More With CONFIDENCE In Your Marketing
Your product is the best. You've been told by the CEO, the CTO and the
COO. Possibly even yourself. How strongly you truly believe
it and then convincingly communicate it will determine your achievement.
Today, let's look at your core philosophy rather than your next low-cost
marketing tactic -- as much as I love that. Without a foundational core of
confidence, your marketing effectiveness is affected by your prevailing
attitude and your company's 'positioning.'
"Can You Sell Anything These Days?" was the question posed in
column. It listed several complicating factors while essentially
answering "Yes." Reflecting over the past holiday weekend, I
thought that list wasn't enough to ensure your success.
There is one over-riding characteristic that helps you more than any
other I mentioned in that list. It's worthwhile to focus on it while
revisiting how to be successful in your business, despite today's
"turbulent times." Let's get clear. YES, you can continue to
help your clients and prospects, regardless of what's happening around
you. Usually what happens is people let the mass media surround and nearly
drown them in the world's perceived misery and problems:
- Internationally, countries fight;
- Regular citizens die in car accidents (usually from inattention or
- Innocents are victims of the sick and evil;
- Wonderful people die from disease and good old old age; and
- As if it matters, celebrity divorces are reported.
Why go on? You get the picture. To all of it, you have to respond,
"So what?" For the majority of us, most of the time (if you
think honestly about it), all the calamity and turmoil has little or NO
effect on us whatsoever! But, we let our minds get distracted by it all
and use it to rationalize why we're not getting the results we want. We
use it to excuse our poor strategy and tactics, weak marketing or our
prospects' distraction and fear of making decisions, etc. etc. etc.
GET OVER IT
Consider it tough love. You must be positive. You have many blessings in
your life and in your business but you're not focusing on them enough to
be grateful AND happy. You pass on the FEAR to those around you and
continue, what I call, the "psychological plague." Outside of an
immediate loss in your family and your own personal health (which you
could probably improve anyway), there are few reasons for you not to be
reaching your objectives - professionally or personally. My concern in the
previous column was that this might sound like plain and simple
"positive thinking." On one hand, that's good and on the other,
you might just feel it's too simplistic.
So…Let me add one huge factor for you -- the one factor that can mean
the difference between selling and not selling, the one that will make
your prospects not only become open to you and your services, but be
willing and eager to become your customers.
Be confident. I say again, "Be CONFIDENT!" Remain steadfast
and bold in your belief in yourself, your staff and your products and
services. Demonstrate your faith in the future. Help your prospects and
their employees remain confident in their ability to function and collect
revenue. (O.K., if you sell to the airlines, you've got your hands full.
It was time to diversify and stop relying on one big fat client anyway,
You have no need to fake it either. Let's get real here and now. Be
honest with yourself. Go through all the negative events, questions or
statements you've been getting from the media and replaying in your head.
Maybe it's possible that your faith and belief in the value of your
offering was weak in the first place. Then, when the slightest challenge
or 'hard times' hit, there was somewhere else to look for excuses.
CAUSES OF GRIEF
Let's look at some of the strife. There's a war and unrest in the Middle
East. And? You're wasting too much time watching reporters and tanks in
sand storms instead of phoning your network. When was the last time our
whole planet Earth was free of war?
Terrorists. There's not been one terrorist attack in the US since the
conflict began in Iraq. Not fearing terrorism and refusing to change your
life because of it is what wins that war in the long run.
There's a new virus called SARS (I won't even mention others that no
longer respond to antibiotics). It's really a new twist on pneumonia…
not an uncommon ailment that many older people and patients with
pre-existing medical challenges die from on a regular basis. For average
healthy people, it's an illness that's certainly inconvenient but it IS
treatable and non-fatal.
The economy and the stock market are hurting. Maybe. Is it the whole
economy or a dozen or so companies (public usually) that the media focuses
on? Is it the same old reporting on "Bad Boys in the Boardroom"?
Repetitive stories about lying and deceptive accounting practices? Yes,
but not every public company is a bad apple. Not by a long shot. How many
companies are dishonest versus those run by honest, hard-working owners
and entrepreneurs? We never hear about that…it's not sexy enough to make
the 11 p.m. news.
Right -- back to business, although I am enjoying knocking down all the
fear put out in the media to scare the bejeebers out of everyone. The
media's goal is to sell newspapers, magazines and airtime for better
ratings to get more advertising revenues. And it works. Now, the
mainstream media has been successful in making it harder for us to sell by
scaring everyone. But…
Business to business IS active. Companies have tightened
up their spending but continue to invest in services and technology
that help them do more with less. Strong ROI and business cases are
selling technology. Business-to-consumer selling continues. People need to
eat. They still seek entertainment and actually want more to divert their
attention. For example, electronics and home entertainment sales are very
brisk. All those consumer companies need to track sales and serve
customers with technology.
How can you get your selling momentum back? Get grounded in reality.
Write down all the good things going on in your business and your life.
Revisit and add to this list -- often! Then get out there and demonstrate
your rock-solid confidence and positive attitude
in your sales presentations, prospecting, networking and phone calls.
Need help? Call a friend, or get together with that colleague who
drives you crazy with his/her optimism. Connect with a coach or trusted
mentor. You're even welcome to call or e-mail me. Be committed to do
whatever it takes to reach your goals.
Be confident and revisit your faith in yourself and your company to get
stronger mentally. More work and more commitment result in more success.
Not what we always want to hear, but it's what we really know WORKS
Wishing you much success.
Martin Wales is a business development and lead generation specialist. For
a FREE preview of his new audio program, How to Get The Mindset of A Customer Catcher
for Maximum Leverage & Profit, send an e-mail to Mindset@CustomerCatcher.com.