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Evil Crime Boss Reveals His Sales and Marketing Tips

One of my favorite all-time movies — which has a strong sales and marketing lesson in it — is “Batman Begins.”

There are many, many reasons for this outside my pathetic geeky fan boy Batman comic book collection. One of which is how easily the script can help any business’s marketing.

Such as (for example) the pacing of the movie being a perfect sales letter “template.” Or the way Batman makes “offers”. Or how having a burning hot mission in life can help you move mountains. (And the irrational things people will do to get what they want.)

And so on and so forth.

But you know what?

The best sales lesson (IMHO) comes from one of the villains (Crime Boss Falcon Maroni) when he says:

“Money isn’t as interesting to me as favors.”

Why is this a powerful lesson?

Because (at least in the business-to-business “make money” niches) this is what almost EVERYONE gets wrong. Hey, it’s something I used to get wrong BIG TIME myself. If you look at most of the sales letters and ads all they talk about is how much money you’ll make if you buy such-and-such a product.



Money is almost NEVER the main hot button for anyone.

What all those smackeroos can DO for people are the REAL hot buttons. Like time freedom, the ability to “get back” at someone who said they’d be a failure their whole lives (huge hot button), humiliating their competition, etc.

Crime Boss Maroni didn’t really care about having more money.

What he wanted was favors.

What do YOUR prospects really want?

It’s different for everyone. And this is why researching your market is so ultra important.

Because when you figure out what people want, all you have to do is show them how your product will give it to them.

The Difference Between Small Business Sales And Marketing

Small business sales and marketing are two of the most important components of a business’ survival within in the market. Marketing basically involves the process of designing a product based on the specific needs of the market and the customers within it and promoting products through advertising and other effective methods. Moreover, this field includes setting up a good price value for products. In simple terms, marketing is a platform, which is used to generate sales for a business.

From what I’ve discussed above alone, you can already tell that small business sales and marketing are two different things. Let’s tackle sales. This is a process that involves strategies on how to effectively sell products and fetch contracts. Sales and marketing and marketing together is considered as a component of selling. Either of these things can’t live without the other by its side. These two components can also be referred to as activities. The overall success of a business greatly depends on these two things. Let’s dig deeper into the details of these two types of activities.

Marketing serves as the backbone of a firm’s future and as the launching platform for its sales. While the marketing field covers the process of designing products and advertising the sales process plays its role in the execution of different efforts that involve direct interactions with clients either through personal meeting or cold calls or through networking. Even though these two components are ideally considered as equals in the industry a rivalry has recently been stirring up between them wherein one claims to be dominant over the other. The people in the marketing industry say that they have the upper hand because they’re the ones who are designing the products; laying down the strategies; and developing the tools needed for sales. The sales people on the other hand say that they are the ones who actually bring money into a company because they’re the ones who sell the products.

A lot of experts are saying that marketing plays a pivotal role among these two components. They claim this because an effective marketing campaign generates sales real easy. Because of these, people often that it is actually the sales people who are the dominant players of the game. The main role of the marketing department is to produce different opportunities, which will be of great use to the sales department. Marketing produces sales and sales produces a company the type of success that it desires. In other words, marketing serves as a support system for the sales department by backing it up and allowing it to deliver the end product to people. Instead of competing to win against each other, the members of these two departments should work hand in hand with each other for the betterment and success of the company. By putting the forces of these two things to work side by side each other, the potentials for success of a company can be increased to great heights.

Sales and Marketing for the Newly Self-Employed

According to a recent survey published by the UK Commission for Employment and Skills 13% of the workforce is now classified as self-employed and in America between 2008 and 2012 there was a 431,000 increase in the number of people working on their own. Many self-employed people work in industries that have traditionally used a lot of freelance workers, such as IT and construction but self-employment is increasing across most industries and statistics show that in the period March 2011 to March 2013 64% of the newly self-employed are managers or professionals.

Some of the newly self-employed have little need for sales and marketing skills, for example a builder who consistently works for the same main contractor hopefully has as much work issued as they require, however for a lot of newly self-employed people learning the basics of sales and marketing will make the difference between just surviving and positively thriving.

This article is designed to help the newly self-employed gain the basics of the sales and marketing skills and knowledge they need, and if they cannot find the time to develop those skills themselves show them where to access the professional help they need.

It covers

• The difference between sales and marketing

• What is an integrated marketing message

• Online and traditional media

• Precision Guided Marketing – targeting the right prospects

• Using prospect appropriate language

• Sell benefits not features

• Find something unique about you and your offering

Sales and marketing, what is the difference? This is nice and simple and really they should be in the other order, because chronologically marketing comes first. Marketing is simply anything you do to find prospects to try to sell to. The sales process then attempts to turn those prospects in to customers. It is only at the end, when a transaction has taken place that the sales and marketing process is complete. Marketing encompasses all forms of advertising and promotion, the trick is finding the method that is most appropriate for you, whether it is advertising in papers and magazines, via a website, running a stand at a trade exhibition or sending out promotional material by mail. Any of these can work in the right context, the skill comes in ensuring that you choose the most cost-effective method to achieve your desired results and so keeping accurate records of your marketing spend and the results you get is essential. The easiest way to choose an appropriate marketing method is to observe what the best of your competitors is doing, and try to improve on that. The sales process that follows can be face to face, as in a retail environment, via telephone in a telesales environment, or increasingly online via an ecommerce site.

What is an integrated marketing message? An integrated marketing message is one that features in all your different forms of advertising and across all different media. Even if your business operates in a retail environment it is still crucial that you have an online presence, whether that is a simple website operating like an online brochure, or an ecommerce site that allows you to sell your products to a much wider geographical market. You should ensure that your business and its offering is consistent, so logos, products and any offers should be the same across all formats, so they compliment rather than undermine each other.

Online and Traditional Media

Of course there is still a place for traditional media marketing, newspapers, magazines and the like. Depending on the products and services you offer some local newspapers allow good, cost-effective coverage and specialist industry magazines can be excellent, if sometimes expensive to advertise in. The drawback with traditional publications is their shelf life, how long does your target audience retain the publication and establishing a presence in a local newspaper for example requires consistent advertising over a long period that can end up costly. Online marketing has grown exponentially and will continue to do so, so it really is essential that you embrace this. It is relatively simple and inexpensive to establish a website, although of course the more time and money you invest in it, the better the results you are likely to get. It is important to co-ordinate the initial website design with search engine optimization. You need to take the time to ensure that your website scores highly with the search engines for the most appropriate keywords and phrases by investing the time in research. There are online tools that can help you with this, alternatively you may need to engage the services of a website design and SEO company, if you do not have the time and skills to do this for yourself.

Precision Guided Marketing, involves targeting the right prospects. It may by an unpleasant analogy, but just as the air force no longer simply carpet bombs an area, in the hope that a few of its bombs land in roughly the target area, but instead uses precision guided munitions, to home in on a precise target, so the marketing industry has evolved to use carefully targeted marketing. If you know your target market, by geographical location, lifestyle, income range, ethnicity even, there are now available marketing solutions to ensure you do not waste your marketing message and budget on the wrong targets.

Using prospect appropriate language means that you should tailor the wording and tone of your sales and marketing message to your target audience. If you are selling a very technical product or service then it is reasonable to assume a certain level of knowledge in your prospects and your marketing literature can be worded appropriately. However most marketing messages could benefit from increased simplicity, and you also need to remember that the public’s attention span is getting shorter. I have also noticed a real trend towards more conversational style language in successful marketing, as the increased use of social media takes its effect.

Sell benefits not features, means that most people do not actually want your product or service, they want the benefits that it brings. Given that you are likely to know your product in much greater detail than your prospect, it is easy to slip in to the habit of just listing the features of your product or service, if nothing else you need to remember the simple phrase “which means that”. If you say this after the listing the feature then it gets you in to the habit of then stressing the benefit of that particular feature. If you cannot think of a relevant benefit, then the feature itself lacks relevance to that particular prospect.

Find something unique about you and your offering. People who are new to sales and lack confidence often struggle with this one, but it really is the most simple. It is highly likely that your product or service does contain at least one unique feature that sets it apart from the competition, that you can use the “which means that” phrase to link it to a benefit that is just not available anywhere else. If that is not possible then you do have one absolutely unique feature to offer, and that is yourself. If you prospect invests with someone else they are going to miss out on you, and all that you bring to the table. This should be your number one benefit, and the one you believe in above all others.

Sales and marketing really is not difficult, practice and analyse your results, use feedback from your prospects and hopefully clients, positive and otherwise, as lessons to improve your performance and you can master the process. If you struggle to find the time, given the other tasks you have to perform for your business, or find you really do not enjoy it you may have to consider engaging the services of a specialist sales and marketing company to help you. If you have at least a basic understanding of the sales and marketing process it will help you choose the right company to help you.