Earlier this week, I took part in an all-day meeting/workshop of business owners. There were presentations, discussions and lots of ideas. One had to pay attention because the pace was fast and furious. You never knew when the big idea (for you) would jump up. You didn’t want to miss it.
The topic often turned to Marketing, in one fashion or another. My friend Jorge Lopez, was moderating, and almost out-of-hand said (paraphrasing), “In order to succeed in selling, you have to be first, best or different.” This was an in-your-face reminder, stated succinctly.
You are either first or you’re not. Being best is something to strive for, but it can be hard to define and somewhat subjective. Being clearly different in one or more aspects of your business is what keeps you from being a commodity, and makes customers seek you out.
Andy Ebon The Wedding Marketing Authority The Wedding Marketing Blog
Many years ago, I attended a series of sales seminars from Tom Hopkins. In both his seminars and books, Hopkins emphasized the impact of softening a prospect’s sales anxiety by using particular verbiage.
Using word choice alternates, such as agreement or paperwork, instead of contract. Likewise, autograph instead of signature; or initial investment, instead of deposit.
Whenever one is working with a prospect, inexperienced in unusually large decisions, softening the language you use is important in gaining trust and closing the sale.
Andy Ebon Wedding Marketing Authority The Wedding Marketing Blog