ARE YOU WILLING TO MARKET?

Even if you have a great new business idea for a product or service, getting it produced or promoted is hardly enough. Someone, probably you, has to sell it. I prefer using the term marketing, rather than selling because a marketer seeks to find a product or service need, while stereotypical salespeople seek to sell their products whether there is a need or not. However, there is selling within the marketing concept because, even though you have identified the prospect's needs, you still have to convince him or her that your product or service is better than the other guy's. Since most products or services are difficult to differentiate, ultimately it gets down to you and the extent to which you can build trust and confidence with your prospect. In short, building a relationship.

What is required of you is a willingness to make connections with prospective clients or customers and to develop relationships with as many of them as you can in order for you to identify current needs or for them to know and appreciate you against the time that a need will arise. Note that the operative word is "willingness" it has nothing to do with ability, because if you do not market willingly, you will find every excuse not to do it. And unless you maintain a consistency of effort, your sporadic marketing activities will cause your business to struggle or worse.

If you do not think of yourself as a marketer, yet the success of your business is based on your marketing efforts, what can you do? Several things. First, choose to change your attitude from one of reluctance to one of enthusiasm. See the joy you receive when you know you have served a customer/client well with a high quality product or service. Feel the sense of satisfaction that you will experience. Second, prepare each call or contact with a feeling of positive expectation. Say to yourself before the telephone call or meeting, ?I know that my product/service will add value to my customer and fulfill the person?s needs.? Last, remember that practice makes perfect; the more to do it, the more effective you will become and more enjoyment you will experience.