Janitorial Business Owners: The LESS Selling – the BetterReally, the less selling you have to do to land new jobs – the better. And it’s not because I don’t think you’re perfectly capable as a salesperson. No, there’s another, more important, reason why I suggest the less selling required the better, and it’s this: The better your MARKETING is – the less you need to ‘sell’… to make the sale. Think about it. If your marketing qualifies, educates, convinces and motivates your prospects to buy…the less you need to sell. That’s right; when prospects feel compelled to call after your marketing… 1. grabs their attention 2. demonstrates why and how your different 3. highlights important benefits 4. attracts them to want to want to do business with you Well, frankly, if it’s doing those ‘things’ effectively, well, we’re getting somewhere! Don’t get me wrong, I think selling is important. When it’s time to sell, you want to do it in a way consistent with how you approach everything else in your cleaning business. How’s that? Well, professionally and effectively to begin with. But, for today, let’s start with agreeing we want to have our marketing do most of the ‘heavy lifting’ sometimes needed to turn prospects into customers. When marketing is created and delivered in a way that turns any remaining selling into something close to ‘order taking’ you may be on your way to fast growth and healthy profits. The good news is – there are many things you can do to have your marketing ‘sell more’… so you can ‘sell less’. Leave a Reply |
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