How To Use Value First Marketing To Double Your Sales
Over the last few decades, consumers have been bombarded with so many ads that people have become extremely sophisticated and skeptical.
They can spot a sales-pitch a mile away.
Studies show that the average consumer is exposed to up to 10,000 brand messages a day.
They’ve become sophisticated consumers and know the ins and outs of most advertising. This assault of information has made capturing the attention of consumers one of the biggest challenges in the marketplace.
Today, most people have an attention less than 8 seconds which is less than a goldfish.
In the roofing space, not much has changed over the last few years when it comes to the service.
Consumers know what roofers do but they don’t know the ins and outs of the services you are selling.
This is a big opportunity.
If you seek to educate first and provide valuable information in an entertaining way you’ll immediately stand out from the competition.
Permission Marketing Seth Godin
Seth Godin wrote a book called Permission Marketing in which he defines the importance of permission.
“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.”
When you treat your prospects with respect you’ll command more attention and get better results with your marketing.
Educate First, Sell Second
In today’s world, the best salespeople are the best educators.
When you take a value first educational approach to your sales and marketing you’ll build a brand that lasts forever.
Educating your prospects is the easiest way to sell your prospects. People are tired of seeing ads with no value being constantly shoved down their throat.
If you take an educational approach you will make selling easier but you will also get better customers.
Build Authority
People like doing business with authority figures.
If a prospect doesn’t see you as an expert they won’t do business with you.
There are so many contractors who have decades of experiences and are true masters in their crafts that still get beat by less inexperienced contractors with better marketing.
You might be the best roofer in town but you won’t get new business unless people know who you are.
Contractors already know that they need to get in front of new people.
Unfortunately, for many contractors when they do get in front of new people is to take a sales-first approach.
Instead of taking an educational approach which they showcase their expertise and build authority they take the tacky sales first approach that focuses on the company’s needs before the prospects.
Sure, you might get a few deals this way but you won’t be building a company that lasts forever.
You should be doing everything you can to build authority in your business. This means, hosting seminars, creating educational Youtube videos, and articles, and creating content.
There are so few contractors that create content that can be digested by the homeowner. Most contractors take a sales first approach.
By creating content you positioning your business as the expert and authority.
When you are expert and authority sales become easier.
When you are the expert and authority you can charge more.
All these things serve to build your authority.
This creates goodwill and trust and when the time comes for replacing their roof they will call you first.
When you are seen as authority figure you won’t need to compete on price. This is because you will no longer be seen as a commodity in a commodity-driven business.
Establish Credibility
We live in a skeptical world.
When you seek to educate first with your marketing you’ll establish credibility.
This is because you’ll stand out from your competitors which take a sales first approach to their marketing.
Sell More
We all want to sell more of our product/services. When you take a value first approach to your marketing you’ll eventually sell more of your product/services.
Conclusion
Educate first, sell second.
This should be your mantra in business.
Remember as a service based business you are there to serve your customers. When you educate your prospects you take a leadership position.
You become their guide.
You solve their problem.
You make their lives better.
You win more business.
