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how to market for small business

Have you ever tried to sell the benefits of what you’re selling and you your prospect didn’t engage.

It can be frustrating when your prospect seems completely disinterested. But the problem may actually lie in how you’re communicating. If you’re simply assume what you’re selling is terrific, when your prospect is somewhere else,  you may have entered  the dangerous communication gap. 

How to Find Common Ground

This recently happened to one of my clients. He was trying to sell a quality plan to hospital administrators, but the two parties seemed to be on completely different pages. The administrators were only interested in short-term benefits, while my client’s plan took several years to fully prove its worth. 

The solution? 

Meet your prospects where they are, rather than where you want them to be. In order to persuade them effectively, you need to follow a few key steps. 

  • Establish your credibility by sharing your expertise. 
  • Find common ground with your prospect and focus on the benefits that matter to them. 
  • Provide proof and frame it in a memorable story. This will make your message more engaging and easier to remember.
  • Show that you care about your prospect and want the best for them. Empathize your passion and enthusiasm without going over the top or seeming insincere. 
Follow these steps and you’ll persuade more prospects and close more deals.

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Wendy Marx

Wendy Marx

Wendy Marx, author, coach and marketing and branding authority is the founder of Thriving at 50 Plus, a coaching program that helps baby boomers find more purpose and meaning in life. Wendy over the last 30 years has helped many business owners and executives become well-known, going from Anonymity to Industry Icon™. Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets.

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