Assumptions ? The Hidden Sales Killer

Assumptions can kill a sale. In my sales training workshops,... Read More

The Myth of the Natural Born Sales Wonder

When I researched the field of using personality inventories to... Read More

Resistance Training for Sales People

What was the quickest rejection you ever got? 2 minutes... Read More

Closing the Sale - It Doesnt Have To Be Uncomfortable

"The Close" is sales jargon for the bit where you... Read More

Change Takes Time

I am writing this at the Philadelphia Airport on my... Read More

The Art And Science of Closing - How To Close More Sales Right Now

One of the questions I often get asked as a... Read More

Make Your Prospects Speak

You've probably heard people speaking about someone that he was... Read More

The ?Shocking? Sales Strategy of Saying THANKS!

I would like you to begin thinking of mailboxes in... Read More

Theres a Referral for Everyone

I worked for years as a mortgage loan officer. During... Read More

Seven Keys To Closing More Sales During The Second Half Of 2006

It's not too early to start planning for the sales... Read More

Growing Sales Through Creating Connections

Your mission as a business owner is to develop a... Read More

Three Essential Questions You Must Ask To Make More Sales ? Ignore Them At Your Peril

There's loads of material about making money available on the... Read More

5 Specific Questions Your Sales Letters Must Answer To Achieve The Best Results

Here's a surefire method to guarantee you achieve the best... Read More

Sell Without Feeling Like A Used Car Salesman

Many business owners and professionals are appalled at the thought... Read More

Increase Your Sales in 5 Minutes

Increase your sales-in five minutes. This article is the third... Read More

10 Killer Ways To Multiply Your Sales

Would you like to multiply your web site sales? Or... Read More

Just Ask

For the 'big three' automobile sales consultants, the 'employee discount... Read More

Better Listening Skills = More Sales

Today's business environment is intrinsically tied together by ongoing information... Read More

Selling White Space

Almost all Internet Marketers have a basic idea of what... Read More

Knowing Your Customers; Closing the Sale

Just because your business is based in your home that... Read More

Unlocking the Myth of Hypnotic Communication

Unquestionably when the word hypnosis pops-up in a conversation or... Read More

10 Blockbuster Ways To Ignite Your Sales

1. Sign-up to win web site awards. When you win,... Read More

Sales 101: Asking for the Order

"Ask, and you shall receive", a biblical principal that offers... Read More

Elearning Is Dead - Long Live Blended Learning!

There is little doubt that eLearning has not achieved the... Read More