I attended a marketing success seminar the other day at a local trade show and one thing that they mentioned almost in passing that inspired me was the critical concept of “selling your successes”.
Hmmm… “Sell your successes” – What could that mean?
Simply put, when you walk the talk, talk the walk. Adjust your marketing and sales conversations and materials to reflect how your product or services helped someone achieve what they wanted.
Now how do you do this? Well here are 3 techniques that when applied effectively can lower your marketing costs & energize your business.
1. Let ‘Testimonials’ Pave the Way
To best illustrate this technique, let me share with you a line that I use often that goes something like this: “If I tell you that I’m great at what I do, at best you’ll take it with a grain of salt, but if an unbiased third-party tells you that I’m great at what I do, you’ll tend to believe them. In other words, people tend to give more credence to what someone else says about you rather than what you say about yourself.
So use every opportunity to gain testimonials about you, your team, your product, your service, or your business in general. Collecting and effectively using testimonials should become a key marketing strategy for your business.
2. Using ‘Stories’ to Get Your Point Across
Storytelling has been around since the beginning of mankind and when used properly can illustrate your point better than almost any other way. Stories have the power to capture and engage the listener in a softened manner – not the hard selling approach that people typically run away from. Stories also have the unique ability to take complex ideas and make them easy to understand – without a dissertation on the subject.
My best advice here is to model other great storytellers. Take one of my favorites for instance, Mark Victor Hansen. Just look at his Chicken Soup for the Soul series of books. Essentially each chapter is a story effectively illustrating a point that touches, moves, and inspires its readers.
So you may be tempted to say, well that’s easy for him, but I’m no Mark Victor Hansen. Now maybe you potentially are or aren’t, however my point is, that this is a very learnable skill, people aren’t born with it. They develop it by continually practicing and honing it.