Is Your Sales Machine Costing you Millions?
Duaa Elzeney
Billion $ Revenue Generator = Higher Ed ?? Former Brookings, McKinsey, Airbus Group ?? 4M+ Content Views on LinkedIn & Viral Content
One of my favorite entrepreneurs, Naveen Jain, has taught his kids: you become wealthy by solving problems that millions of people suffer from. The driving force here is that you figure out a problem you are passionate about solving for millions. Since this method truly works, then why are so many entrepreneurs and businesses selling as though this was still the 80s?
In the current age we are in,?the age of the individual, the only way to successfully sell is to figure out how to directly connect to the customers that want what you have and to use messaging and words they use in their daily lives to describe that pain point - so your message grabs them.
Here’s how you can tell that you’re on the right track:
So then why is it that many people are using LinkedIn, as an example, for cold selling when cold selling really doesn’t work. People don’t want to be sold to. They want to be inspired by your message and that leads them to want to try your product. Individuals still use the old, untargeted way of 'selling.' Because they still believe that trying to gain pennies today could lead to growth. But if you ignore today's pennies and go for tomorrow's thousands or millions by offering true value, well, that's a whole other mindset and strategy.
Cold selling has been proven to be greatly ineffective. It is highly unlikely that calling someone cold will lead to a sale. Calling them many times, getting to know them, having them get to know you - might eventually lead to a sales months down the line. But, then, that is lead nurturing.
What I’m talking about is Content Marketing:
In this Age of the Individual, Here are the Top 3 Ways to Successfully Story-Tell Your Brand Through Content Marketing:
1. Talk about the emotion behind your brand.
Why did you create this brand? Was it as a result of a personal struggle? What did you have to overcome in order to bring your brand to market?
These are all emotions and struggles your prospective customer will identify with. Your customer is the one that will see beyond the product utility and really connect with your story as a brand. Even if your product is not the best in its category, your story will enrapture repeat customers. They won’t care if you don’t have an A+ on product; they’ll be satisfied with an A-. This is not to say you shouldn’t strive for the best possible product, however, this is to say that your story is King. It will always win over product.
2. Talk about the pain your customer has - which you’ve also experienced.
Go really deep with your adjectives, your imagery, and the painful emotions behind this pain point. Identify with this customer pain by describing how it resulted in the creation of your product. Time and again, this will clearly and simply illustrate to your customers why your product makes sense for their issue. It becomes a no-brainer, and that’s where you always want to be: in a?no-brainer situation?with your prospective customer - where objections don’t really exist.
3. Talk about the relief from pain your product offers.
Taking that same pain point your customer experiences day in, day out - paint a very vivid picture of the relief they will get from that pain through your product. The experience has to be visceral - they need to actually experience that relief in their body through your content and images. It needs to be so powerful that the thought of living without that relief is simply -?unbearable.
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About Me:
Edtech sales and higher ed enrollment leader. Only kid in my immediate family with a college education. Only person in my extended families to (a) obtain a Master's degree, (b) move to the US and on my own to build my life from scratch. Insatiable reader (thank you Audible and Kindle!).
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4 年Companies can better service their customer's by understanding the different personas they interact with... #personabasedrouting
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4 年Awesome post Duaa!
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4 年Excellent!
CEO of Veridion | Data enthusiast | Source of truth on company data, for data teams
4 年It was really nice you mentioned it in your post!