Tag: awareness

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Finding Your Swiss Pocket Knife

Swiss Army KnifeAre you trying to be all things to all people?  Do you tell  yourself that the “whole world” could be your customer?  Don’t fool yourself!  A Swiss Army knife may have a can opener, corkscrew, scissors, screwdriver, nail file, bottle opener and lastly a knife all built into one multi-tool. But when push comes to shove it’s not a very good can opener, corkscrew, scissors, screwdriver …….etc.  Most people have a drawer filled with utensils designed to be only bottle openers or knives. And they prefer these single use tools because they provide a superior service for the task at hand.  Most likely you’re not selling Swiss Army knives but instead fine carbon steel cutlery for chefs. Do you know that?

Bu out in the woods, huddled over a fire, the Swiss Army knife, compactly stored in your coat pocket is EXACTLY the right solution.  This niche market, the market of campers shivering outdoors, is the target market.  What is your niche? Who are the people you uniquely serve?

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Awake to Competition

Awake to the marketplace
Never underestimate the competition
Respecting their strengths
Yet keen to their weaknesses
Discovering opportunities
Ever watchful of impending threats.

Underestimating your competition
means thinking that they are evil
You destroy the three greatest things
of Patience, Simplicity, Collaboration
and become an enemy to yourself.

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Steps In Marketing

Awareness is the fundamental task of marketing; to take a solution or product that you’ve polished and honed and generate a conversation about something that hasn’t existed before. By awaking the market place, the task is to have buyers consider “This might work for me!”

When there is no conversation, there is no awareness. In the dark, your solution will fall like so many before it, into the rubbish heap of “good ideas”. Persistence and tenacity are the keys to success.

Consider following:
1. What is your competition, their pros and cons?
2. Distinguish the niche market, your solution can help.
3. Define your marketing tactics, delineate market channels your niche reside.
4. Create a marketing message that speaks emotionally to your audience.
5. Trial your message in one campaign and test if it speaks to the buyer.
6. Polish and tune the message as you roll out, channel by channel.
7. Measure ROI on each campaign.

Have you taken the time to awake the market place? Are you clear on how you position your products? Does the message you share speak to the needs of buyer?

Are you making the unknown, known?

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Making the Unknown Known

At first a secret 
a new product’s value is questioned 
The market unaware 
Remains wary and skeptical.

Like rushing water 
Wearing away granite
Persistent ads bring awareness 
Messaging that speaks to the buyer
That this can help
This can make a difference.

Knowing the audience 
The Master Seller makes the unknown known.

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Making the Hard Easy

image
Nothing in the world
is as weak as water.
Yet for dissolving granite mountains
nothing can surpass it.

The soft overcomes the hard;
the easy overcomes the difficult.
Everyone knows this is true,
but few can put it into practice.

Therefore the Master Seller
Remains cool under fire.
Prepared they are ready for all objections.
Because they have stopped avoiding work
their work gets done.

See the world as it is
Focus on the hard
until the hard becomes easy.

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Assessing Failure

Sales professionals come from many backgrounds: accounting, engineering, teaching, corporate America – careers that have not required phoning strangers, shaking hands and smiling when you don’t feel like it. Now you must.

It is not easy to taste success if economic conditions, shortage of money, aggressive, even unethical, competitors, and your own weaknesses conspire to bankrupt you. But if you’re going succeed as a Master Seller it maybe time to stop placing blame on others and focus inward on what you can do to hone your craft. Do you have any suppressed self-destructive traits or long-time hang-ups that are roadblocks to promoting your success? Are you putting yourself out of business?

Right now, ask yourself if there was one thing you could do to improve your success rate, what would that be? Ask yourself What have you been avoiding and putting off? Quick now, what’s the first thing that comes to mind with these questions?

Right now, say it out loud……..

This is awareness.