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Hub You - Education vs Sales-Based Marketing
Customer service is always a hot topic. How many times have you gone to a business where the employees waiting on you appear to not care if you were there or not? How many times have you gotten your clothes back from the laundry with buttons crushed or you picked up a call-in order for dinner only to get home to find out it was wrong? These are all examples of poor customer service. These are lost opportunities. Good customer service programs can generate extra dollars to the bottom line. The recent problems with the airline industry are another example of a chronic bad customer service programs.Cleanliness and Customer / Employee interaction indicates a company's concern for the customer's well being. Customer service goes beyond saying "hello"; it is the "attention to detail" that makes for good customer service. It is unfortunate but "attention to detail" has become
You attract price sensitive shoppers and ‘tyre kickers’ that take up a lot of your time and result in extremely low conversion.
It’s difficult to maintain contact with prospects for long enough to build rapport and trust – it generally takes 4 to 6 contacts before a prospect will buy from you.
So, we can hear you shouting “If sales-based marketing is not going to be effective, what’s my alternative to get clients?”
And the answer is… Education-based Marketing. Education-based marketing is simply the process by which you attract and convert highly-qualified clients by giving them what they want – valuable informati
There are many benefits of having a written, comprehensive construction safety program. A construction safety plan can assist principal contractors to manage their workplace health and safety obligations.SafetySafety incidents will fall when you establish a make-ready planning practice coupled with following the rule of only doing work that is in a condition to be started and completed uninterrupted. Safety on the construction site is the responsibility of the contractor and the contractor supervisors. The goal is to improve safety and health for construction workers by making such information more accessible. Learn about the dangers of hand/power tools and equipment and necessary safety precautions. We believe that safety training and an up-to-date contractor safety manuals and proper Illness & Injury Protection Plans (IIPP) can help prevent future jobsite
What’s the single most important process determining whether or not your coaching business is successful?
The correct answer to this question can completely change your coaching business forever. It can change your perception of your business. It can change your focus in your business. It can change how you go about operating your business. And most importantly, it can determine the success or otherwise of your business.
We asked dozens of coaches this question and got a broad array of responses. But only 4% of them were even close to the mark! Most coaches answered: quality service; number of clients; pricing; branding; advertising copy.
…And whilst all these issues are critical, the single most important process is your marketing methodology. Whilst you must have all the other elements as well, it’s your marketing methodology that ultimately determines the success or otherwise of your business.
Let us explain…
Nearly all coaches use a marketing methodology that’s a sales-based marketing methodology. This is understandable as most traditional marketing methods teach sales-based marketing methods. We’re all impacted by sales-based marketing at every turn – on TV, newspapers, magazines, billboards, radio – everywhere. And when coaches research marketing methods, they are most likely to learn about traditional sales-based marketing methodologies – print ads (in newspapers, yellow pages, journals, magazines etc), direct telephone calls, radio, flyers, direct mail letters, etc.
But there are several extremely powerful forces at play against coaches employing a sales-based marketing methodology…
Most coaches invariably feel uncomfortable delivering a ‘sales pitch.’ Coaches generally have better technical skills than marketing skills. They’re therefore uncomfortable talking about themselves and endorsing the quality of their product. This means they don’t close, and comes across to prospects as a general lack of confidence in themselves, and their product and service.
Sales marketing is extremely expensive – narrowing your net margin on your service. The more you spend to get a client the less net profit you’ll retain at the end.
Generally people are very sceptical and defensive against sales approaches. This exponentially increases the barrier of making a sale. When you employ a sales-based marketing method, most prospects have already closed themselves off to learning about your services due to their natural tendency to put up a defence against sales-based marketing.
There is no trust and rapport built through a sales-based marketing approach. For a prospect to buy from you, there needs to be an element of trust. Your prospect needs to trust that you can deliver on your promises and that they’ll gain a positive return on their investment. This level of trust is extremely difficult to build through a sales-based marketing approach.
You build no reciprocal obligation on the prospect to investigate your offer or purchase from you. It’s a natural human tendency to reciprocate in kind what’s been given to you. You can not build reciprocal obligation through sales-based marketing.
You attract price sensitive shoppers and ‘tyre kickers’ that take up a lot of your time and result in extremely low conversion.
It’s difficult to maintain contact with prospects for long enough to build rapport and trust – it generally takes 4 to 6 contacts before a prospect will buy from you.
So, we can hear you shouting “If sales-based marketing is not going to be effective, what’s my alternative to get clients?”
And the answer is… Education-based Marketing. Education-based marketing is simply the process by which you attract and convert highly-qualified clients by giving them what they want – valuable informatio
Whenever we throw something away, whether in the garbage can, the compost, or the recycling, it can smell terrible. Rotting organic matter smells especially badly. But it can also become rich compost for fertilizing the garden. The fragrant rose and the stinking garbage are two sides of the same existence. Without one, the other cannot be. Everything becomes a part of the garbage. After six months, the garbage is transformed into a rose. When we speak of impermanence, we understand that everything is in transformation. This becomes that, and that becomes this.Looking deeply, we can contemplate one thing and see everything else in it. We are not disturbed by change when we see the interconnectedness and continuity of all things. It is not that the life of an individual is permanent, but that life itself continues. When we identify ourselves with life and go beyond the bo
Let us explain…
Nearly all coaches use a marketing methodology that’s a sales-based marketing methodology. This is understandable as most traditional marketing methods teach sales-based marketing methods. We’re all impacted by sales-based marketing at every turn – on TV, newspapers, magazines, billboards, radio – everywhere. And when coaches research marketing methods, they are most likely to learn about traditional sales-based marketing methodologies – print ads (in newspapers, yellow pages, journals, magazines etc), direct telephone calls, radio, flyers, direct mail letters, etc.
But there are several extremely powerful forces at play against coaches employing a sales-based marketing methodology…
Most coaches invariably feel uncomfortable delivering a ‘sales pitch.’ Coaches generally have better technical skills than marketing skills. They’re therefore uncomfortable talking about themselves and endorsing the quality of their product. This means they don’t close, and comes across to prospects as a general lack of confidence in themselves, and their product and service.
Sales marketing is extremely expensive – narrowing your net margin on your service. The more you spend to get a client the less net profit you’ll retain at the end.
Generally people are very sceptical and defensive against sales approaches. This exponentially increases the barrier of making a sale. When you employ a sales-based marketing method, most prospects have already closed themselves off to learning about your services due to their natural tendency to put up a defence against sales-based marketing.
There is no trust and rapport built through a sales-based marketing approach. For a prospect to buy from you, there needs to be an element of trust. Your prospect needs to trust that you can deliver on your promises and that they’ll gain a positive return on their investment. This level of trust is extremely difficult to build through a sales-based marketing approach.
You build no reciprocal obligation on the prospect to investigate your offer or purchase from you. It’s a natural human tendency to reciprocate in kind what’s been given to you. You can not build reciprocal obligation through sales-based marketing.
You attract price sensitive shoppers and ‘tyre kickers’ that take up a lot of your time and result in extremely low conversion.
It’s difficult to maintain contact with prospects for long enough to build rapport and trust – it generally takes 4 to 6 contacts before a prospect will buy from you.
So, we can hear you shouting “If sales-based marketing is not going to be effective, what’s my alternative to get clients?”
And the answer is… Education-based Marketing. Education-based marketing is simply the process by which you attract and convert highly-qualified clients by giving them what they want – valuable informati
Now there's a simple, very simple, solution to the myriad Top-Down-Management scams going on at the moment.And just think of all the money you could save!Don't you think that it's time to teach these Top-Down-Management people a lesson? Think of the damage they are doing to you and your Brands, to the very concept of trust and the building of relationships. Additionally there would be the tremendous Public Relations benefits to you, the advertiser, taking the side of your customers and doing something about the appalling Top-Down-Management Media shenanigans.Plus the fact that they are already abusing the fledging interactive capabilities of the networks, and you most certainly do not want them to do that, interaction is where YOUR future isO.K? Then let us review some of the latest Top-Down-Management gaffes, all of them media/advertising re
But there are several extremely powerful forces at play against coaches employing a sales-based marketing methodology…
Most coaches invariably feel uncomfortable delivering a ‘sales pitch.’ Coaches generally have better technical skills than marketing skills. They’re therefore uncomfortable talking about themselves and endorsing the quality of their product. This means they don’t close, and comes across to prospects as a general lack of confidence in themselves, and their product and service.
Sales marketing is extremely expensive – narrowing your net margin on your service. The more you spend to get a client the less net profit you’ll retain at the end.
Generally people are very sceptical and defensive against sales approaches. This exponentially increases the barrier of making a sale. When you employ a sales-based marketing method, most prospects have already closed themselves off to learning about your services due to their natural tendency to put up a defence against sales-based marketing.
There is no trust and rapport built through a sales-based marketing approach. For a prospect to buy from you, there needs to be an element of trust. Your prospect needs to trust that you can deliver on your promises and that they’ll gain a positive return on their investment. This level of trust is extremely difficult to build through a sales-based marketing approach.
You build no reciprocal obligation on the prospect to investigate your offer or purchase from you. It’s a natural human tendency to reciprocate in kind what’s been given to you. You can not build reciprocal obligation through sales-based marketing.
You attract price sensitive shoppers and ‘tyre kickers’ that take up a lot of your time and result in extremely low conversion.
It’s difficult to maintain contact with prospects for long enough to build rapport and trust – it generally takes 4 to 6 contacts before a prospect will buy from you.
So, we can hear you shouting “If sales-based marketing is not going to be effective, what’s my alternative to get clients?”
And the answer is… Education-based Marketing. Education-based marketing is simply the process by which you attract and convert highly-qualified clients by giving them what they want – valuable informati
You hear all sorts of rules about job interview success:* people decide about you in the first 10 seconds * you have to make a good first impression * always ask insightful job interview questions * learn as much as you can about the company * they'll probably ask interview questions designed to trip you up * have some quick answers to interview questions at the readyNot bad, as far as rules go: some of them make perfect sense. But getting the job you want isn't about following rules or giving the 'right' interview answer.It's about presenting yourself in the most authentic way that takes care of you and the interviewers at the same time.So many people chuck their chances away: they don't take enough care and interview preparation time so that the whole process is enjoyable, stimulating and informative for both parties.<
There is no trust and rapport built through a sales-based marketing approach. For a prospect to buy from you, there needs to be an element of trust. Your prospect needs to trust that you can deliver on your promises and that they’ll gain a positive return on their investment. This level of trust is extremely difficult to build through a sales-based marketing approach.
You build no reciprocal obligation on the prospect to investigate your offer or purchase from you. It’s a natural human tendency to reciprocate in kind what’s been given to you. You can not build reciprocal obligation through sales-based marketing.
You attract price sensitive shoppers and ‘tyre kickers’ that take up a lot of your time and result in extremely low conversion.
It’s difficult to maintain contact with prospects for long enough to build rapport and trust – it generally takes 4 to 6 contacts before a prospect will buy from you.
So, we can hear you shouting “If sales-based marketing is not going to be effective, what’s my alternative to get clients?”
And the answer is… Education-based Marketing. Education-based marketing is simply the process by which you attract and convert highly-qualified clients by giving them what they want – valuable informati
There is no doubt that we now live in one of the most culturally and ethnically diverse societies in the world. Canada’s workforce has become a reflection of our ever-changing world and marketplace. It has been shown that companies whose employees mirror society’s diversities can proficiently understand and meet the needs of the country’s multicultural market.Here are three of the main reasons why forward-looking companies are adopting diversity hiring policies:Group problem-solving and productivity: A workforce consisting of qualified individuals with different genders, race, ethnicity, culture, education, age, lifestyles and abilities are more apt to find creative solutions to difficult problems. Divergent inputs will often prompt staff to explore diverse point of views. The number of alternative solutions that an organization may be willing to consider and imp
You attract price sensitive shoppers and ‘tyre kickers’ that take up a lot of your time and result in extremely low conversion.
It’s difficult to maintain contact with prospects for long enough to build rapport and trust – it generally takes 4 to 6 contacts before a prospect will buy from you.
So, we can hear you shouting “If sales-based marketing is not going to be effective, what’s my alternative to get clients?”
And the answer is… Education-based Marketing. Education-based marketing is simply the process by which you attract and convert highly-qualified clients by giving them what they want – valuable information and advice that solves their problems - and removing what they don’t want, a sales pitch.
Education-based marketing is generally undertaken by delivering Credibility Marketing techniques such as public speaking, information based teleclasses, publications, networking, hotlines, free educational give aways (such as reports, assessments, tools, ecourses), etc.
As opposed to sales-based marketing, education-based marketing means…
- You give your prospect what they really want – highly valuable information. And you take away what they don’t want – a sales pitch.
- You maintain your dignity and feel good about yourself as you never make an effort to sell.
- Your brand recognition and respect will skyrocket! Education-based marketing is the ultimate brand builder. By positioning yourself as the ‘expert’ or ‘specialist’ by solving, through your education products, the most pressing issues your niche confronts. You become the only logical choice in your market.
- You can establish yourself as a credible authority as prospects depend on you as a reliable source of valuable advice.
- You significantly reduce your marketing costs – and can in fact get paid to market yourself. This vastly compounds the net worth of every client you attract – you can actually earn double the net profit with only half the clients!
- You don’t have to seek out new prospects – prospects come to you (to have their problems solved).
- You can maintain (mutually beneficial) contact with your prospects through the sales process because they don’t feel pressured by a sales pitch and value your information and advice.
- You reach prospects early during the first stages of their decision making process.
- You attract ‘moderately interested’ prospects that may otherwise be afraid to call you but are not afraid to request your information.
- Due to the high level of trust and rapport built early on you’ll be perceived as an adviser, not a salesperson, making added-value sales dramatically easier.
- You dramatically increase your referrals from prospects as they feel loyal to you – due to a relationship built on trust and reciprocal obligation and your efforts to help them – even if they don’t hire you! And your referrals will come much earlier in your relationship.
- You gain compounded advantage as your information is passed freely between prospects within your niche.
- You gain a competitive advantage because not many competitors are using education-based marketing.
- You achieve a highly leveraged advantage as you can put forward your marketing even when you are not present.
- You save valuable time as you often are delivering your message directly to your most highly qualified target audience.
As you can see, education-based marketing is the exact opposite to sales-based marketing, and can make an extraordinary difference to your business, and your enjoyment of ‘doing’ business. So, ask yourself, “How much education-based marketing am I currently doing?” and “How can I develop a marketing plan significantly compr
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