Selling is Demonstrating to and Educating your Customer

Selling isn’t about forcing a product down anybody’s throat.
As a salesperson or marketer, you need to demonstrate and educate. Your customer will choose your product if it’s truly right for them.

Demonstrating and educating means giving your customer all the information they need to understand what you’re selling, and all the details they personally need to know about it.

This should be the purpose of your sales process.

Marketing as Teaching

You may need to start by educating prospects about your general topic first.
If you’re selling health products, you’ll need to explain not just the benefits, but also how the products work to achieve their results.

For any type of technological products, unless your target market consists of technology experts,
you’ll need to assume your prospects have no prior knowledge.
Break difficult subjects into more easily digestible pieces to help them understand.
Make your site a go-to for information on everything related to the products you sell.

Show, Don’t Tell

It’s important to demonstrate as well as educate.

People believe what they see more than what they read.

It’s not enough to simply tell them what your product does.

A good way to do this is to create videos that show your products in use.

You can also produce videos that show the many different uses of your product, especially those that may not be obvious.

Two Sides to Every Story

In the past, marketers have downplayed or outright lied about the weaknesses of their products.

But as a marketer, you want your customer to make the right decision.

If they buy something from you that doesn’t suit their needs,

there’s a good chance they’ll return it, and

they won’t do business with you again.

They’re definitely not going to go and tell their friends about you.

The sale becomes a wasted opportunity, or even a

black mark against your name.

Present the advantages, as well as disadvantages, of your product.

This gives prospects a balanced picture and helps them make the right decision.

It also engenders trust.

If you’re willing to be honest with people about your products, it makes your customers more likely to do business with you.

This doesn’t mean that you have to present any disadvantages in a negative light.

When talking about the pros and cons of your product or service, you can discuss how the pros outweigh the cons.

Or you can explain the relative unimportance of any downsides based on your target audience’s needs

.
The key is to address any potential objections in advance so that people can decide whether the product, with all its features, will solve their problem or fill their need.

Ideas for Demonstrating and Educating

Make sure your website has information resource pages.
Try to anticipate the questions in your prospects’ minds, and answer them.
Aside from producing videos, other good ways to educate include eBooks, reports, webinars, newsletters, and blogs.
Use as many different media formats as possible.
Some people are more receptive to certain types of media than others.

Too Much Information?

There is no such thing as too much information.
The key is to present enough information to answer your prospects’ questions.
Create a wide variety of content to show your audience what your products can do.
Create additional content to demonstrate how your product solves simple problems related to your niche.
Customers have a variety of questions when they’re shopping, and your goal should be to create a one-stop resource for all of the answers they need to make a purchasing decision.

The Do’s and Don’ts of Video Marketing for Business

Do Invite your audience:
Mention a clear call to action in the video to deploy and engage your potential audience.

Keep it short:   There are so many other websites of competitors in your market that can grab your audience’s attention.

Do Humanize your brand:
When people interact with a real face in a video, it increases the trust factor and puts a brand to your face.

Title is important:
The Title is the first impression of your videos.

Optimize your Video :
You are going to upload your videos on multiple sites, so here you need to create a particular description and title for each video.

Do make it Sharable:
Make sure your video is engaging and compelling so that your audience will share this with their friends and family on social media

Do Be creative:
Be more creative with your videos.

Do Add video to your post:
You can add video to your blog posts and social media posts to increase traffic to your video.

Do Analyze your performance:
Tracking your video’s performance is an integral aspect of a video marketing campaign.

Do describe your videos:
Don’t forget to describe each and every video; a rich description of your videos is a must to get more views.

Don’t follow a set formula:
Videos fail to engage audiences if you take a formulaic approach.

Don’t forget to define purpose:
Ask yourself why you need to create this video?

Don’t pitch:
If you create a short video of around 1-2 minute with a sales pitch, then people will not be interested in watching your videos.

Don’t forget to include a call to action:
Include a call to action in your video to engage them.

Don’t create just one video:
Creating one video is not enough. You can create many versions of it and you can check which one is working for you.

Don’t ignore sound quality:
Video is much more than just visual content.

Don’t include too many messages:
If you have included too many messages in your videos,
it will confuse your audience, and they won’t know what is useful.

Don’t forget to use SEO:
Just uploading your video online is not enough to get expected traffic. You can optimize your video with SEO. You can use keywords in your title for better search results.

Don’t expect instant results:
You upload your video on your online video channel and now you’re expecting more views instantly.
Market your video on other channels and social media.

Don’t try to focus on everyone:
You should focus on your target market.
Everyone has different interests, so don’t try to focus on everyone!

School can Limit your Mindset on Mindset Monday

Schools and workplaces are hierarchical.
Instruction and evaluation come from above.
Those in positions of authority have all the answers and know best.
We learn this chain of command from early on.
We also learn that questioning the status quo and challenging authority can land you in a great deal of trouble.
You need to Follow Rules.
This hierarchical system naturally requires rules and discipline.
A great deal of a child’s first few years at school involve learning how to sit, line-up, talk, behave, eat, and so on.
There is clearly a need to maintain order for management purposes, but we carry this reliance on rules into adulthood, where it doesn’t serve us so well.
You need to Learn and Then Do.
Tasks in school are given to children with instructions, examples, and demonstrations.
We read about concepts before applying them.
Learning starts with theory and ends with practice and actually doing something.
This is the opposite of the entrepreneurial mindset, which sees trying something as the first step, with the learning coming afterward.

Businesses having Success with Video Marketing on Solopreneur Success Strategies

RevZilla: Founded in 2007, RevZilla Motorsports is a premium in-store and online shopping experience for motorcycle lovers who are looking for helmets, gear, motorcycle jacket and other accessories.

Anthony Bucci says “YouTube connects us with our customers. We use our own voice—not a corporate one—and our customers love us for that.”
They use product guide videos, safety tips videos and knowledge driven videos of their services. These videos have consistently increased their subscriptions, customer loyalty and repeat customers.
What they did is launch a dedicated video channel with TrueView ad campaign to guide their new and old customers. They increased their traffic from videos and landed them on their e-commerce website. Also they focused on customer loyalty.
They get 7 million views on their branded channel. With YouTube promotion videos, RevZilla tripled their subscriber base in just a few months. And they achieved 50% growth in their revenue.
Rokenbok: Rokenbok is high end robotic toys and construction Systems Company. When the economy shifted they needed new ways to reach their customers and demonstrate how to operate Rokenbok toys.

Eichen says, “YouTube is becoming our most important vehicle for advertising, we have transformed ourselves into a classic toy store with only sales online.”
They started uploading on YouTube using TrueView in search engine and display ads. The aim of Rokenbok was to find new platforms to demonstrate its toys, build relationships with customers and drive sales with their online e-commerce website.
They built a YouTube channel with videos based on fun and education to target families. They targeted the key demographics of viewers who search for construction and train related videos. They focused on a consistent message to build a relationship with the customers and viewers.
Their results are pretty great, YouTube became the number one source of traffic for Rokenbok as 50% of customers came from YouTube.
American Airlines: American air recently launched a documentary style video series on YouTube named “Behind the Scene” to answer the questions of its customers like “Where does a bag go after it’s checked?”, “What’s involved in taking delivery of a new plane?” and “Why do airfares change so much?” etc.

The creative manager of Social Marketing Jon bird said that “Airlines are massive organizations but American Airlines is the world largest airlines organization. There are some messages that are tough to convey, but the ability to create videos can help to make them easier understood”.
These videos are not the traditional advertisement to use for visitors booking a flight with American Airlines.
The goal of these videos is not lead generation, these videos are built to increase brand awareness of American Airlines as a responsive and transparent brand.
The Home Depot: Home depot stands out in their niche market because they publish relevant content for their brand. They know that free educational video content established Home Depot as a trusted brand.

They can promote their products and services and sell them with “product placement” instead of pitching them in videos or commercial style pitching.
Home depot humanizes its faceless corporation. Home depot includes their employees in their advertisement campaign.
Home depot makes its tutorials simple with straight talking and employees who wear an orange apron and work in their stores to make it more personal.
Ibis: When Accor, Europe’s largest hotels operator decided to launch its IBIS brand again, it turned to YouTube videos to get a lift in viewers. More than 100 videos are created by Ibis hotels and many of them have more than a million views.

Ibis videos are short and they use old standby videos of cute baby animals to make audiences watch. Ibis uses videos to increase its brand awareness and promote its products and services.

Limiting Beliefs about Money and Work on Mindset Monday

Another key area of life where limiting beliefs hurt entrepreneurs is money and finances. These ideas usually originate within the family through the things that parents say to their children.

Common limiting beliefs include things like:

“Money is the root of all evil”
“People with money cheated to get it”
“There is never enough money”
“You have to sacrifice if you want to buy (enter any item here)”
“We’ll never be able to retire”

These limiting beliefs express feelings of guilt, hopelessness, or scarcity about money. Obviously, these are feelings that are not useful for an entrepreneur.

Work

Early educational experiences can also play a part in shaping limiting beliefs about what ‘work’ is. The current education system in most countries focuses on learning whatever is needed to pass an exam. It doesn’t train children to become adult entrepreneurs, freelance workers, or small business owners. As society changes, there is a lag in the education system, which is still following the old model.

This old model involves working for a set period of time doing tasks assigned to you by a boss. For this work, you receive a check for an agreed-upon amount. Through obeying your boss, working hard, and producing value to the company, you may then be allowed a better position or higher pay.

This model fundamentally clashes with the entrepreneur mindset. In this model, workers are rewarded for obedience and their ability to minimize risk. Accepting risks and taking on challenges, however, are key to success as an entrepreneur.

Many marketers fail to understand their customers

Many online marketers make basic mistakes because they simply fail to understand their customers.
If you can put yourself in your customers’ shoes, it’s easy to understand what they want and how to deliver it to them.
When you empathize with them, you can create a marketing message that resonates with them and shows that you’re a responsive business that cares about their customers.
Understanding What Your Customers Want
When you put yourself in your customers’ shoes, you quickly understand what they’re looking for.
If you’re a restaurant owner, imagine what you’d expect if you were looking for a meal.
You’d want the shop to be visible, clean, and friendly, and to offer something others don’t.
Each online niche has certain characteristics that its customers look for.
Don’t only think about what they want, but also what your customers don’t want. There is always risk involved in making purchases, especially when a customer chooses a new shop for the first time.
If you can imagine your customers’ fears and concerns, you can address them before your customers have a chance to worry or object.
Shut up and Listen
One of the biggest mistakes marketers can make is to assume.
In order to really understand your customers, you need hard data that they provide themselves.
Listen to customer feedback about your company, as well as the conversations they have online.
You can learn about people’s thoughts and feelings through blogs, blog comments, forum postings, and social media sites.
Even better, you can solicit the specific data you need by directly asking them to take a few minutes to give you feedback.
Online surveys are incredibly easy to conduct these days, and there are free tools, such as Survey Monkey, which make it a no-brainer.
Questions to Consider
Think about any company you deal with on a regular basis, and analyze your feelings about that company.
Then, try to discover why you feel that way. A few questions to ask yourself are:
What do you like or dislike about them?
What makes you want to go back and do business with them again?
Is their image friendly and professional?
Can you easily get what you want from them, and are interactions with them smooth and seamless?
What does the company do when you’re not satisfied with their products or services?
Through these questions, you can understand as a customer what makes a business’s service good or not.

Video Marketing Benefits for your Offline or Online Businss

Brand Reputation: People prefer to do business with those they trust. Video helps prospects get to know you much more easily than ordinary words can, and once they get to know you, they’ll hopefully learn to like and trust you, as well.

Low cost: Video marketing is cheaper than other methods of advertising. When you compare the cost of video with the value, you will find the expense is minimum and the results are better. You have to create it once then it can be viewed anytime and as many times as your audience may want.

Apart from the crowd: Video marketing is easier and more affordable

What is the source of your Limiting Beliefs

What is the source of your Limiting Beliefs on Mindset Monday
Limiting beliefs come from an actual place in your lifetime experience. Entrepreneurs often fail because they cling to limiting beliefs they’ve been conditioned to hold.

Limiting beliefs come from experience, and they can often come from very early life experience. They can even come from early childhood education. Generally speaking, society doesn’t raise children to become adults who think like entrepreneurs. In order to fit into society as adults, we are conditioned to think in more fixed mindset terms, especially as they relate to intelligence, money, and authority.

You can spread your messages just by podcasting!

I have been spreading my Solopreneur Success Strategies podcast through Libsyn (libsyn.com) using their RSS feed which can be sent to a variety of destinations.

I have a podcast feed at iHeart Radio

I have a podcast at iTunes

https://itunes.apple.com/ca/podcast/solopreneur-success-strategies/id1120757762

I have a podcast website at Libsyn

http://janegardner.libsyn.com/podcast

I have a podcast on Soundcloud

I have a podcast at Google Play for Android phones

Listen on Google Play Music

Go see what a Google Play Podcast looks like here!

No More Used Car Salesman

In recent years, the Internet has changed the world of marketing. Marketers can no longer use the same techniques today that worked yesterday. The attitudes and behavior patterns of your customer have changed, and to be successful you have to change with them.

Don’t Believe the Hype

Over the last few decades, consumers have endured a flood of sales and marketing material. They’ve been inundated with ads everywhere they turn, and each marketer tries to shout over the others for their attention. As a result, people have tuned out. They don’t believe in exaggerated language or hype anymore.

No More Used Car Salesmen

The online versions of used car salesmen have gotten a bad rap because of their hard-sell tactics. These tactics make them look like opportunists out to make a quick buck with little regard for their customers’ best interests. Consumers are no longer responsive to this approach. They’re smarter shoppers today, and they understand when they’re being manipulated.

Today’s Marketing Is about Relationships

The salespeople of the past saw a customer as a way to make a quick sale. The marketer of today needs to build relationships. The goal is for the customer to see you as a trusted friend and a valuable source of information. People want to feel like part of the brands they love, rather than just a number in a company’s marketing game.

The key to building relationships well is to focus on your customers’ needs. Listen closely to them and understand their problems and desires. You can then offer the products and services that customers are already actively seeking, rather than trying to convince them to buy products they never wanted in the first place.

Content Marketing

The way savvy marketers reach their audience online today is through content marketing. Customers are looking online for information, and you can be there to provide it. You build your expertise by providing answers and become, in customers’ eyes, an authority in your niche. This engenders trust and builds relationships. The resulting sale is a natural outgrowth of the relationship. Prospective customers visit your site because they know you’re offering what they want.

Two-Way Communication

Older marketing channels like television and print media went one way – from the marketer to the customer. Today’s communication goes both ways. It’s just as much about listening to your customers as talking, and in fact, probably more so.

Customers today are proactive in going out and finding what they want. Internet users aren’t passive like TV watchers. If you’ve listened well, you can create and provide them with the information they’re looking for, before anyone else.

Making It about Them

Today’s marketing is even more customer-focused than that of the past. It’s not enough for your website or marketing materials to boast about your company’s successes. Marketers have to emphasize tangible results their customers will get from the product or service and back them up with evidence supporting their claims. If you do your homework and know your target market well, it’s not hard at all to do this effectively. Offer what they need and invite them to join the dialog.