Why you need big EARS in marketing….
Hey, Jerry Kuzma from Perissos Group, in a cold part of the UK.
Yes, it’s a busy day for you, so I’ll keep this brief.
One of the very practical lessons that I have learned in marketing–for both my clients and my own business is this:
You have to develop big ears.
We have to listen…very, very carefully…to the person or group that we are promoting ourselves to.
Now, I realise that this sounds just too simple, too basic and too child-like to post out to such knowledgeable professionals as your wonderful selves 🙂
However, I am reminded of this time and time again, as recently as yesterday.
Here is the principle:
If we start out with talking AT our prospects, with our heads and mouths filled with reasons why they should buy from us…
…we will most likely miss the vital CLUES of why they COULD buy from us.
If you talk at them, they will defend their position…and their expense account.
However, the key to mutual success is to listen more.
That means that you have to ask questions.
“Yes, Jerry, I already know that I have to ask questions in order to determine the needs and wants of my prospect. Big deal.“
Ouch….that was harsh! But at least I wrote it to myself, albeit on your behalf…..
However, I spend time asking questions, not just about the business needs of the prospect.
We have a good chat about loads of secondary or side issues as well.
(I have developed a healthy curiousity, birthed in my journalism background, which really helps with this point.)
Example: the client mentions a new project that they are working on, one which is not directly related to the proposal at hand.
I ask they to explain it to me. I ask about the impact on their bottom line, their workforce, their customers and that person’s actual workload.
Yes, it is not directly related, but I learn so much by simply asking and discussing their answers with them.
Somewhere in the midst of that side discussion (even if it is only 5 minutes long), some vital things happen:
- the prospect learns that I am NOT merely focused on making a sale.
- I demonstate that I am genuinely interested in the business as a whole, not just on the part I am selling to
- they get to see my gears turning (and smelling the smoke!), which shows that there is more brain up there than originally perceived (hopefully)
- I have the opportunity to uncover unexpected opportunities that I could possibly have a solution for (with a reasonable add-on sale in mind, of course)
- it builds a small amount of comradery during those few minutes of side discussion, because I am always looking for something that I can genuinely compliment in their business
If you have ask some questions, and you have your big ears on, you will hear SO MUCH that you would have ordinarily missed.
Got big ears? Then use them.
Got a burning question? Then message me and start a rousing conversation.
That’s all for today.
Have a brilliant day,
Perissos Group/Perissos Media
N Ireland, UK
Phone: +44 844 3577053