written by john c ashworth
I’m a BIG Believer in what’s known as ‘Education-based Marketing.’ Also known as 'Authority Marketing.'
Put simply, this means creating a communication, messaging, and education system that you deliver consistently and provocatively to both customers and prospects and that teaches them everything they need to know about YOU, your business, and how your products and services can solve their problems; and leads them to the conclusion that YOU are the EXPERT.
When you do this right, it’s not only a heck of a lot of fun, but it makes selling so much easier. Because by the time someone picks up the phone to call you, they are already pre-sold on what you do, how you do it, and most importantly, how they will personally benefit from engaging with you, your business and the products and services you offer.
The majority of your sales are made before your customers talk to you or one or your salesperson. The statistic I read this morning was 70 percent. I’m sure this number varies. The point is that the majority of your prospects are out there right now looking for information about the solutions you offer. And when you show-up with consistent, powerful, emotionally-driven information and education about how and why you can help them solve their problems, your customers will consume this information, and call you when they’re ready.
The quality of the information you have available throughout your sales process has the real potential to make your job easier or harder. Unfortunately, most small businesses make this a lot harder than they need to for themselves, and both their lead-generation and sales efforts struggle as a result.
This happens for three reasons.
First, you’re busy and time is precious. The idea of trying to find time to build-out this kind of communication strategy is daunting and very likely you don’t even know where to begin.
Second, copywriting, video and podcast production, blogging, and social media communication take even more time and expertise that you probably feel you don’t have.
Third, this idea is new to you and your are very likely skeptical about its merit.
The first two things are easy to solve with just a little time invested in re-structuring your current marketing and sales plans; and then consulting with the right experts to help you get the job done.
As for the idea itself? Think about the last few things you purchased yourself. Especially the bigger ticket items.
How much research did you do ahead of time?
What kind of information helped bring you closer to your purchase?
What was missing that you wished would have been available?
What was it exactly that brought you to your final buying decision?
Now, think about it this way…
What can you do inside your marketing, sales and communication systems to ensure that people know and understand as much about you and your products as possible so that by the time they call you, most of the selling is done?
Because once you do this, your sales and marketing program, and your business as a whole will completely transform.
Remember, most small business problems are marketing and sales problems and they are usually quite easy to fix once you’ve adopted the right mindset, committed to your information-marketing machine, and consulted with the right experts to help you get it done.
…and here’s the really good news, because I know how overwhelming all this can feel. I’ve been there.
There are almost always about three ways I can show you right now how to increase your sales exponentially and without much effort. Without having to develop the kind of comprehensive communication, sales and marketing plan I’m talking about here. And we could probably identify them over a cup of coffee this afternoon.
If you’re interested, and I have the availability, I would love to have this conversation with you.
Click here to contact me through the blog.
-John
