We have another explosive session here on Sales from the Street. Folks tell us about the challenges they face as they’re hustling and what they do to overcome them. Today, we have Tony Elam and he shares with us some insights which you could apply to your own business or sales process.
Tony is the Founder/Owner of Fit Digital Marketing, a digital marketing company that helps people spread their message on multiple platforms such as websites, email, and on social media.
Here are the highlights of my conversation with Tony:
Tony’s major challenges:
- Lack of clarity – Using technical jargons that weren’t clear in conversations and assuming people understood what you were talking about when they don’t
- Taking on too much at once – Tony had to scale back and really figure out what his unique selling position was
How Tony overcame these challenges:
- Relate the benefits.
A lot of businesses sell the features without really relating them with the benefits.
- Learn to position your product or service into something where they look at you differently.
Your website has to show value. You have to put out content that shows value. You have to come out as a consultant and an expert in what you do.
- Preemptively sell the reason they need to buy your product.
Most people don’t really want a website. They just buy it because they think they need it. However, you have to be able to underline that “unconsidered need”. They need to realize something they need which they don’t initially know about.
Tony’s Major Takeaway:
Listen more. Make sure that you’re adjusting and connecting on point with your customers.
Connect with Tony Elam on www.fitdigitalmarketing.com
The Three Value Conversations by Erik Peterson, et al.
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