“Rather than telling people how great you are or your products and services are, teach them how they can be great.” – Jon Ferrara in today’s Tip 776
How great you are?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Jon Ferrara. Jon is the CEO of Nimble and believes the more people you can help grow, the more you grow. It’s one of the reasons he pioneered contract management and CRM with Goldmine in the 90’s and re-entered the workforce in 2010 to launch the first social CRM with Nimble. Here he is:
Jon Ferrara: Have you come across a customer that wasn’t ready to buy. And have you wondered how you might stay top of mind with that customer in the future? So that when they’re ready to buy, they not only pick up the phone and call you, but they drag their friends with them and know it’s not by emailing them a quarterly newsletter, how great your products and services are. Guess what, nobody cares about your products and services. So stop talking about them. What they care about is themselves. People don’t buy great products, they begged better versions of themselves. And so rather than telling people how great you are or your products and services are, teach them how they can be great. I call it, if you teach people to fish, they’ll figure out that you sell fishing poles. How do you do it? It’s easy. You build identities in all the places where your prospects and customers and ideally their influencers are having conversations where people go to seek knowledge, to be better smarter, faster in and around the areas of the promise of your products and services and on a daily basis, share and inspire and educate with content.
Now you can either write that content or while you’re reading in the morning, you’ll have your cup of coffee, where you’re trying to learn more about your industry, share the things that inspire and educate you and what you want to make sure that you do is you attribute the person’s name who wrote it, and you hashtag the category. In my instance, I share content about how to be better at pound sales, pound marketing, pound social, pound entrepreneurship. And then when you share that content, make sure that you listen and engage with other people because you don’t want to be dropping fishing lures into the river and let fish just come by and nibble on your bait. And you don’t reel them in. Because the whole point of dripping content is to build your brand, build your network, setting yourself up as a trusted advisor so that when your customers need your products and services, they pick up the phone and call you. And they drag their friends with them. I call it the five ease of social selling. Educate, enchant, engage, embrace, and empower your customers. You do that best by giving your knowledge away. That sets you up as a trusted advisor. If you’re the trusted advisor, people will come to you. You don’t have to cold call them and you will have a funnel full of leaves. Thank you. Good luck and good selling.
Once you’ve checked that out. Be sure to come back tomorrow for another great sales tip. Thanks for listening!