Hello, my friend and fellow entrepreneur,
Welcome back to our blog series. In this ongoing journey, we delve into the marketing principles that have been the cornerstone of success for some of the greatest salesmen and marketers of all time. These principles are not just theoretical but practical tools that can help you sell ANYTHING to ANYONE.
In our previous discussion, we explored the art of capturing and retaining your prospect's attention. We learned how to entice them by identifying a problem they have and vividly describing the potential pain and consequences they may face if this problem is not resolved.
Once you’ve done this, it’s time to establish yourself as the trusted authority. The only one who understands their problem feels their pain and has the answers they seek and the solution they need to solve it. There are several ways to establish yourself as an expert in your field. So lets discuss the most effective ways right now.
A fundamental principle for establishing trust is to give away valuable and helpful information to your prospect. No charge. No obligation. Your gift to them.
Here's how this can work.
Let's go back to the example we used in the previous blog. If you’re a dentist who wants to sell dental implants, you can offer prospective patients a guide on advancements in dental implant technology. Educate them as to why dental implants are the gold standard in the industry and explain how your dental practice stays up to date on the latest training and techniques regarding dental implant materials and placement.
By the time your prospect is done reading this report. They will know a great deal about dental implants and have you to thank for it. You have established yourself as an expert and gained rapport with them by offering them free and valuable insight and advice.
Another way to establish your expertise is to toot your own horn. Talk about your education, degrees, accolades, and awards. If you’ve written books, discuss them. If you’ve been featured as a keynote speaker, mention it. If you have glowing testimonials from satisfied patients, showcase them.
Offering valuable information at no charge and discussing your past accomplishments builds rapport, establishes credibility, and presents you as THE trusted source within your industry—the only one they should trust—worth driving past more convenient competitors and worth paying more for the expert treatment, service or product only you can deliver.
So, let's review. In order to sell ANYTHING to ANYONE…
- Grab their attention.
- Discuss their problems and the consequences of not addressing them.
- Establish yourself as THE trusted authority with the solution they seek.
Now it’s time to introduce your product or service and prove to them beyond a shadow of a doubt that what you offer is the solution they so desperately desire.
And this is precisely what we will discuss in the following blog: how to showcase your product or service in a way that makes it a must-have for those who will benefit from it.
In the meantime, If you're ready to take your marketing game to the next level, I invite you to learn more about how eLaunchers can help you. Call or text me at 301-873-5791 or visit www.elaunchers.com to schedule a personalized consultation. Let’s start a conversation that could lead to your best year yet, just like our growing list of satisfied clients who said YES to eLaunchers.
