The art of selling

April 30, 2010

Ultimately, the goal of any marketing communication is to sell something. Even Nike TV/web commercials sell — as barren as they are of any pitch, to the point of only flashing the familiar swoosh logo for a few seconds. In this case, it is the passion expressed for the product’s application (competitive sports and sports training, for example) that stirs viewers to positive feelings that transform into Nike sales. Features, benefits and claims are nowhere to be found.

Of course, it takes a lot of brand building to be able to do what Nike does. But the core lesson can apply to all marketers/advertisers who have intrinsically worthwhile products.

Before making a marketing peep, be sure you have a product that fills a need. It doesn’t matter if there are tons of competitors or you’re selling to a tiny niche market. You can’t sell junk (at least not for very long before being tarred and feathered).

If you have a product you believe in, you can sell it. So, believe in it. Expressing belief is the soul of selling. Understand how the product can made a difference in people’s lives and feel good about that fact. Develop a passion for solving people’s problems. Develop the point of view that this product is how problems are solved. Talking to potential customers then becomes authentic conversation with an audience made up of people who are friends who can benefit from your help. They are getting special advice and a special deal — and everything said in the advertising communication (whether a blurb on Facebook or a radio spot) is true.

People are starving for truth. Truth plus belief plus passion make the world’s most potent sales formula.

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2 Responses to “The art of selling”

  1. Dan O'Day Says:

    * Goal is to sell something

    * Fill a need

    * Understand how the product affects people’s lives

    * The product or service as a problem-solver

    * Engaging prospects in a conversation

    Good grief. You haven’t given me ANYTHING to disagree with.

  2. andywebb Says:

    Dan:

    Thanks for commenting. Any marketing communication that stays true to the points you’ve made will certainly have an effect in the marketplace.

    Andy


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