No. 211: The Key to Sales and Marketing Success

 “Talk to a man about himself and he will listen for hours.” – Benjamin Disraeli

The foregoing quote offers potentially useful insights into how to make your sales and marketing communication successful in winning buyers.

Quick Take-Away: You want to read this piece if…

A. you need ideas to get started selling your products/services.

B. you’re already making sales but would like to sell more, with less effort and at less cost.

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Tayo K. Solagbade’s
Weekly Public Speaking/Web Marketing IDEAS Newsletter

Date: Monday 21st September 2015

No: 211

Title: The Key to Sales and Marketing Success

Author & Publisher: Tayo K. Solagbade [Tel: +234-803-302-1263 (in Nigeria) or +229-66-122-136 (in Benin Republic) ]

Blog URL: http://www.tayosolagbade.com/sdnuggets

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1 of 2: PUBLIC SPEAKING – The Key to Sales and Marketing Success

“Talk to a man about himself and he will listen for hours.” – Benjamin Disraeli

The foregoing quote offers potentially useful insights into how to make your sales and marketing communication successful in winning buyers. I explain below.

Quick Take-Away: You want to read this piece if…

A. you need ideas to get started selling your products/services.

B. you’re already making sales but would like to sell more, with less effort and at less cost.

What I share here I learned the hard way – as a struggling entrepreneur who could not support his family, talk less find funds to pay for marketing or advertising!

In other words, all I had was the opportunity to access the web at N100 to N250 per hour (depending on the café I used), and to try promoting the solutions I offered via self-taught web design and web marketing skills.

Things did not work out for A LONG time, for me.

I recall in 2005 or so, I got to a point where after exhausting my own funds, I would sneak into my wife’s purse and take N100 from the little she’d kept saved there, so I could work one extra hour in the café to try a new idea I had.

Most times after doing that bad deed, I came home with nothing to show for it, and to get some MAJOR LIP from my wife, for taking her money!!

That’s all way back in the past now. But I share these details, because today when I create promotional stuff that I use online people who watch me do it, comment that I do it effortlessly.

I tell them that’s because I learnt to use Photoshop to create graphics and Macromedia Dreamweaver (today I use Joomla! and WordPress) to build websites, NOT because I wanted to, but because I did not have the money to pay a web designer I’d approached to do it for me.

What was more, despite my best efforts, nobody I knew and talked to was willing to give (or lend) me the money to pay the guy.

But being the self-driven independent minded thinker I’d always been, I ignored suggestions that my business idea was bad, and resolved to learn to do it myself.

Some experts believe that it’s best to focus on what you are best at, and to sub-contract the rest to others. I argue that THAT depends on what part of the world you are in, and how reliable the people you have to do that with are.

In my part of the world, the idea of using Virtual Assistants and the like for building my kind of knowledge based business is often an invitation to trouble. Quite often, it’s either you get lots of disappointments or worse, your material could get “stolen”.

I exaggerate NOT. It almost happened to me: TWICE!

So that’s why/how I learnt to create my own promotional materials for use online.

But acquiring the skills only addressed one dimension of the problem. By the time I began using those skills, I soon realized I needed to find a way to get my target audience the pay attention, and at some point RESPOND to my offers (e.g my Excel-VB Ration Formulator, and the popular Feed Formulation Handbook).

Which brings me to the major mistake I see lots of people making when trying to sell.

They are always too focused on themselves, and what they want you to buy. The rarely invest time, effort or energy to INVESTIGATE and accurately identify what you need – or how best to communicate with you (i.e their target audience).

For instance, every now and then I get emails, phone SMS messages, facebook messages etc, in which some product or service offer is made to me.

What always strikes me as odd, is the fact that those who send such marketing messages do so as if they assume they are the only ones, who do what they do and that their offers are irresistible.

Yet when one checks, they offer no compelling reason to choose them over the other providers who sell (what often appear to be) the exact same thing.

Little or no attempt is made to build a relationship or establish some trust. They just write and ask you for business without preamble.

To borrow an expression from Fela Anikulapo Kuti: JUST LIKE THAT!

And that’s the mistake many make.

Even when YOUR offer is free, that approach will rarely work with a discerning prospect.

Smart business persons who are clued up about what it takes to win buyers over, know that the most important thing your sales and marketing communication MUST do is answer the question: What’s In It For Me (WIIFM)?

When conceiving your sales and marketing message, you MUST focus on giving a compelling answer to the WIIFM question in the mind of your target audience.

People often make the mistake of thinking they need to talk about themselves, and how good they, their products, and their certifications are, to convince buyers.

In reality however, if you want to attract high profile buyers who will spend good money to buy from you, the KEY is to tell them how you can help them solve a problem they have!

To do that you must develop a system to discover what problems they seek help with. Then using that information you get as a guide, you will tell them what your product/service can do for them along the lines of interests you know they have.

Quite often this process will not happen instantly or overnight. Instead it will take time and effort, possibly over a period of hours, days weeks or even months.

But the good thing is that once you succeed in gaining the right insights into what the prospect needs, you will be able to repeatedly use what you learn to sell and resell to them!

In fact, as long as you continue to create solutions that work, to meet the needs you identify your prospects have, selling to them will often be near-effortless.

This is what many people trying to sell tend to miss – because they are often in a hurry to sell.

However, unless you have a captive audience and a product/service that no other person offers, you simply cannot succeed by “hurrying” prospects to buy.

If you want cost-effective and sustainable success in selling, you cannot work that way!

What you can do…

I once came across a quote that read:

“People don’t care how much you know, until they know how much you care” – Anonymous.

The above words underscore the point I’m trying to make here. But it’s not just the quote that convinces me of what I say here.

It’s the repeat success I continue to record in selling a growing range of mostly digital products and services, to an increasingly global audience that tells me it works!

Let me illustrate based on what I do…

When someone who came to you 2 weeks ago, and asked for details and prices for 2 products s/he discovered on your site via a Google search, goes silent after you’ve responded with details (and a phone call), one would be tempted to assume s/he has moved on.

Yet, time and time again such enquirers have returned weeks, months (even years!) later, to buy those same things they asked about, from me, as if they never left.

I have written several true stories about this in the past – including one that mentions Oladipo Mann who came back about 3 years later!

The key to my success in winning buyers over this way has been my ability to communicate along the lines of what interests them, even when they seemed to have “gone”.

How do I communicate with them when they go away- you wonder?

It’s simply by using a Web Marketing System (WMS), which has at its heart a routine of regular publishing of useful content, that continually invites those who interact with it, to part with their contact details – email addresses and phone numbers especially – via a web form (like this one).

When they do that, they get added to my mailing list database, to which I routinely send broadcasts about my new content as it is published online.

Due to the fact that most of my content is often designed to inform, educate and empower my target audience (i.e. answering the WIIFM question, the subtle effect over time is they begin to LOOK FORWARD to it.

And since I creatively insert references to solutions I offer, in the body of the content I send out, THAT keeps the interest they have alive – in their subconscious.

Over time, they begin to TRUST me, because I am telling them things that interest them, and which they find potentially useful.

Since my focus is never on selling, but on educating them, to do what they do better, including seeing why they’re better off buying from me, I feel no need to chase them…

As Jason Leister so often warns in his newsletter, “chasing” prospects or clients to buy often causes them do the exact opposite (i.e run away!).

Many people who want to sell fail to get this!

The approach of communicating to answer the WIIFM question eliminates the need to chase – and it is the key – the secret! – to sales and marketing success.

You simply keep doing your thing as described above, till your target audience arrives at a psychological point of conviction where s/he decides to ask YOU for payment details.

As long as you make sure the content you send to them is relevant and of high quality, it’s only a matter of time before this happens.

Final Words: To end, I reproduce the quote I began this write-up with…

“Talk to a man about himself and he will listen for hours.” – Benjamin Disraeli

From what I’ve shared above, it’s obvious that this quote explains why answering the WIIFM question in your marketing communication, works. You may therefore want to keep it in mind, when carrying out your sales and marketing tasks in future!

RELATED ARTICLES

1. No. 105: Chasing Clients Will Cost You Profits (A True Story)

2. Can You Be Trusted?(Real Life Farm Business Sales Conversations With People Just Like You)

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“Tayo, I honestly believe you are one of those who will succeed at anything he does. Your commitment and effort has been outstanding….Thanks for all your hard

work since I’ve been here – you will be sorely missed. I don’t need to wish you good luck, you have the ability to make your own luck. – Andy”(R. Jones)*

*Operations Manager, Guinness Nigeria Plc Benin Brewery, December 2001 (Handwritten comments in farewell/xmas cards sent to Tayo Solagbade following his resignation to

start his own business).

———————–

Click here to contact Tayo… 

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Tayo K. Solagbade*

Self-Development/Performance Improvement Specialist

*Sole Agent For Burt Dubin’s Speaker Mentoring Service In Africa

Mobile: +234-803-302-1263 (in Nigeria) or +229-66-122-136 (in Benin Republic)

http://www.tayosolagbade.com

Tayo K. Solagbade is a Location Independent Performance Improvement

Specialist and Multipreneur (i.e. a highly versatile/multi-skilled entrepreneur), with a bias for delivering Best Practice solutions to

Farm Businesses and others.

Since 2002, he has earned multiple streams of income providing individuals and organizations with personal development training and coaching, custom MS Excel-VB solutions, web marketing systems/web hosting,

freelance writing services, and best practice extension support services (for farm business owners).

Tayo is the author of the Self-Development (SD) Bible™ and the

popular Livestock Feed Formulation Handbook. He is also the developer of its accompanying Excel-VB driven Ration Formulator™ and the Poultry Farm

Manager™ software.

He has delivered talks/papers to audiences in

various groups and organizations, including the Centre for Management Development, University of Lagos, Christ Baptist Church, Volunteer Corps, Tantalisers Fast Foods

and others.

In May 2012 he was the Guest Speaker at the Centre for Entrepreneurship Development’s Annual Semester Entrepreneurial Lecture at Yaba College of Technology in Lagos.

On 1st April 2013, Tayo (who reads, write and speaks the French language) relocated to Cotonou, Benin Republic to begin slowly

traveling across the West African region.

His key purpose is to deliver talks, seminars

and workshops on his key areas of focus and interest to interested audiences (Email tayo at tksola dot com for details).

In a previous life, before leaving to become self-employed, Tayo served for seven years as a high performing manager in Guinness Nigeria. He rose from Shift Brewer, to Training

& Technical Development Manager, and then later acted in senior management roles as Production Manager and Technical Manager.

He is an Associate Member of the UK Institute & Guild of Brewing, a 1997 National Finalist of the Nigerian Institute of Management’s(NIM) Young Managers’

competition, a Certified Psychometric Test Administrator for Psytech UK, innovator of Spontaneous Coaching for Self-Development™ (SCfS-D™), and Founder of the Self-Development Academy Limited.

When he’s not amazing clients with his superhuman skills (wink), Tayo works as the creative force behind his Daily Self-Development Nuggets blog – on which he also publishes his Weekly Public Speaking IDEAS

newsletter(which he uses to promote Burt Dubin’s Public Speaking Mentoring service to experts working across the African

continent).

You can connect with him on Twitter @tksola.com and Facebook.

Visit Tayo Solagbade Dot Com, to download over over 10 performance improvement resources to boost your

personal and work related productivity.

====
[IMPORTANT NOTE:====

On 4th May 2014, Tayo’s 9 year old domain (Spontaneousdevelopment dot com), which hosted his website, was taken over by Aplus.net.

Within a few days however, Tayo used his advanced self-taught web development skills to build a SUPERIOR “reincarnation” of it the website http://www.tayosolagbade.com.

But updates are still ongoing to URLs bearing the old domain name in most of the over 1,000 web pages, and blog posts

he’s published.

If you experience any difficulties finding a page or document, email Tayo at tksola dot com.

Click “Tayo, What Happened to

SpontaneousDevelopmentDotCom ?” to read a detailed narrative about how the above event occurred :-))

Here’s an article Tayo wrote, to inspire others to defy adversity, and bounce back to even greater reckoning at what they do EVERY time:

Succeed by Emerging from Adversity Like a Phoenix

(TayoSolagbade.com launches extra Hosting plan with FREE Web Marketing!)

And he wrote the one below, to explain why losing a domain name, no matter how old NO LONGER determines your online success or otherwise:

A Proven Strategy to Find Profitable Buyers Regardless of Your Domain Name

==================

View Tayo Solagbade's video tutorials and demonstrations on Facebook Productivity Tips, Web Marketing, and for his Custom MS Excel-VB driven software applicationsJoin the SD Nuggets community on Facebook.comConnect with Tayo on Twitter.comConnect with Tayo on Google Plus

 

 

You’re reading No. 211: The Key to Sales and Marketing Success by Tayo Solagbade, originally posted on his Daily Self-Development (SD) Nuggets™ blog. If you loved reading this post, be sure to follow Tayo on Twitter, Facebook, and Google+.

You may also wish to check out his growing library of tutorial and demonstration videos on Youtube. Click here, to download over 10 resources to boost your personal and work related productivity.

IMPORTANT NOTE:
On 4th May 2014, Tayo’s 9 year old domain (Spontaneousdevelopment dot com), was taken over by Aplus.net. Within a few days however, Tayo used his advanced self-taught web development skills to build (and move his website contents into) a SUPERIOR "reincarnation" at http://www.tayosolagbade.com.

Most URLs bearing the old domain name appearing in search engines should now work if "spontaneousdevelopment.com" is replaced with "tayosolagbade.com". If you experience any difficulties finding a page or document, email Tayo at tksola dot com.

Click "Tayo, What Happened to SpontaneousDevelopmentDotCom?" to read a detailed narrative about how the above event occurred :-))

Here’s an article Tayo wrote, to inspire others to defy adversity, and bounce back to even greater reckoning at what they do EVERY time:

Succeed by Emerging from Adversity Like a Phoenix (TayoSolagbade.com launches extra Hosting plan with FREE Web Marketing!)

And he wrote the one below, to explain why losing a domain name, no matter how old NO LONGER determines your online success or otherwise:

A Proven Strategy to Find Profitable Buyers Regardless of Your Domain Name

Source: ExcelVB

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