Softer Terms for Business Success
I was recently challenged to soften the words I use when speaking of marketing and how those words might impact the end user.
- TARGET Market or Market Match?
For years I thought I coined the phrase target market. People like Zig Ziggler, Tommy Hopkins, and Stephen Covey all have used those words long before I did. I am sure that many people will agree that the word target allows the listener to imagine someone shooting at a bull’s eye. Some might envision the use of a rifle for target practice or worse, yet killing an animal.
To soften the words target market, I will remove the word target and substitute the word match. From this time forward I will use the words market match. Beside market match being easier to hear, it is also more appropriate. We are always working towards matching our product or service to our clients’ needs/wants. I recently replaced this and I am already seeing more people nod with approval.
- CLOSE or provide value?
I have always hated the word close. I have rarely used it, only using it when describing to a client what not to say. We all should provide value to get the sale. There is also a great lesson in evaluating these terms. Frequently, especially with new sales people, I often find that they only think in terms of collecting the check, or better said, “Getting paid!” When each of us first consider the value of the product or service we provide, we can then feel great about delivering and then getting paid.
- INDEPENDENT REPRESENTATIVE or Rainmakers?
I need to give credit where credit is due for this one. Thank you Million Dollar Mastermind Group, Sharon, Sue, Paul, and Brian. They showed me the light on this one! For years I have referred to those who teach what I teach as independent representatives. Since 2010 I have been connecting with many business associates around the idea of teaching clients how to make it rain. I shared this with the group and they all immediately gleaned to rainmakers. When you think about it that is what all of us who are in business want to make happen. We want it to rain prospects and referrals.
- HARD SELL or build relationships?
My first sales experience was working for a company that sold benefits to the self-employed. We were told from the very first day that it is, “A one close sale.” We had a saying, “There will be no B-BACKS!” That was a code of sorts that we were on each appointment to collect a check. We were not planning to be back to collect the check another day. This was definitely a hard sell versus building relationships. So much so that I can count on one hand in my five years with that company how many times I went back for a second time to collect a check.
Today we are in the business of building relationships. Few people in sales are in it for the hard sell. It is more important than ever to build relationships. Most of us are either interested in more referrals or additional sales with existing customers. When we build relationships with our clients, prospects, and referrals our sales increase.
- UP SELL or provide continued value?
The words up sell have always conflicted me. They cause a knot to form in my stomach. I know what they mean, however they take away from the relationship we are creating.
Getting back to that company that sold benefits to the self-employed, they were always encouraging us to up sell. Up selling gave me a bigger pay check as it also did the company. My philosophy was to always sell what the client needed or wanted. If there was a need for a benefit and the client wanted it, they got it. In that case, as with all my sales experience, my goal is to provide continued value. When providing continued value we will have loyal customers, plentiful amounts of prospects, and ample referrals.
- CUSTOMERS or Tribe members?
In the day of the Metro Man, with feminine sides combining with masculine sides, much of what we do today is very inclusive. Girls are playing baseball, and they are on the boy’s team. We have all girls’ football teams. We should consider the same as we consider those who have supported us in our businesses over time. Many in business are today wrapping their collective arms around the words “Tribe Members.”
The economy dictates that we become more inclusive for the reason of creating more with less. When we can find ways to support our business “brothers and sisters,” they in turn will support us. I am sure the words will change as the beat goes on. As we are becoming more of a society of inclusion, it is important to consider the terms we use to include all in a gentler manner.
Gerry Rose runs INTEGRITY Networking Solutions in Oceanside, CA. He works with people in business who want to attract the right prospects and generate more referrals. More than 10,000 businesses have been presented the INTEGRITY Networking Solutions system in San Diego, Los Angeles, Riverside, and Orange Counties.
Gerry’s stimulating presentation Unlimited Prospects, Unlimited Referrals is ideally suited for small business owners, home-based businesses, and independent professionals who want clearer direction and want to attract more prospects, develop dynamic systems, and strengthen their companies’ accountability. Gerry does one on one consulting, conducts a range of keynote speeches from thirty minutes to full-day education workshops.
His book series, Unlimited Prospects, Unlimited Referrals, are available on the website, www.integritysd.com.
Gerry has more than 20 years’ experience directing business owners how to grow their businesses. He is a networking dynamo. Those who know him will assure you that he does a great job of bringing people together—which is why he started INTEGRITY.
Involved with networking organizations since 1984, Gerry is a Distinguished Toastmaster, a member of Toastmaster International, and has chaired numerous chambers of commerce and non-profit organizations.
Are you truly committed to attracting the right prospects and generate more referrals? If so then contact INTEGRITY Networking Solutions for availability and information. You can contact Gerry by mail at 1610 Quiet Hills Drive, Oceanside, CA 92056. Direct dial (760) 439-4623; e-mail to gerry@integritysd.com. For more information, go to www.integritysd.com
