Sales| It's Not Magic, It's Marketing

 

The trick the magicians performed was to have the judges sign their name to an object, coin or card, and the object later magically appears in a sealed can (in this case, soda or dog food).  Both magicians performed the trick well, but the difference was in the delivery. 

The first magician just came out and talked quietly, there was very little set-up for the trick, he fumbled a bit, taking so long one judge hit his exit buzzer signaling, "You're out." The second magician came out in a crazy dragon costume with his dog, who was wearing a matching costume.  This second magician engaged with the audience, then the judges, told a few jokes, brought out his cute dog, asked a judge to come up on stage, further engaged the audience and judges, started the trick, more engagement, and finished the trick.  The result, receiving the single ticket of the night that allowed only one contestant to move forward in the next round without going through the elimination process.

So what do two magicians and a summer TV series have to do with your marketing? A lot.  Most of us have at least one competitor who works in our space that offers a similar 'trick.'  While our differences are obvious to us, to our customer we are alike.  Here are a few ways you can separate yourself from the same trick to be granted the golden ticket (sale).  


Differentiate

I don't know how many times I have heard that a company's differentiator is quality, service, value, and reliability. If everyone is telling the same story it is not a differentiator.  Examine what really makes your business unique.  This should be in your tag line, it should be your brand promise, and it should be easily communicated to the client.

Your differentiator should be visual.  You need a logo and visual identity that does not look like your competition.  Blue block letters are like the first magician, just some guy walking on stage in blue jeans, he could be anyone on the street. You need to be a dragon.  Ok, maybe not that crazy and flashy, but be different and original.  


Engage

If you have not updated your marketing materials in years, you only use one set of material for all industries, RFPs are similar for all clients, and your sales decks never change, then you are not engaging your client.  Consistency in marketing is important, but not tailoring your materials to your buying audience is disastrous.

You must know your audience, speak to their needs and pain points, engage them and make them feel they could, and would want to do business with you.

It is not always necessary to tell a funny joke or bring a cute dog on stage.  However, you need to give your client what they want, and on America's Got Talent, they want to be entertained.


Tell a Story - Message

Unless you sell a commodity product just based on price, you need to tell a story.  Even if price is your platform, then you need to own it like Walmart does.  If not, think of Starbucks, you know they sell specialty coffees and other drinks, in convenient locations, by happy barrista, where people can gather for business or pleasure.  Price is not at all in the picture, but you understand their story and how they may differ from McDonald's, 7-Eleven, or a local coffee shop.

Your message and story is what will help you differentiate yourself and what will help you engage your customer base. 


Deliver

If your magic trick fails, you're out.  You must be able to deliver.  That is not just deliver the product or service your customer expects, but also on the promises you have told them in your branding, messaging and while engaging with the client.

It's not magic, it's just marketing.