How Does This "Stop Selling, Start Helping" Stuff Work?
What is content marketing? And what does it have to do with my bottom line?
What do you mean when you say, "Stop selling, start helping?"
The concept sounds good, but how does it apply in MY business?
These are just a few of the questions I hear from business owners all the time. Whether I'm having a one-on-one conversation with someone or speaking to a crowd of 500, I know these are the thoughts that are mulling around in their heads.
For most owners, this is a complete contradiction. They'll say, "If I stop selling, how will I get new customers?"
I often answer with a question of my own: "The last time you bought a TV, did you just go into Best Buy, walk up to a salesperson and ask them what you should buy?" As you would expect, the response is usually an audible laugh and then some form of, "No, I did some research online. I read reviews. I compared prices at a few different places."
And that's what it means to "help" versus "sell." Which can also be loosely translated as "content marketing." All that stuff we do BEFORE we make a purchase - researching, asking questions, comparing, reading, watching, etc. - that's where companies have an opportunity to HELP. In fact, nearly 80% of the buying decision is made before you even know a prospect exists, which means they've done all the stuff that used to be provided by a salesperson.
Whether you sell TV's or RV's, widgets or water purifiers, professional services or private lessons, your potential customers want to make an informed decision. They have questions you can answer. And, in many cases, they don't even know what questions to ask, giving you the perfect opportunity to educate and help them through the buying process.
For the last 10 years...
...I've been helping business owners do just that. I teach them first to understand this new mindset of helping versus selling. And then, working one-on-one or with their entire team, I'll walk them through the process of building a blueprint for marketing and "selling" their products or services in a way that resonates and engages with their prospects and customers.
First the first time ever, I'll be offering this "hands-on" experience through an online course. I'll be launching the School for Small Business SUCCESS in early 2020...