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.

“You betcha.”

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.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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