“When facing a difficult task, act as if you cannot fail. When going after Moby Dick, take along the Tarter Sauce.” – H. Jackson Brown Jr.
“Opportunity dances with those who are already on the dance floor.” – H. Jackson Brown Jr.
“The public is a parade walking past you. Unless you get them to turn their heads and look at you, they will simply walk on by.” – P.T. Barnum, 1890’s Business Tycoon
Imagine if you could have others promote you to their customers, who just happen to be your target market.
Well you can if you if you ask these simple questions when setting up a cross promotion.
P.T. Barnum (who according to Joe Vitale http://www.mrfire.com (from The Secret http://thesecret.tv/ fame) in his book “There’s a Customer Born Every Minute” http://www.amazon.com/exec/obidos/ASIN/0814479537/ref=sim_books/103-6167366-1778230, said that P.T. Barnum invented cross promotions.) would ask the following questions before setting up a cross promotion.
Question #1: Who are my potential customers? Those customers that are most likely to buy from you.
Question #2: Who else wants to reach these same people? Who else serves those same type of customers.
Question #3: How can we reach our potential customers more effectively? By cross promoting our products and services.
and I would add:
Question #4: How am I goint to win with this promotion? Marketing is simple, if you don’t win, you shouldn’t be playing.
Question #5: How will my marketing partner win with this promotion? Same goes for your marketing partner, if they don’t receive benefit in the deal… why would they go ahead.
Queston #6: How will my marketing partner’s customer win with this promotion? If their customer’s will need extra benefit (value) from the promotion in order to take the action that is needed to make the promotion a success.
The benefits of cross promoting to your target customer can be amazing and very cost effective.
So ask the right questions and grow your business.
“If you believe in yourself and have dedication and pride, and never quit, you’ll be a winner. The price of victory is high, but so are the rewards.” -Paul “Bear” Bryant, Legandary Football Coach
He rolled his eyes and thought, “Here we go again.” And as the salesperson droned on and on about his company’s history and about how great his products are.
Here is a tip for all salespeople (and we are all salespeople, selling something) that will dramatically increase your chances of making the sale.
“It’s not about you.”
Your customer doesn’t care whether you have the best product on the market with the most wizbangs and doo hickeys (both technical terms). And they could care less that your company has been in business for 80 gazillion years and that your founder started the company out of dirt and determination.
But what your customer does care about is how those wizbangs and doo hickeys are going to help him do his job better, easier, more efficient and effective.
In short, “Your customer’s don’t care about you or your products, unless you can convey to them how it will help their company and them personally.”
So next time you are in front of a customer and are tempted to spew all kinds of features and company history on them. STOP!!!
Stop and think of how they will benefit from what you have to offer and speak to them in that kind of language. Because that kind of language is music to their ears and will lead to dollars in your pocket.
“You will be the same in five years as you are today, except for the people you meet and the books you read.” – Charles “Tremendous” Jones