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| About John Jantsch |
| John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing - The World's Most Practical Small Business Marketing Guide (foreword by Michael Gerber, author of The E-Myth) published by Thomas Nelson - due out in the fall of 2006 He is the creator of the Duct Tape Marketing small business marketing system and Duct Tape Marketing Authorized Coach Network. His Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and marketing and is a Harvard Business School featured marketing site. His blog was also chosen as "Best Small Business Marketing Blog" in 2004, 2005 and 2006 by the readers of Marketing Sherpa. |
Recent Article:
Sell Em What They Want
- For more on John Jantsch visit www.ducttapemarketing.com
I had an interesting conversation with a colleague the other day. We were discussing the fact that, try as we might, our prospects don't always know that they need what we have to offer. Often, they think they know what they want, but professional (not infallible) experience tells us we might know better.
There is always going to be the need to balance what a client should want and what they, at this point in time, think they want. I'm not suggesting that you simply tell and sell what they will buy, but I am saying that if full appreciation of what you have to offer is going to take a while to understand, don't die trying, get an order and start building trust by way of access.
I find it extremely important in most cases to develop products, services and information that can allow your prospects and clients to get a taste of what they want, just enough in some cases to learn you are someone they should trust. Sometimes prospects just aren't ready to appreciate the value the full meal deal until they get a taste. Presenting a few a la carte offerings may allow them to better understand your entire value proposition. If they have any hesitation in the first place, it usually because they don't have enough information to determine the value of your complete package - and it's probably a bigger risk to them.
When you fill your marketing funnel with these kinds of "lower" entry point offerings, you may find it easier to move them on to what they "really" need now that they have experienced some success. Remember, in the end it's all about trust - when you develop enough trust, you own the keys to the client's kingdom.
Sell them a sample of your work and get them hooked.
Sell Em What They Want - To learn more about this author, visit John Jantsch's Website.
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