Neil Licht, Change Management Facilitator, "Here We Are"

You've seen it's adverse effect  in your business – Our easy information access world obsoletes "tried and true" selling rules. 

• Everyone views products and services as a"commodity" to be searched and sourced via the internet.
• Risking commodity status or being "invisible" in those searches is often an unwanted result.

The question is what do you do now?  What new and working road map do you build and follow for  you and your business to:

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  beat that issue
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  stand out in the pack
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  differentiate your business v others so it atracts calls and interest
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  connect with existing and new target audiences
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  getting them to notice you and want to buy from you.
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  do specific strategic and tactical positioning, in person and on line sales approaches and a very savvy targeted market approach beyond just email, newsletters, advertising and internet that grows business and profits in our plugged in business climate.    

 You start with answering a few key questions:

• Where is my target audience? Who are they?
• What do they care about?
• How do they source?
• Where do they go for industry updates and information and how do you get featured "there"?
• How do I think from the point of view of my target audiences so I can relate and connect?
• What do I specifically "say" that can instantly capture the targeted audiences, prospects so they want to talk
• How do I differentiate myself from the pack so i get called?
• How does my target audience evaluate issues and solutions?
• How can I define my key audiencers and position to be of service to each audience so they want what I offer?
• How do I become a featured speaker at events and establish my position as a go to expert?

Then, you go to work proactively and leverage what you found:
Follow my 2 key sales success axioms to accomplish a uniquly focused audience specific sales-marketing approach that can proactively leverage your on line presence to thrive in our new marketplace. Doing so properly and using what you found as you asked the key questions outlined earlier can get you a wide reach, presence, influence, a "go to" reputation and will gain you solid prospects despite the "everything's a commodity" sourcing mentality that the web has created

1. “Target audiences” and people do things for their reason’s not yours  - Find out what matters to them, what they worry about, Understand their priorities, values, what they spend for,why - Retool specific approaches to address those values. You will then be able to clearly relate and connect
2. Imagine a sign on a person’s forehead saying “so what” – Understand their priorities, values, what they spend for, why - Retool specific approaches to address those values. You will then be able to clearly relate and connect.

Given the challenges of our uncharted and ever changing "business rules of the road", my 2 Axioms of Selling and Strategic-Tactical Positioning empowers you to connect, stand out, capture an audience and thrive in our ever changing business world.

Neil Licht, Chief Advisor, Managing Change Group Practice, Here We Are