Have you ever found yourself in a situation
where you felt you knew what to do to make something happen,
and it didn’t happen?
Or you felt you were saying all the right
things to prospective clients, but it seemed to fall upon
deaf ears?
You decide that disappointments keep happening
to you, so why even try any more?
As strange as this may seem, each of us
has the ability to change the approach we’re taking at
any time to achieve a desired result … particularly when
it comes to communicating the value of our services.
A good analogy for this might be if you
and I were playing tennis and I ask you, “Why are you
having so much trouble getting the ball over the net?
Can’t we even get a volley going?”
And you say, “Of course.” Then we continue
playing but you’re still having trouble.
So I stop the game. I come over to you
and say, “May I offer you some coaching? What I notice
is that you’re not bending your knees and hitting the
ball in the ‘sweet spot’ of the racket. So concentrate
this time and see if that will make a difference.”
We resume playing and this time you hit
every ball over the net. In fact, our volleys go so long
that you start winning every point.
You’re ecstatic! You yell to me, “Game
over. Time to go home.”
I yell back, “No we’re not. I’m just getting
warmed up.”
This time, I decide to change my stroke.
I put topspin on the ball. And I’m hitting them faster
and harder.
You protest, “What the heck are you doing?
I can’t even hit the darn ball let alone get it over the
net!”
You storm off the court – and we end up
arguing over the way I played the game.
Have you ever experienced this before?
In business? In a relationship? Or perhaps when you’ve
tried marketing your services? You were winning but all
of a sudden it felt like you were losing, and it drives
you nuts?
Having an impressive portfolio, a slick
sales presentation, or nifty, pithy, catchy expressions
is not how you win at marketing. The marketing of services
IS effective communication.
It starts with staking your claim in the
marketplace you compete in – that is, deciding on how
you wish to POSITION your services in the marketplace.
Let’s face it. Marketing strategies and
approaches that worked in the past may not work tomorrow.
There are just too many “me too” services and confused,
skeptical, cautious buyers out there. The key is to capture
the mind of your prospect and make an impression that
lasts. The future growth and security of your business
is at risk if you do not win the war for your prospect’s
mind.
See, clients do not buy because they have
no confidence in you, your talents or your abilities.
They buy because they perceive value in your services.
In all of your verbal and non-verbal marketing communications
– letters, flyers, brochures, proposals, sales presentations,
and even your website – you must convey a sense of superiority
in your field.
Liken the positioning of your services to
an engine in a car. The car can be started, we can hear
a lot of loud noise and sounds, but until the transmission
is shifted into drive, it remains stuck in one place.
If you want to move your business or career forward, “shift”
your service (position it) to occupy a unique place in
the mind of prospects, above the competition.
For instance, Maytag has positioned itself
as a manufacturer of “reliable appliances.” Jaguar markets
“the most elegant family sedan.” A chiropractor might
offer “a life free from pain and discomfort.” A management
consultant “takes fledging businesses and turns them into
category leaders.” And AT&T refuses to sell telephones.
They offer the opportunity to “reach out and touch someone.”
J. Paul Getty once said, “If you want to
become rich, get up early, work hard, and strike oil.”
A positioning statement that is clear, practical, and
focused is your best shot at striking oil.
After staking your claim, hold onto to it
with all your might. For if prospects see your claim
as the standard of excellence in your field, then get
ready to handle all the blessings that will start pouring
in.
Please contact me directly by phone at 949.499.1174
or by email at gerry@masterymarketing.com
if you would like to discuss how to effectively position
your business in the marketplace for optimum sales and
profits.
