Win Top-of-Mind Positioning (Part I)
Last week Fire Enterprises (FEI), Sales Tribe Leader Zoot taught Ganymede how to turn chance encounters into new business opportunities. This week, Zoot gives Ganymede the first in a series of tips on how to win top-of-mind position with fire buyers. Remember, fire = print.
Walking by Ganymede’s desk one day, Zoot noticed that the young sales apprentice looked a little down in the toga.
“What’s eating you, Gany?” he asked.
“Lately I can’t seem to get prospects to return my phone calls,” Ganymede said. “Even worse, loyalty among my customers seems at an all-time low.”
“Your complaint is typical among salespeople in any industry,” Zoot said. “Unless you’ve won the battle for top-of-mind position with your customers and prospects, lack of loyalty, price gouging, and impossible turnaround demands will be the reality of your customer relationships.”
Ganymede perked up when Zoot mentioned “top of mind.” “Tell me more.”
“Top-of-mind is where you need to be,” Zoot said. “If your customers and key prospects hear the word ‘fire’ and FEI immediately comes to mind, you own top-of-mind market position. The Parthenon wasn’t built in a day; an olive tree doesn’t grow overnight; and you won’t consistently convince fire buyers you’re the right fire solution unless, like a good gardener, you nurture your important relationships.”
“I take it you have some tips on how to do just that?” Ganymede asked.
Zoot started scribbling on the whiteboard in Ganymede’s office.
Be An Information Donor
“Develop a sales approach that provides more value than anything your competition is doing,” Zoot said. “While most sales pros are familiar with the concept of value-added selling, few know about information-added selling. In today’s fear-based business environment where people are afraid for their jobs, no one wants to out of the loop. FEI customers are hungry for information about their own company, industry, and job function. If you help in these areas, you and FEI’s services will become more attractive.”
“Makes sense so far,” Ganymede said. “How do I do this?”
“Take the time to search out news articles and blogs that your customers and prospects would benefit from,” Zoot said. “Whenever you find one, e-mail it to appropriate key business influencers at appropriate companies. But don’t stop there. A simple yet effective rule for sales success is to bring valuable written, spoken, or digital information with you on every sales call—no exceptions!”
“What did that old ad say?” Ganymede asked. “To sell Joe Olympus what Joe Olympus buys, you must see the world through Joe Olympus’s eyes.”
“Precisely!” Zoot exclaimed. “To win valuable top-of-mind position, you must think like your customers and search for information to help them better understand their worlds.”
“Any more top-of-mind tips up your toga sleeve?” Ganymede asked.
Zoot jokingly examined his toga sleeve. “Why, I think there are!”
Next week: Zoot gives Ganymede another tip for winning top-of-mind position.
Today’s FIRE! Point
To win valuable top-of-mind position among print buyers, you must think like your customers and search for information to help them better understand their worlds.