Page 10 - Demo

10 | November 2024 Slippery Rock Gazette
Training & EducaTion
WAYS TO THRIVE
EVEN IF THE
ECONOMY
IS SLOW
● AVOID wasting money on ads just to compete on price
● SHIFT your messaging so you can sell on VALUE not PRICE
● SERVE first, SELL second
Thriving in a Challenging Economy: How to Strengthen Your Marketing Sales and Strategies
ASthe dreaded economic slowdown affects more fabrication shops each day, it’s clear that relying on old strategies won’t cut it anymore. To navigate these chal- lenging times successfully, you need a solid marketing plan that doesn’t rely on lowering prices to generate leads, and you need effec- tive sales techniques to convert those leads into bookings. Here’s how you can adapt and
rise above the competition.
Stop “Marketing by Accident” and Start “Marketing on Purpose”
The goal of marketing is simple: gener- ate leads—prospective customers that your sales team can convert into paying clients. But here’s the catch: if your marketing is focused on your latest discounts, new col- ors, or pictures of recent installations, you’re positioning yourself as just another shop among many. You’re not giving your cus- tomers any reason to consider you beyond price or variety.
Don’t believe it? Try pulling up the web- sites or Facebook pages of 10 different fab- rication shops. After looking at three, you’ll see that they all start to look the same.
Most fabricators fall into the trap of copy- ing what others are doing. This includes playing the “low price game.” If you’re not careful, you might be doing the same thing. So, how do you avoid wasting money on ads just to compete on price?
Understand Your Customer’s Perspective
To stand out, start by stepping into your customer’s shoes. Look at the world from their perspective, and craft your market- ing message to reflect their concerns. When you do this, you become much more than just another option—you become a trusted partner.
Begin by identifying the problems that keep your customers up at night. If your pri- mary customer is a contractor, tailor your message to show that you understand their challenges. If you primarily serve homeown- ers, adjust your messaging accordingly.
For example, contractors are worried about hitting deadlines and managing multiple
Ed Young
Fabricator’s Coach
projects. Homeowners, on the other hand, are focused on selecting the perfect prod- uct that fits their vision and budget. While there’s overlap, their core concerns differ.
Five Insights on How to Sell Without Being “Salesy”
Even with excellent marketing that brings in high-quality leads, you still need to con- vert those leads into actual sales. The chal- lenge is that no one likes being “sold to.” So, how do you sell without coming off as pushy?
The answer lies in changing your perspec- tive and approach. Here are five key insights on how to sell without selling:
1. Understand Why Buyers Buy
People don’t buy products or services— they buy solutions to their problems. Whether they’re trying to relieve a pain point, reduce fear, or achieve a goal, purchases are driven by emotion. Buyers make emotional deci- sions and then justify them with logic.
If you only ask surface-level questions, you won’t uncover the real reasons behind a customer’s purchase decision. Connect on an emotional level by understanding their deeper motivations. Customers want to work with someone who understands their unique situation and can guide them toward the best solution.
2. Focus on Helping, Not Selling
Sales shouldn’t feel like sales. Your role is to serve by helping prospects find the best solution for their needs. When you shift the conversation from selling to solving, the value of what you offer becomes more apparent.
3. Create Interest, Not Resistance
Every interaction you have with a potential customer either generates interest or creates resistance. Your mindset plays a huge role here. If your primary focus is “How can I get this person to buy?” you may be pushing cus- tomers away.
Instead, focus on truly helping your pros- pects. When you approach each conversation with the goal of serving their needs, you’ll build stronger connections and gain more clients.
4. Ask Provocative Questions
Exceptional salespeople challenge pros- pects to think differently. By asking thought- ful, provocative questions, you help them reframe their current situation. This approach provides value to the customer and helps you better understand their needs.
Asking the right questions allows you and the prospect to jointly uncover the best path forward. This not only builds trust but also helps you identify if your solution is the right fit.
5. Master the M3 Formula: Mindset, Mechanics, Motion
Success in sales requires a strong founda- tion in three areas: Mindset, Mechanics, and Motion.
• Mindset: A positive, proactive mindset is critical to long-term success. Understand what drives your perceptions and reactions.
• Mechanics: This refers to the specific skills and processes you need to succeed in sales. Being prepared for any situation will help you close more deals.
• Motion: Consistency is key. You need to maintain constant, intelligent action. Set clear goals, create a plan, and stick to it, adapting as needed.
By mastering these three elements, you can ensure steady, reliable results.
The Takeaway: Serve First Sell Second
At the end of the day, customers don’t just want a product—they want a trusted advisor who can guide them toward the best decision for their unique needs. A solid marketing strategy will generate a steady flow of leads, but without effec- tive sales techniques, those leads won’t convert.
By focusing on serving your prospects and shifting away from the “low price game,” you can build a more profitable, sustainable business, even in tough eco- nomic times.
It’s possible to grow your business, make money, and still have time to enjoy your success.
For further insights or a more tai- lored approach to your business, feel free to reach out to the author at Ed@ FabricatorsCoach.com.