One of the original 49 Sandler Rules can help you position your marketing to help your sales efforts consistently. That is Sandler Rule #39: When All Else Fails, Become a Consultant.
Much of marketing today takes the form of content marketing. With content marketing, you share select tidbits of your expertise, usually online. The goal is for prospects and suspects to view you as an expert in your field, whether they're directly interacting with you or not.
In sales, sometimes you can tell that you've lost a deal. So instead of getting desperate and discounting, we advise clients to become a consultant instead. Share just a little bit of your expertise with them and leave it open to talk in the future. Then be sure to follow up and check in further down the road.
So what does that look like in marketing? In today's world, people are connecting with you and your organization online. So be sure to share content regularly that demonstrates your expertise. Of course, you shouldn't share everything, but share just enough that it reinforces in your prospects' minds that you know what you're talking about.
Where should you share that type of content? There are a few places and ways you can do it, especially online:
- LinkedIn on both your Company Page and personal profile
- Facebook, again on both your Company Page and personal profile
- Videos on YouTube
- Email newsletters (be sure to ask prospects if you can start sending them helpful content)
- Blog articles on your own website
- Articles on other well-respected websites
When you're not trying to sell but instead share your expertise, your credibility goes way up. Then you're more likely to come in above your competitors when your prospect is trying to make that decision in the future..
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Mike Crandall
Sandler Custom Growth Solutions
Mike Crandall is a Speaker, Consultant, Coach and Trainer focused on Sales, Management, and Leadership Development.
He's also the owner of Sandler Custom Growth Solutions, a world leader in innovative sales, management, and leadership training. They offer consulting, coaching, and training for individuals and organizations serious about professional development and growth.
Mike is the author of "Motivational Management The Sandler Way" and has written a sales column for several years.
Tim Priebe
Tim Priebe is a public speaker, author, columnist, and the owner of T&S Online Marketing. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.
Tim’s company helps with websites, social media, blogging, email newsletters, Google rankings, and online video. Tim is the author of several online marketing books, including "102 Tweets," "Blog a Week," and "Online Marketing Mindshift."
