If you operate a business using mailing lists, consumer mailing lists, opportunity seeker mailing lists or MLM mailing lists to target Opportunity Seekers, Business Opportunity Seekers, MLM Opportunity Seekers and Home Based Business Opportunity Seekers, you can benefit from reading this article.
by Jay Conrad Levinson, from his best-seller, Guerilla Marketing
A well-known axiom of marketing has always been that it is much simpler to sell the
solution to a problem than it is to sell a positive benefit. For this reason, guerrillas position
their companies to be ace problem-solvers. They hone in on the problems confronting their
prospects then offer their products or services as solutions to the problems.
Almost all companies are beset with problems of one sort or another. Your job, as a
right-thinking guerrilla, is to spot those problems. One of the ways to do this is through
networking. Networking is not a time to toot your own trombone, but to ask questions,
listen carefully to the answers, and keep your marketing radar attuned to the presence
of problems. After learning them, you can contact the prospect and talk about the prospect's
problems and your solutions to those nasty dilemmas.
As you already know, people do not buy shampoo; they buy clean, great-looking hair.
That means selling a benefit. A way that some shampoos have achieved profits is by
reassuring people that the shampoo cleans hair, then stressing that it solves the problem
of unmanageable hair – a benefit and a solution to a problem.
Right now, products and services that are enjoying success are those that help people
quit smoking, lose weight, earn more money, improve health, grow hair, eliminate wrinkles,
and save time. These are problem-solving products and services. You can be sure that some
of these can also be positioned as offerings that accentuate a positive, but savvy company
presidents saw to it that their offerings were positioned as things that could eliminate a negative.
Your biggest job is to be sure your products and services do the same. Perhaps you'll have to
undergo a major repositioning. That's not bad if it improves your profits. Far more doors will be
open to you if you can achieve it. Remember your prospects don't really care about your
company; they care about their problems. If you can solve them, then prospects will care a
great deal about your company, and they'll want to buy what you are selling.
Sales training in guerrilla companies involves a discussion of problems, problem-spotting,
problem discussing, and problem-solving. Sales reps learn the nature of prospect problems
from one another. Sharing their insights helps the entire company.
Amazingly, even though this all makes sense, many companies are unaware of the importance
of problem-solving. They're so wrapped up in the glories of their product or service that they are
oblivious to how well it solves problems. So they sell features and neglect benefits. They sell
the obtaining of positives instead of the eliminating of negatives.
Keep the concept of problem-solving alive in your mind, your marketing materials, your sales
presentations, and your company mission. Be sure your employees are turned into the same
wave length. Once this happens, I have a feeling that you're going to be one happy guerilla.
Consider implementing these tips if you operate a business using mailing lists, consumer
mailing lists, opportunity seeker mailing lists or MLM mailing lists to target Opportunity Seekers,
Business Opportunity Seekers, MLM Opportunity Seekers and Home Based Business
Opportunity Seekers and want to make more money than you are currently making.
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