Posted by Dave Lorenzo - Business Coach

Yesterday we talked about how to sell more stuff by qualifying your prospects.  Today we are going to talk about the role of marketing in your business.

I teach my clients that marketing should bring qualified prospects to their doorstep.  The way this is done is through education.   The company that educates the prospective customer usually wins them over.  That’s a fact.  Your marketing should teach the prospect as much as necessary about the industry, you product/service and it should position you as the obvious choice. 

To do this your marketing must help your prospective customer answer five key questions:

• Why should they want your product/service?
• Why must they get it from you? 
• How will it help them?
• Why do they need to buy it now?
• What will happen to them if they don’t buy it now?

The answers to these five questions must be present in their mind before they ever meet with you.  

Your marketing must answer these questions over and over again.  The answers to these questions must be second nature to your client by the time they sit down and meet with you.

Over the next few days we’ll discuss each question and why answering them are important to good marketing.

Filed under: Marketing
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