The Secret to Good Marketing

How’s It Going?

In my typical day I hear this question a lot. I ask it a lot. Or a question much like it…

‘How ya’ doing?’

My dad was an old cowboy. He says ‘Howdy’ a lot. So do I. Regardless of the question the answer is much like it.

‘Fine.’

It’s not really an answer because it’s not really a question. We are not really inquiring about someone’s wellbeing. So we are not given an adequate answer. It is simply a thoughtless greeting.

Unfortunately it is much like this in our approach to business. This can be especially true in the network marketing industry. We are in such a hurry telling someone what we want them to do that we forget to find out what they want.

Think about how we make friends. The ones who ultimately are the closest to us are those who show the most interest in us. And they are the ones in whom we show genuine interest.

We have all known people that show very little interest in us but are quick to talk about themselves. They suck the life out of us. We tend to avoid them when we can. It is the reason most of us have caller ID. But when someone shows a deep interest in us… wants to listen to us…

We want that person in our lives.

Good Marketing Is Like a Friendship

We build good friendships by giving. Good marketing is the same way.

A sales pitch is similar to those people who always want to talk about themselves. They are in the relationship for what they can get out of it. A sales pitch does the same thing. It communicates what is in this whole transaction for the salesperson.

A sales pitch is nothing but you telling someone else what you want them to do.

But good marketing is telling someone else what is in it for them. Just like a good friend begins by listening to the other person… good marketing begins by listening.

However in marketing we do not have direct exposure to all of our potential clients. So we have to do our research. We have to know our market and our prospective clients.

Put very simply we need to walk in our potential clients’ shoes. We need to know how they think… what problems they have… what they really want. Just like listening to a friend we need to listen to the needs of our prospects.

Instead of focusing on ‘getting the sale’ focus on getting good information about your prospects. Picture them living their lives. Understand what problems they want to solve. Get a feel for what they are looking for.

Is That How We Do It?

For those of us in direct sales – that includes network marketing – we often fail miserably at this point. Usually we have absolutely no regard for what our prospect really wants. We are so concerned with convincing them to sign on the dotted line that we don’t hear a word they say.

It is all about overcoming objections and moving the client to see things the way we see them. The goal is getting them to act – buy a product or join an organization. We think the main thing is our products or our opportunity. But this misses one crucial point.

The prospect is the most important part of the whole thing.

People don’t buy because you want them to. People buy because of what they want. They have problems they need to solve. So they buy products and services because they want to solve these problems.

Good marketing uncovers these problems and offers genuine solutions. It doesn’t presuppose the problems. It discovers them by listening – researching.

Often people in direct sales make the mistake of being like the person others avoid. They talk on and on about how great the product or opportunity is. But they never stop talking long enough to hear what the customer is saying.

Let your marketing listen for you. Take the time to discover what your customers (prospects) really want. Understand their problems. Then offer genuine solutions the way a listening friend would help you.