“Nothing happens until someone sells something.” This blog is part of an ongoing series of blogs featuring the TARGET Marketing Framework. You can get our TARGET Marketing Playbook for FREE here.
While this quote has been attributed to several people (including Peter Drucker and Thomas Watson), the person who said it first is not as important as the message. No organization can succeed without sales.
Sales is not a dirty word.
Let’s start by breaking down some misconceptions. We have all seen the sleazy salesperson that is portrayed on TV and in the movies. This person doesn’t care about you or your needs. They just want to “get you into this car!”
While there are certainly people like that in the sales profession, that is the exception…not the rule. We need to break the stereotype because it’s chasing people away from the profession. And if “nothing happens until someone sells something,” then we need great people in sales.
The Latin term for sales references “serving.” This is a definition I can get behind. Let’s move away from the idea of manipulation, and step into the idea of helping someone get what they need. The best sales professionals I know generally listen (and care) about the people that they want to serve. They are experts in their fields and can confidently make recommendations that are in the best interest of their customers and prospects.
This is the kind of salesperson I want to be.
Recently, my wife and I went to a local tractor store to look for zero-turn mowers. I have a lot of grass to mow, and I wanted to find something that could help me speed up the process. I had done some research online and found a zero-turn model that had a steering wheel. Since I had never used a zero-turn mower, this appealed to me. So, we went to the store to see them in person and learn more.
The salesperson came out and we discussed the problem I was trying to solve. He asked several questions about what we wanted and gave us some information.
Then he said, “How much are you mowing?”
When I told him I was mowing at least 10 acres, he said “Oh…then that’s not the mower you need. You will burn that up in 18 months.”
Then he guided me to a mower that would better fit my needs. It was still a zero-turn, and it still had a steering wheel. That is the one I bought…and I am very happy with the purchase.
He listened to the problem I was trying to solve, and then made recommendations based on that need.
I didn’t feel sold. I felt served.
Everyone Is in Sales
Sales is not just a department. Don’t get me wrong. There are probably people in your organization that are on your sales team.
These are the people who might be responsible for proactively going out and making offers to your customers and prospects. Or maybe these are the folks who actively take the incoming calls to sell to your audience.
But make no mistake…we are all in sales.
Let’s take a car dealership, for example. Yes, there are commissioned sales team members. But once they have helped you find the car of your dreams, there are so many more people you will interact with. If the finance guy or gal is grumpy, that affects the whole experience. If you call in and struggle to get the service team to take care of you, you will be frustrated. Or maybe it’s as simple as how they answer the phone. All of those interactions color the customer experience. All of those people are in sales, whether they know it or not.
Don’t Try to Sell Those That Don’t Want What You Sell
This is a hot take that often raises eyebrows. But I have no interest in trying to convince people who absolutely don’t want my product or service. There are just way too many people that will. I see so many people trying to convince the inconvincible. This is not only frustrating for this prospect, but it’s a total waste of your energy. Now to clarify, if there are some objections to overcome…that’s different. There are often times in a transaction that you will need to work through some details. That is not the time to walk away.
On the contrary, I believe in walking away on the front end. You read that right.
When I run into a complete non-believer in marketing, I am not going to waste my time trying to convince them that social media can be a great tool. They will never believe it. And to be honest, by the end of the conversation, they will just frustrate me by being obtuse. There are just too many prospects that believe in what I am selling to waste my time.
Make The Offer
Now that we have established that sales is vital, no marketing plan would be complete without sales being a part of it.
This is a place where people sometimes get hung up…and I think it’s about clarity. You want to make a compelling offer that serves that perfect customer. That kind of offer addresses a pain point that prospect has and (hopefully) solves it.
Now just make the offer.
Too many inexperienced salespeople, entrepreneurs, or marketers want to get clever here. They want to soften “the ask.” I find that this is just insecurity. Just push through and be clear with what you are selling.
As Donald Miller (author of Building Your Storybrand) says, “When you confuse you lose.” Make the offer.
The Fortune is in the Follow-up.
Finally, don’t forget to follow up. Now that you have made the offer, you will find that some people are just not ready right then. Don’t take it personally.
Unfortunately, rejection is a part of the job.
But remember, often it’s not “no.” It’s “not now.”
When prospects or customers say “not now” to me I am diligent in my follow-up. Studies will tell you that it often takes 13 touches before a prospect turns into a customer. And yet, the average salesperson only follows up once. If you continue to follow up, you will stand out and often get the business.
My rule is simple. You have to tell me “No.” Sounds simple, right?
The thing is a lot of people don’t want to tell you no. They want to be nice and hope you will give up.
But remember this. Nos are fine. Yeses are great. Maybe’s will kill you.
Once you have made your offer, stay with that prospect until you hear yes or no.
It’s simple. But not easy.
Want to dig deeper into this? You should check out our TARGET Marketing Playbook here for free. We break down what makes up a great marketing plan and how you can implement it. And you can check out the entire book on the subject. “Hit The TARGET” is a parable that outlines how to take all of these tactics and implement them in real life. Learn more here.
Hasseman Marketing, a leading marketing company in Ohio, has been named to the PPAI 67 Best Companies to Work For list. This recognition is a testament to the company’s commitment to creating a positive and engaging workplace for its employees.
According to PPAI magazine, the 67 companies that made the list were selected based on several factors, including employee engagement, work environment, benefits, company culture, and opportunities for professional growth. Hasseman Marketing stood out among the many businesses considered, thanks to its exceptional performance in these areas.
“This is such an incredible honor,” Hasseman Marketing CEO Kirby Hasseman said. “I am so proud that our team has created a culture where we all want to work together…and do great work for our clients.”
One of the reasons why Hasseman Marketing is such a great place to work is its dedication to fostering a culture of innovation and creativity. Employees are encouraged to think outside the box and come up with new and exciting ways to help clients achieve their marketing goals. This approach not only benefits the company’s clients but also allows employees to feel valued and appreciated for their contributions. In addition, Hasseman Marketing works to create a culture of fun.
Overall, being named to the PPAI 67 Best Companies to Work For list is a significant achievement for Hasseman Marketing. It is a testament to the company’s commitment to creating a positive and engaging workplace for its employees. As the company continues to grow and expand, it is clear that it will continue to prioritize employee engagement and development, setting an example for other businesses in the marketing industry and beyond.
How can you hit the bullseye if you don’t know where the TARGET is? How can you identify your perfect customer?
This seems like such a basic question, right? But so many businesses and marketers are trying to do exactly that. They create a product or a campaign that is designed for everyone. And if everyone is your customer, no one is your customer. You just don’t have the time and treasure to reach them all.
But when you dial down, into that specific niche that your product is really designed to serve, you CAN reach them directly. And every once in a while, they can help you reach the masses.
It all starts with that perfect customer. Your TARGET.
Now you might be thinking, “Of course. I already know that.” I believe you. But as I have stated hundreds of times before, my favorite quote is:
The greatest distance in the world is the distance between ‘I know’ and ‘I do.’
We all know the things were are supposed to do. We know it. That is why it’s so easy to give other people advice on fixing their problems. We know what to do. We just don’t do it.
Want to lose weight? We all know how to address that. Eat better and work out more. And yet, there is a $58 Billion industry created to solve that very problem. You know, the one I just solved with 5 words.
So, before you completely dismiss this out of hand, ask yourself this. Have we spent the time to create our perfect customer (s)? Do you really know them? And are you creating marketing messages directly to them?
If so, kudos! You are ahead of most in your space.
If you have not spent the time, this is the perfect place to start. Because once you know your perfect prospect or customer (your T), it can totally change how you go to market. You can create more effective messages and have less waste.
And maybe more importantly, you can better serve them. You can create offers that they will not only enjoy, but you know they really need. You can create customers that are not only transactional but are raving fans.
But it all starts with REALLY knowing them.
If you already have a business, you can start looking for your ideal customer inside your current client base. As Mike Michaelowicz tells us in his amazing book The Pumpkin Plan, you know when you see your customer number pop up on the phone. There are those customers that pop up and your first response is “ugh.” These clients are often high maintenance, low profit, and hard to deal with. They just don’t seem to value your work…and you don’t like working for them. These are obviously NOT the perfect customer.
Then there are the clients where you have the opposite response. You love it when they call. You are more than happy to drop what you are doing to chat with them. And you enjoy the work you are doing with them. Now you are getting closer.
The final mix is, they have to have the money to spend. When you can find the customers that you enjoy serving, AND they have the budget, you might be getting close to (at least one of) your ideal customers.
“Okay,” you might be thinking. “But what if I don’t have an existing business?” Or maybe…you just want to start this exercise from scratch. Maybe your ideal customer is not in your existing customer base…or you want to start a business and are not sure where to start.
Let’s dig into a few questions that you can start with to determine your ideal customer. These are just a few designed to get your juices flowing. As you dig in closer to your ideal customer, keep going. The more specific you are, the more likely you can craft a message (and more products) that can reach and serve them better.
Here are some questions to help you identify your perfect customer.
Is your ideal customer a man or a woman?
How old is your ideal customer?
Where do they live?
What is their lifestyle/marital status?
Do they have children?
What is their favorite social media platform?
Where do they hang out? Who do they spend (the most) time with?
Do you know what they do for fun?
What conferences do they attend?
What is their job?
As I said, keep going until you have a specific and clear picture of that ideal customer. Once you have them pictured in your mind, write it down. Now that you have them on paper, can you see how you can craft a message just for them? Can you see how you can go to the places they are?
While this exercise might appear simple, it’s foundational. You will build all of your other activities on top of the T. And once you have mastered your “one perfect customer,” you can go back to the drawing board and do this again to expand your market and your marketing.
Welcome to “Delivering Marketing Joy” with Eric Holtzclaw, the Award-Winning podcast/video series where we bring you insights and strategies to help you succeed in the world of marketing. In this episode, Eric discusses the importance of treating marketing like a magazine rather than a catalog. He shares valuable insights on demand generation versus lead generation, the power of storytelling in content creation, finding a balance between tactics and strategy, lessons from conversations with entrepreneurs, and the challenges and misconceptions of entrepreneurship. Let’s dive in and explore these key points in more detail.
Section 1: Difference between Demand Generation and Lead Generation
Eric Holtzclaw begins by highlighting the difference between demand generation and lead generation in B2B marketing. While both are important, B2B firms primarily focus on demand generation. This involves building content and attracting customers through various channels. On the other hand, lead generation is more focused on performance management and involves tactics like display ads to capture potential leads.
It’s crucial for companies to find a balance between demand generation and lead generation. While demand generation helps build brand awareness and attract customers, lead generation focuses on converting those leads into actual sales. By combining both strategies effectively, businesses can achieve long-term success in their marketing efforts.
Section 2: Treating Marketing Like a Magazine
In this section, Holtzclaw suggests treating marketing like a magazine. Instead of simply promoting products or services, companies should focus on creating content that tells stories and provides valuable information to their audience. By adopting this approach, businesses can engage and educate their customers, building a loyal following in the process.
When creating content, it’s important to keep the audience in mind. Think about what stories would interest them and how to best educate them. While incorporating keywords and SEO is essential for visibility, it should not come at the expense of providing meaningful information. By striking the right balance, companies can create content that not only ranks well in search engines but also resonates with their target audience. We work hard at Hasseman Marketing to create our content “like a magazine.” You can see examples of this on our blog here.
Section 3: Balancing Tactics and Strategy
Holtzclaw emphasizes the importance of finding a balance between tactics and strategy in marketing efforts. Many companies tend to lean too heavily on either one, but both are necessary for long-term success.
Developing effective strategies requires understanding the needs and goals of the business. Once the strategies are in place, tactics should support and align with those strategies. Consistency is key in executing strategies, and it’s important to give them enough time to see results. By focusing on both tactics and strategy, businesses can create a solid foundation for their marketing efforts.
Section 4: Lessons from Conversations with Entrepreneurs
In this section, Holtzclaw shares valuable lessons learned from his conversations with entrepreneurs. Being an entrepreneur requires taking risks and being willing to try new things. Consistency, showing up for customers, and following through are also crucial elements of entrepreneurship.
Success takes time, and it’s important to have patience. Businesses need to give their strategies and ideas enough time to see if they will work. Overnight success is a myth, and it’s essential to understand that results take time to materialize. By embracing these lessons, entrepreneurs can navigate the challenges and uncertainties of their journey with a healthier perspective.
Section 5: Challenges and Misconceptions of Entrepreneurship
Holtzclaw delves into the challenges and misconceptions surrounding entrepreneurship in this section. He highlights the fact that entrepreneurship is not for everyone, and it’s important to recognize that some individuals are better suited for traditional employment.
Success in entrepreneurship requires consistency and a long-term perspective. It’s essential to understand that results may not come overnight and that building a successful business takes time. By setting realistic expectations and staying committed to their goals, entrepreneurs can overcome challenges and achieve their desired outcomes.
Conclusion
In conclusion, Eric Holtzclaw emphasizes the need for a healthy perspective on the entrepreneurial journey and the importance of consistency and patience in marketing efforts. By treating marketing like a magazine, focusing on storytelling and valuable content, finding a balance between tactics and strategy, and embracing the lessons from conversations with entrepreneurs, businesses can navigate the challenges of the marketing landscape and achieve long-term success.
The Apple TV series Ted Lasso has been a hit with audiences and critics alike, but it’s not just a heartwarming comedy. It’s also a treasure trove of leadership lessons that can be applied in any workplace. Here are five lessons in leadership from Ted Lasso.
5 Lessons In Leadership from Ted Lasso
Create A Vision: Give your team something to BELIEVE in. If you want to build a great culture and a great team, you need a unifying vision. Your job as a leader is to create that vision…and get them to buy into it.
Listening Builds Trust: Sometimes as leaders, we think we need to tell people what to do. And sometimes, we do need to do that. But often, when you listen to those who are on the front lines of your team, you can uncover real issues that need to be fixed. And when you do that, you build trust.
Forgiveness Is a Superpower: This is a theme over and over in Ted Lasso. We all make mistakes. Some of your team members will too. But when you can forgive those mistakes and move on, you can forge real and strong relationships.
Toxic People Kill Culture: We have all seen it. When there is an uber-talented team member, they often get special treatment. And when that person is a jerk, it can really tear down the culture of the team. Getting rid of that talented team member can often be the bravest and most powerful move a leader can make.
Power In Positivity: When you create a culture (like Ted does) where you continually lift people up, they feel better about the organization. And in my experience, if you spend time lifting them up on a regular basis, when you need to provide candid feedback, they are more open to it. Ted Lasso created a positive culture that provided a fertile ground for success. I hope you do too!
