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September 2009
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November 2009

Your Personal Wisdom: The Pathway to Higher Profits

When it comes to defining competitive advantage in a sales and marketing sense one thing stands out over almost everything else.

This one factor builds credibility for the companies who demonstrate it. It gives buyers confidence when used correctly in sales situations.

That one defining advantage is something any company can leverage yet few do.

The most valuable competitive advantage you have right now is the industry specific wisdom that your company offers to its clients and prospects. That specialized knowledge adds authentic value to any sales and marketing conversation.

Your first question probably is; what is wisdom?

Wisdom is simply knowledge that has been verified through first hand experience.

When you take what you know into working situations and produce a favorable result you have gained wisdom on how to make that specific piece of knowledge work.

As you build experience more of your knowledge turns into wisdom.

So how can you use your new found wisdom in sales and marketing? All you have to do is openly share what you know.

In marketing, share your wisdom on a blog. Educate. Add value to a sales conversation before it even starts. Then use these tidbits of information when closing sales.

When you are seen as a thought leader in your niche the competition starts looking like a poor second choice when compared to you.

Create additional marketing value by leveraging your industry specific wisdom in a magalog or eBook.

When you do you can open every sales conversation with, “Can I have your permission to share a book (white paper or article) I wrote that talks about __________ (the problem you solve).”

If you have a real prospect with a problem they want to solve they will be more than happy to receive information from you.

It works the same way on the sales side.

Send a proposal and share your wisdom.

Give your prospect a perspective they did not have before. 

Just be sure to focus on the 3-things your prospect cares about most. Those 3-things are making money, saving money (reducing costs), improving efficiency/saving time.

The beauty of this is that in today’s world, you can share your wisdom a number of different ways.

You can write or you can record a video and post it on You Tube. You can even interview clients and put a short audio on your blog.

If you’re not sharing your wisdom as a sales and marketing tool you are leaving money on the table.

Build a wisdom sharing platform in your sales and marketing campaign. Your clients will appreciate you and value you more and your income will rise at the same time.

Social Media is Like a Savings Account

Twitter Logo

Is Twitter, Facebook, blogging and other social media activities really worth the time and effort?

If you’re looking for immediate sales lead generation the answer is no.

The best activity to spend your time on if you need business today is personal and direct outreach to a tight niche group of prospects.

You have to think of social media more like a savings account.

You put 10% of what you earn into the account. Over time your savings grow. A little interest accrues and you have a chunk of money down the road.

Social media works the same way.

You add an article or blog post a few times each week. Spend 5 minutes 3 or 4 times a day adding something interesting and compelling on Twitter. You add a friend or two to your Facebook profile each morning.

Over time your content footprint and online reputation grows.

You have more followers on Twitter and more friends on Facebook. They become interested in what you have to say so the pay attention. You get a strong sale lead or referral from your social media activity.

That’s how it works. So the question is, are you willing to save or not?

We’ll know by your content footprint online.

Bonus Idea:

To find your content footprint online just type in “YOUR NAME” (with quotes) in Google and see what comes up. Notice the number of hits for your name in the search results area.

What To Do With Clients Who Bug You

It’s inevitable in any small business. There will be people you take on as clients who will bug you.

Maybe it’s because they are demanding. Perhaps they have a hard time making a final decision. Or they hire you for your expertise but don’t actually follow through with the direction you provide them with.

Whatever the reason, you have to realize something very important about clients who bug you.

That realization is it’s not their fault they bug you, it’s yours.

OUCH. Harsh to hear, I know. I can hear you all the way over here in Surprise, AZ.

“Hey Bill, they bug me, they don’t do this or expect that. How is that MY fault?”

Here’s the thing I’ve learned over the past 30-years in business.

Expectations are set by the seller and not the buyer.

The buyer tells you what they need. You need to listen and fully understand. First, be sure you understand their expectation. Make sure it’s realistic and you can deliver.

Understand past challenges your client has had in advance.

Find out how decisions are made as the project progresses.

In other words, understand your client, their working style and decision making process. When you do you’ll avoid being bugged mid-project every time.

Remember, being a great vendor is up to you. It is not up to your clients.

Be the preeminent choice in your market because you care the most about client results.

Make the effort to understand how your clients like to work. Know how they make decisions at the onset of the project.

When moments arise that bug you coach them. Help them to see how they are reacting. Point them in a direction that gets the project completed, meets their expectations and helps them reach their goals.

After all, every client wants one thing. A result.

No matter what business you are in you always have to realize your true role. You are a vendor, expert in your market niche, provider of service, coach, consultant and sometimes psychotherapist.

Above it all though, you are always the person who cares the most about the results your clients achieve and the value they receive from working with you.