Most of the Internet’s best marketing minds agree on this philosophy:
“Don’t try to create interest and excitement in your prospect for your product. Find an overwhelming desire already in your prospect’s mind and fill it.”
What does this idea suggest?
Simply this . . .
Selling is made so much easier if your prospect is primed and ready to buy something.
If he’s just “window shopping” or “tire kicking” your chances of making a sale are greatly reduced.
The greatest position to be in as a salesman is to be offering exactly what the customer is looking to buy.
Imagine if all you had to do to make a sale was simply to show a prospect that you had the solution to what he wanted.
You wouldn’t have to “convince” him of the usefulness or your product or service – you wouldn’t have to sell him anything!
You don’t have to create desire or need – you’re charge is to show the buyer why and how you can fill his desire right now with your product.
You might tell him: “I know how you feel, I’ve felt the same way, and this is what I did to solve my problem.”
Rather than having to “hard sell” the customer, the selling becomes a matter of recommending to the customer your product that is exactly what worked for you.
The real problem for many small business owners is this: often it’s a challenge to discover what the prospect really wants to buy.
He may not divulge his desires or intentions immediately.
The best initial approach seems to be a direct one.
Ask your prospects exactly what they are looking for.
Give them some incentive to share their wants with you.
Listen to the discussions in the niches and forums where you sell.
Ask for feedback, opinions, and comments on your products and those of competitors.
Remember – don’t try to create products that you think will sell well.
Ask customers what they want and then proceed to fill that pent-up desire.
You will really save yourself a lot of effort in your marketing if you qualify your audience first. What does that mean?
Simply, people become qualified for an offer (or a mailing list) when they (theoretically) raise their hand to say “yes, I am interested in what you have to offer.”
In reality, you do this qualifying task when you narrow your niche prospects down to a very “tight” group . . . i.e., you attempt to gather prospects that are all interested in a very specific thing.
Doing this is very difficult for most marketers as they see it as counter productive. They reason that they want as large a group to market to as possible. They want to do their advertising in a huge lake that contains lots of fish rather than a small pond that has fewer fish.
But time and again I have seen the flaw in this thinking. Fishing in a huge lake is difficult. You don’t know where the fish are at any given time and you don’t know where to cast your line.
Alternatively, fishing in a very small pond is not so difficult. When all your prospects are qualified as wanting the exact same solution to a problem, or having the same desire, it’s only a matter of making sure you have a high quality solution and putting it before the audience with a reasonable price attached.
For the solo business owner, positioning a business in a “deep” vertical niche helps to qualify your audience. It gathers prospects that have similar desires. Market research before any selling takes place allows the business owner to judge the size of the audience so that he knows there are enough potential candidates in that specific marketplace.
When you have a homogeneous audience of prospects (they are all looking for the same thing), you have a qualified pool of ready buyers. The “demand” of this group in the marketplace for a particular product or service is already there and it’s not something that the marketer has to create.
Marketing is reduced to simply putting a compelling offer in front of the audience and encouraging an immediate sale of your customized solution that answers the prospect’s demand.
To your online business success,