Marketing Gets You Known, Sale$ Gets You Paid by Judy Hoberman
How to Turn Marketing into Sales
Judy Hoberman, author of Selling in A Skirt – The Secrets Women Don’t Know They Know About Sales (And What Men Should Know, Too), her company, Selling in A Skirt, helps women become successful in business and the gender differences in sales.
Five Steps to Accomplishing Your Goals:
Visualize It: Seeing a goal is more powerful than simply setting a mental image. Post photos, quotes, and stories to keep you inspired.
Inform Others: Share your goals with friends and family. It helps you hold yourself accountable and overcome potential setbacks.
Put it on the Calendar: Put a date and your goal on the calendar.
Sales and Marketing are different activities.
- Consumer research
- Product Development
- “JUST” Converting prospects into paying customers
- Live Leads
- Active Leads
- Sales Ready Leads
- Sales Ready Leads
Marketing + Sales = Success
For optimal results, both need to work together. You need marketing in sales and sales in marketing. If you don’t do any marketing, no one is going to show up.
Why do people not like to sell? Why do you not like to sell?
Everybody is a sales person. You’re selling the idea of a project, dinner to your family, opportunities to do better.
Know, Like, Trust, Try, Buy, Repeat, Refer.
If you really want to build a relationship with someone, ask them questions. When you ask prospects questions, they feel as if you are actually interested in them.
For Men, asking questions means:
- Gathering Information
- Facts & Figures
For Women, this means:
- Building Relationships
- The Entire Story
“He who asks is a fool for five minutes, but he who does not ask remains a fool forever.” – Chinese Proverb
5 Types of Questions:
- Close Ended questions – Gathering information (Who, What, Where, How).
- Open Ended questions – Asking the WHY.
- Clarifying – Make sure you really know what they’re saying.
- Leading – Repeat what they said in different words.
Sales is nothing more than relationship marketing – If you don’t have a relationship with someone, they are more likely to trust someone they Know, Like, and Trust.
Do you know your target? It cannot be everyone. Concerns, solutions, etc. A niche market is a group of people with specific needs or interests. When you identify your niche market, your sales will soar, because you become the expert in your field, and everyone will gravitate towards you.
- A smaller group has very specific and unique needs and wants.
- You will get more referrals.
- You can find business allies.
- You will be laser focused on your target.
- You are seen as the expert in your field
How is already in your space that complements you and you are not competing against? Strategic partners can work with you.
Listen to what your customers really want instead of trying to figure out what they want. Listen with the intent to listen, and not the intent to speak. Actively listen. Be present where you are.
TRUST is the number one rule in sales. It’s what relationships depend upon. Trust is not something you can buy, you have to earn it. Once you have a network of people who trust you, the possibilities are endless.
If you don’t follow up, no one will do business with you.
- 48% of sales people never follow up.
- 25% of sales people make a second contact and stop.
- 12% of sales people only make three contacts and stop.
- Only 10% of sales people make more than three contacts.
- 2% of sales are made on the first contact.
- 3% of sales are made on the second contact.
- 5% of sales are made on the third contact.
- 10% of sales are made on the fourth contact.
- 80%of sales are made on the fifth to twelfth contact.
The Report For Women: Look for articles that interest your prospects, send them the link, and tell them you thought of them.
As we go on through our journey,
- we all have dreams
- we all have goals
- we all have challenges
In 24 months, I am ….
In 12 months, I am ….
In 6 months, I am ….
Describe it in detail, so that if someone else read these statements, they could almost see it, feel, smell, touch, etc.
- Priorities – Until you know your priorities, you will not know the difference between opportunity and distraction.
- Leverage – Not only on Social Media, but off of it, as well.
- Access – When you show up, you get access.
- Network – Have the right people in your circle of connection.
- Service – When you serve others, magic can happen.