The Marketing Game

Why is it so difficult to play?

Marketing and sales are two of the things most entrepreneurs agonize over, and many leave on their weekly to-do list and only get to when they can’t think of anything “more important” to do.

The result, they avoid two things that are crucial to the success and health of their business.

I know you would never do that but just in case you ever find yourself in that position, here are some tips to get moving. It’s not that difficult!

1. You started your business because you have a passion for what you do that does not hinge on money. Although you need to make money to stay in business you want to change lives, to help people, to make a difference. Stop worrying about the insignificant details and just do it.

2. If you are spending time writing and rewriting your elevator speech to make sure it’s perfect, Stop it! There is no perfect and what you think is perfect may not be what prospective clients think is perfect. You can’t test it by sitting in your office reading it out loud, you need to go out and try it on 20, 30 or more people to see if they are attracted.

3. The same advice from #2 applies to your website. Launch it and worry about fine tuning it later. If people are attracted to what they see and read on your site they will tell you what attracted them. If they aren’t you will figure that out too and change it.

4. Listen intently to the business people you meet and ask insightful questions. When it’s your turn, talk about who you work with, the problems you solve for them, how they feel about doing business with you so others understand what you can do for them.

5. Not everyone is going to do business with you, and that’s alright. Not everyone is your friend either and I’m sure you have come to terms with that. Business works the same way. When someone decides not to buy from you, don’t take it personally. It often has nothing to do with you and everything to do with them.

6. Marketing, advertising and sales are all about timing. If you are saying the right things to the right people at the right time, you get the sale. In fact if it’s the right time, you can say the wrong things to the right people and often still get the sale.

7. If you try selling to people with whom you have no relationship, and no credibility established, you risk turning them off forever.

8. Write down a marketing plan even if it’s just a one page outline. When you don’t have a plan it’s easy do the same things again and again. That’s fine if you are happy with your previous results and not so fine if you’d like a different result.

The times that you meet a prospective new client and everything seems to just magically flow together, you communicate well, they are looking for exactly what you have to offer and the sale just happens, are what we all wish for. Not every fit will be perfect. How will you find the ones that are if you don’t get out there and play the Marketing Game?

© Copyright 2007, Nancy Fraser, Nota Bene Consulting, used by permission

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