Marketing & Management Blog

Your dialogue communicates value to client and referral prospects—it can give you valid reasons for communicating with your targets, and it can communicate the benefits you offer.

We focus on five methods of dialogue that help sell in your comfort zone: …Read Full Entry

While entertainment is a highly common and absolutely appropriate technique for generating business, not everyone thinks it is appropriate. Some people are annoyed by vendors offering to take them to lunch. We had a client who said that one of his clients made it clear that he only wanted good work and no entertainment. …Read Full Entry

The question comes up frequently, “When you entertain someone for business (for example, when you take someone to lunch), what do you talk about?” A good technique is to get your contacts talking about themselves. You simply have to develop the skill of asking good questions. …Read Full Entry

We always recommend that you blend your business entertainment with the activities you enjoy. We have had many clients who have thought of themselves as social introverts but who have effectively used their hobbies and interests as a vehicle for entertaining their valued contacts. …Read Full Entry

As with other selling strategies, there are obstacles to giving value in advance. Here are some common obstacles and suggestions for overcoming them: …Read Full Entry

In addition to reducing your embarrassment, value in advance is an effective strategy for motivating targets to hire you. Your targets hire people they see as compatible and capable. Consider how these five categories of value in advance help communicate compatibility and capability: …Read Full Entry

A fundamental reason why professionals are uncomfortable with selling is that asking for business feels embarrassing. It can feel needy, pushy, and greedy. There is the risk of rejection.

A way to overcome your discomfort is to have a comfortable reason for reaching out to your targets. …Read Full Entry

One of the most effective strategies for communicating value to your contacts is a strategy called “value in advance.” Ever since we began consulting our clients in 1985, value in advance has proven to be the most significant concept for professionals to promote their services both safely and effectively. …Read Full Entry

Before you can accurately communicate your ability to offer value, you must be clear about what that value is. Take a moment to identify the benefits you offer.

Once you are clear about the benefits you offer, the next step is to decide which benefits you want to reveal. …Read Full Entry

Although you feel proud of the things you sell,
If their value is secret, they won’t sell well.
So your job is explaining the reasons to buy.
When folks understand them, they’ll give them a try.

The core of selling in your comfort zone is communicating value to quality targets. …Read Full Entry