Two things come to mind about marketing: that is is very, very different from sales and that it makes sales easier when done well.
Different from sales: Selling is a transaction. The buyer pays you for your product or service. You have done enough or said enough or persisted enough that the buyer has been willing to pay you for what you are offering.
Marketing is establishing the connection and relationship that leads to the sale. You have researched the prospect's needs and their current pain--no sale without pain--and provided persuasive information directly addressing their pain. This information may be in the form of a brochure, a proposal, a white paper, monthly newsletter or a speech or presentation.
When you talk to the prospect's pain and their goals, they begin to feel and think "this person knows me." After a few more times, they think, "maybe they can actually help me." That's when the prospect makes the call to you and that is the goal and end result of marketing.
If you rush from introducing yourself to trying to make the sale, you short-circuit the valuable component of marketing. Using speeches and presentations is the single most effective way to market: that is, address their pain and give away some valuable help. When done well, the speech or presentation speeds the connection process and encourages the prospects in your audience to make the call sooner.
How do you use speaking as a marketing tactic? Share your ideas through our comment link.
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