Marketing Hype or Marketing Hope

Marketing hope or hype? I see it all of the time. The promise that if you buy this gizmo or enroll in this training you will without any other effort on your part (except for taking out your credit card) you will have instant internet riches. The promises are made against an amazing vacation beach or mansion backdrop. Where is the reality?

My focus for the last several years has been insurance sales. Before insurance, it was product sales. Either way I discovered a simple thing – before a sale can take place a whole bunch of marketing has to happen.

Most sales people don’t like marketing and it shows up in their sales results. The two are linked, but significantly different. Let’s distinguish them before we go any further.

Marketing is building a path so that:

  • People who want to buy find you
  • Get to know you
  • Come to trust you
  • Are ready to buy from you

Sales is the actual process of:

  • Making the presentation
  • Closing the sale
  • Taking the order
  • Delivering the goods

Obviously the secret to great sales results begin with effective marketing. But what do you market? Most sales people confuse what they market with what they sell.

If you have a steady stream of people eager to buy what you’re selling lining up at your door to buy from you then you understand effective marketing. If you’re not selling them – you need. I’ve met very few sales professions who are in this position. Most sales professionals have marketing problems not sales problems.

No matter what you sell. No matter what you deliver. What you must market if you’re to be effective at all is HOPE!

Marketing hope is the key…

Your potential buyer is looking for hope. What they need is hope. What they buy is hope. What you market must be hope!

They hope that if something happens they’ll have the money to carry them through the experience. They hope that if they die their children will be cared for. They hope that when they retire they will have enough assets to live as they choose. They hope they can win a battle with a critical illness and not lose their house in the process.

Evaluate your efforts…

Look at how you’re selling. Are you pushing a product without providing some hope that your potential buyer will realize because of the purchase?

Look at what you’re selling. Have you identified how your product fulfills the promise of hope for your potential buyer? Does it promise hope?

Look at who you’re selling. Do you know or can you identify with their need for a hope fulfilled by your product?

Look at you when you’re selling. Do you make promises that your deliverable can’t keep? Have you considered that a broken promise destroys hope? Are you doing all that you can to make sure you don’t destroy hope in your potential client by putting down the competition?

Ask yourself questions…

You know that questioning is important in a sales presentation. As you perfect your questioning skills you improve your closing ratio. When was the last time you asked the same level of serious, probing questions to yourself?

Schedule a review at least once a quarter to see if you need to tweak something or if a complete overhaul is in order.

Evaluating what you’re offering from your potential buyer’s perspective is essential to marketing hope success.

  • What do they require for a bright future?
  • What hopes and dreams do they have that can be fulfilled by what you’re offering?
  • Are you a person of hope or a person of “doom and gloom”?
  • If your competition is offering the same thing as you, are you offering hope be criticizing them?
  • Have I made a list of at least 10 ways that my product and my business can offer my clients hope?
  • Have I seriously considered the place that hope has in the human condition?
  • Am I serious about marketing hope or is this just a gimmick to get sales?

Take time often to evaluate your business. Look serious at what you’re doing. Realize that if you don’t have a line of people at your door wanting to buy from you then you have a marketing issue not a sales issue. You need marketing training not sales training. Marketing hope is what gets the line at the door.

Marketing hope… it’s the only hope you have of increasing your sales!


How’s Your Message? 

Is your marketing message Hype or Hope? Click the button below to find out…



Why Your Sales Training Program Is Failing Your Sales Reps

Is Your Sales Training Program Headed for Trouble?

You provide sales training because it’s what your sales reps want, your shareholders expect it, and you believe it will increase sales.


A careful analysis of the long term effectiveness of traditional training programs will prove that most of the time is does not! Most traditional training about sales provides the illusion of hope with no real substance on which to base the hope. It’s that illusion of hope that is will hurt you in the long term.

Traditional Training Misses the Marksales training

What usually happens is activities training – “do this, do more of this, do this when this happens, and fake doing this until this happens”. “It’s nothing more than a numbers game and we are going to show you how to get the numbers.” “Go for No! until there is no place to go.” The goal is lots of motion. Unfortunately the results are pathetic.

Some programs operate on the mistaken notion that product knowledge will increase sales. All that is really needed is a better understanding of the product and the sales will come. Training focuses on the features and benefits of the product offering including the latest marketing materials which is guaranteed to catapult sales. The goal is to educate the buying public. Unfortunately the results are great meetings and no money.

The real goal of successful program should be to change the sales person. Change is key! Nothing short of real change will produce the results being promised.

Without a real, deep and abiding change taking place nothing permanent will happen to the sales results. Activity is essential. Product knowledge is important. But these things without true change are simply a band aid on a bigger problem.

Change is a complete necessity. That’s exactly why you think you need training. If you were happy with the results you’re getting, you wouldn’t be looking for help. You’re reading this because you understand that something has to happen to boost sales.

Most salespeople and sales managers, especially experienced ones, hate to leave their comfort zone. They are comfortable doing things they way they were taught. They detest change. If that’s you, what will you get if you continue doing what you’re doing right now? More of the same, right?

Change is needed if you’re to get different results. You know that. The biggest obstacle you ever meet in a sales presentation is the risk of change. The potential buyer has to choose change over the status quo. You have no problem presenting it that way. You challenge potential buyers to risk change all of the time. Then why is it that sales reps are so reluctant to change?

Training Must…

The primary objective of training salespeople should be change. Change will determine success or failure. In order to produce real, quantifiable results, change is required in the following areas:

  • New attitudes and belief systems have to be adopted
  • New strategies must be implemented
  • New behaviors must be established
  • New tactics must be employed

If it’s results you want, then real change must take place. Without real change in the thinking required to be successful, the strategies, behaviors, tactics and results will not change. Additional training focusing on more activities, or better product knowledge will simply result in wasted time and money.

Permanent change is required! Permanent rarely happens in the traditional model.

I have seen the futility of all of this. The truckloads of money being poured into “training programs” only to get the same results quarter after quarter. The strongest indicator of this ineffective system is the need to constantly recruit more sales reps because the current group is just not “cutting it” or recruiting will “put pressure” on the existing sales reps.

Blame the reps, blame the economy, blame the recruits, blame the manager, blame the recruiter, but never question the effectiveness of the training system that focuses only on activities and products.

All of the players in the sales arena believe they have everything they need to develop their own training. They have the picture of the “successful sales rep”. So they take that person and build a system around him/her activities or bring him in as a “trainer”. They purchase the latest, greatest “train-the-trainer” programs. They develop elaborate curriculum to reproduce their success system.

If they measure results by product knowledge as demonstrated by games played to regurgitate information, or company morale as indicated in the latest “Rah Rah Rah” session, then maybe these programs have achieved their goal.

However, if they expect to see results in the form of permanent improvements in revenues, market share, new customers, or profit, those programs are a colossal failure. While everyone is “jumping on the band wagon” and “getting with the program” money is flying out the window and opportunities are jumping ship.

Effective Sales Training

Traditionally a trainer is expected to be able to recite a script, teach company prescribed curriculum, demonstrate closing strategies & tactics and execute to perfection role plays. Yet effective sales trainers must possess competencies far beyond selling skills and training.

Effective training of any kind must include human understanding not just as a subject matter, but as the basis for all training. There are common, recurrent, underlying reasons why salespeople behave as they do. There are reasons why they do only what’s comfortable versus doing what will make them successful. In the absence of this understanding, all training regardless of how flawlessly or passionately it’s presented will go for naught.

These unseen forces can be quickly brought to light by using effective sales force evaluation instruments which take into consideration both the individual and group dynamics. Effective trainers must be equipped to get sales people to understand that their lack of success and inability to implement a plan or process often has more to do with what is going on inside of them and the team than failing to apply the latest closing technique.

Effective trainers will understand how to help people maximize their strengths rather than cover them up with more activity. A one time shot at training that fails to recognize the process of change will not succeed. Consistency in both training and coaching is required over a period of time to instill permanent change. Flushing the self-limiting beliefs that hold most people back from their full potential takes time. Sales managers must also be trained to understand this process. They need to grasp the process as well as the necessity for change to effect permanent achievement.

Permanent improvement is the most cost effective result. This requires a new training emphasis. One that focuses on the root of the problem and puts systems in place that address the real issues holding back otherwise potentially successful sales people.

So why does so much training not achieve the desired permanent outcomes? What specifically can be done to make a permanent difference in the effectiveness of training programs?

  • Training must be delivered by people trained and experienced in assessing and understanding the hidden motivators. Trainers who come from the “more activity” or product knowledge crowd are ill equipped to effect permanent change.
  • Initial assessment of the sales professional’s trainability, motivators and hidden weaknesses is essential in development of an effective training program. Without an objective assessment that considers the hidden motivators of the sales staff even change training will be at best a hit-or-miss program.
  • A system must be put in place that affects permanent change. Addressing the needs of the sales staff and management including a method of communication that allows for participation by everyone involved. Maximizing the strengths and minimizing the impacts of the weaknesses of the individual and the team.
  • Integration of the training throughout the organization is essential. This holistic approach to training will affect the entire organization. Permanent change comes from within and must infect the entire organization.

Traditional programs don’t work if permanent change is what is desired. The rat race that is created by traditional programs has to stop! It’s ineffective and it results in a bad experience for the sales staff as well as the buying public. We don’t need more cheerleaders. What is needed is effective programs that move sales reps to become sales professionals and permanently increases both top and bottom line numbers.

If you want to turn around your sales you begin by giving your salespeople a “line at the door”. With no one to sell to all of the sales training in the world won’t help. Effective marketing is the key to a great sales training program. With people to close, sales training makes sense. Without people to close… well you get the picture.

For more information about a Sales Training Program that does work check out the offer below…

Networking for More Sales

Networking used to be about meeting as many people as you can, in as short a time period as you can, and giving out as many of your business cards as you can. That practice is so outdated and the results… well there never were many good results from that practice.

Networking, done right, will be fun and will result in more sales!

Not the traditional methods. The “new networking” is a different style. It focuses on the other person instead of you. There’s an idea!

It is obvious to all who think accurately that no man ever attains a high degree of enduring success without the friendly co-operation of others; nor does any man ever attain enduring success without helping others. – Napoleon Hill

The friendly co-operation of others is required for enduring success. You need a network that works for you. Providing that co-operation to others is also essential for success. You get that network by working for others.

Successful networking requires that you pay attention to what other people want. Strangers are usually eager to networkingtalk to people who want to help them.

You have to understand the network economy. It works like this: “If we exchange dollars all we have both have is a dollar, but if we exchange networks we both have two networks.” Two networks instead of one dollar.

Rules for networking that will ultimately result in sales:

Meet fewer people. Your goal at a networking event is to meet 3 or 4 quality contacts. If you do that you’ll be free to listen better. You won’t be scanning the room for the next conversation. You’ll also effectively eliminate the “glad-handers” who are there to meet as people as they can. In this way you begin to build a network of people committed to the relationship of mutual exchange.

Follow up immediately. Before you go to any networking event you should plan your follow up strategy. You should always ask those people you meet, “What it is the best way for me to stay in touch with you?” Don’t assume you know. Adjust your follow up methods accordingly. Your strategy should include providing something of immediate value to the other person. Use articles pertaining to your conversation or the subject of the event where you met.

Meet one-on-one with clear objectives. This one-on-one meeting will determine where your relationship will go. You should have clear objectives focused on a mutual benefit to each other. You need to be prepared for this. You need to know exactly what you offer and what you need. You need to be prepared with specific questions about the other persons goals, interests, skills, and their existing network(s).

Introduce your new network partner(s) to your existing network. You need to commit to introducing the other person to your network. You may not be able to help your new contact, but you will have in your network someone who can. Make a commitment to make introductions or whatever else is required.

I’ve been to networking events and seen people for the first and last time. When you ask them why they didn’t come back, the answer is always the same “I didn’t get anything out of it.”

You build your network like this and sales will grow. Over the years I’ve met people who have become business partners, clients and trusted resources. Those relationships remain to this day. This kind of network will ultimately result in enduring sales success.

Make the Most of Your Networking Activity…

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