Article contributed by Geoff Kirkwood.
This is a 2-3 minute activity that involves those at the meeting. You will need to read it through beforehand and be prepared. What you say out loud to the group is in bold.
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Start by saying…..
This morning we are looking at what you are marketing. So please, can I have some responses to that question… “what are you marketing?”.
Wait for responses. You will probably get answers that nominate the person’s product or service. Yet this is not what they should be marketing if they want to succeed. Then ask the following question…
Is that what people buy? Your product or service?
Nominate one or two answers. You may get someone who actually understands and gives you a description of the potential result rather than the product/service.
Now highlight the focus of this workshop by saying……..
Clients respond to and buy what your product/service will do for them. This has often been called “selling the sizzle… not the steak!”
So what do we need to concentrate on? Establishing what your product/service does for clients and then focus all your marketing activity on those things.
Particularly in WOM Marketing.
And especially when you do both your 60-second infomercial and your 10 min presentation.
So lets get some feedback now on what you are marketing?
Repeat one or two of the better responses.
So, when next someone asks what do you sell, tell them in terms of what the result will be!
