A Business Superhero’s Guide to Branding, Marketing, and Sales
In the first week, we discussed the 7 steps you need to take in order to become a business superhero. Last week, we discussed what money is and what it is not so that you can begin making friends with it rather than treating it as the enemy. This week, we’re going to examine the three core elements of a successful business so you can get comfortable with them and being to apply them toward your success.
A brand is a message that answers the prospect’s questions of what you do, who it serves, how it serves them, why they need that, why you care that they get the results, how you plan to deliver the results, and what that’s going to change for them if they do get those results. In other words, it’s the message that comes from taking those 7 steps you took toward becoming a business superhero.
Discovering what your superpowers are and what they can do for others is the most critical part of your branding. If you don’t know this, you won’t know what it is that sets you apart from other people whose work is similar to your own. If you can’t distinguish your work from the work of others in a crowded market place, you won’t get found and you won’t get the customers.
Marketing is learning how, when, and where to deliver your brand to the people that you intend to serve in the greatest number possible for the greatest possible impact. It requires really getting to know the people who need your superpowers so you can go wherever it is that they gather in large numbers and then being able to explain how it is that what you do helps solve their problems and deliver their desired results.
People buy from people they know and trust. They must first know you exist before they can even begin to think about buying from you. Marketing lets people know you are out there and what you can do for them. If you are spending money on marketing but you are not clear about what results you can deliver, you are wasting your money and your time. This is why branding must come before the marketing begins.
This is the one that almost every entrepreneur gets wrong when they first start a business. Most entrepreneurs START the conversation by trying to sell something. They are so focused on getting what they want out of the conversation that they don’t LISTEN to what the prospect desires. If you don’t know what the prospect desires, you will have 0 chance of knowing what results they desire and earning their trust that you can deliver those results.
Sales is actually an invitation to partner with your prospect in delivering results that will help them achieve their dreams. Getting the sale requires that you cultivate a relationship with them so that you can earn their trust by consistently delivering good value with every interaction. This is why, on average, it takes 7 interactions before someone is willing to buy. That’s how many times it takes of interacting with you before you cement the trust you may have started to develop in the initial conversation.
The last step of sales is where you invite your prospect to COMMIT to achieving their dreams by paying you money to partner with them in achieving the results you’ve promised. In order to get them to commit, you need to be sure the terms of the commitment they are making are clearly spelled out for both of you. They must know what to expect, when to expect it, and how to expect it to be delivered to them. If you set proper expectations before signing on the dotted line, you won’t have to worry about lawsuits, product returns, or negative reviews of your service.
Service Is Part of Sales
The sale does not end when the check clears the bank. The check clearing the bank is when the real work begins because that’s when the commitment has been made by both parties. The after care is just as important as the before care and the care you give while working with your new client or customer. Following through, being sure that you keep in touch, and being sure that any problems or concerns they have are addressed as quickly and painlessly as possible are how you not only get the first sale, but continue getting sales afterward.
It is the service level they receive that determines whether or not they refer their friends to you after the initial project is completed or the product is delivered. Aim to wow them every time. Aim to make sure that every experience with you delivers value beyond what is expected.
Next Week: Finding Your Hidden Business Superpowers
Alright, business superheroes, you understand the basics. It’s time to find those hidden superpowers that you can claim which will allow you to deliver mind-blowing results and make incredible amounts of money because of it. If you follow the steps that I’m going to outline, I promise that you will find something you can offer the world no one else can, something which can change the lives of the people who come to you for the better, and with it – the world.