Do you view Steve Jobs as a great salesperson? The fact is that he was one of the best salespeople in the industry and most see him as an innovator and a visionary, unfortunately innovation and vision do not sell billions worth of Apple products nor convince venture capitalists to invest millions of dollars into something that no one knew nor believed would succeed, in those times.
So how did he do it and HOW should ALL business owners follow his example? The secret that every successful salesperson has that makes them great is that they are able to CONNECT the prospect to their story. How? They don’t sell the product, and instead they sell what the product will do for the prospect! They “Sell Dreams, NOT Products”.
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The only way to “Sell Dreams, NOT Products”, is to have a product that can “Create Insanely Great Experiences”. What does this mean in it’s simplified form? It means to have a great VALUE PROPOSITION. The greatest mistake that business owners make is that they create a great product, but they have no idea how to sell the experience that the product offers. Remember, a product is only great when the consumer believes that it’s great and the best way to find out is if they buy it.
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When you have a great value proposition and you discover the target market, you then need to discover the message that will connect the prospect to your story, The Dream, NOT the Product. That message is what you will use for your marketing and sales efforts. Master it so that you can communicate it clearly and effectively to your target prospect.
Article By:
Dennis Sanchez
Founder of Marcar Visions Marketing and Los Compadres, Modern Caballeros
