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The July 2006 Issue of the Gots To Have It, Newsletter contains:
Check out the newest designer on our team who caters to small businesses! Tell 'em GTHI sent you...
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Can you feel their pain? Where does it hurt is a question you should be asking yourself when marketing to your customers. Oh sure, you might say, “Wow, that’s so harsh.” However, look around your desk, your home, and your office and you’ll notice someone already hit you where it hurts and you didn’t even realize it. Take a quick observation of:
Oh yeah, marketers can feel your pain and they hit you where it hurts. That’s what I also call good marketing, since these companies are armed with PhDs in emotional marketing. They truly understand you and they got that sale: didn’t they? For you to accomplish the same goal in your business, just start thinking about how you are going to SOLVE their problem or prevent some type of earth shattering pain from happening to your potential customer. I’ll give you an example of something that I just experienced last week. My husband and I just bought a new home and we were getting quotes from alarm system companies. In one of the meetings, I was there by myself with the alarm rep who had a blast trying to scare the daylights out of me. (A women alone—vulnerable and naive he thought—but ~a hem~ being armed with a Dr. Marketing degree myself I was amused. I held my laughter in and let him try to SELL ME.He laid down the list of statistics and even though we live in a safe neighborhood, around the corner from the firehouse and police precincts, you just never know. Right? He proceeded to tell me about how he found an old co-worker dead about 15 years ago, just one town over from where we are currently living. He also reminded me that the construction guys working on the roof next door could be watching my every move. His great story telling and statistic dropping were good strategies at trying to get me where it hurts. If I was unarmed with the knowledge I have about emotional marketing, I probably would have signed on the dotted line right away. This month, we have a special bonus: an article and profile provided Ayana Cabrera-Cook. A natural leader and captivating sales person, it was only right to have her featured in this issue since she definitely has a PhD in Emotional Marketing with a concentration of finding your Pain! Not a real degree. :) Her company, AMC Solutions consults with small- to medium-sized businesses on how to achieve the goals they have set aside for themselves. Whether their goals are growing revenue, hiring qualified employees, coaching current staff or training sales force. Get ready to find out how to tap into your customer’s pain. Enjoy! Simone Kelly-Brown P.S. And don't forget to share with me how this issue has helped you in any way!
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Company location: Dallas, TX Stock and Trade: AMC Solutions is a company that consults small- to medium-sized businesses on how to achieve the goals they have set aside for themselves. Whether growing revenue, hiring qualified employees, coaching current staff or training sales force.
2. How did you discover your passion? I realized my passion when I started working in radio as an advertising/marketing assistant. I have a gift for seeing a problem sometimes before it escalates, ,finding a solution, and discovering new approaches. I honed in on these skills and applied them to my job by meeting with customers while selling radio advertising. Doing this allowed me find out what was happening in their business and sometimes their personal lives (I didn’t know this at the time but I getting pain from each client.) I would put together a marketing plan that was not just radio even though I would only get paid for the radio advertising. I would consult with the client for free and was happy when he/she followed the process and was successful. 3. What do your find most rewarding about your career? Currently working for corporate America, the most rewarding part is watching the sales people I have trained and coached meet goals they have set for themselves financially and personally. In AMC Solutions, the most rewarding is when I get the opportunity to share my success with others by encouraging and advising them on using their gifts to start a business that will give them security for the future. 4. What have been your major obstacles and how did you overcome them? A major obstacle I have to continually overcome is procrastination, because I believe I work better under pressure. Doing this puts me in a not so desirable position of pushing back other projects and important things The only solution is changing my behavior.. If it is a project that I can complete easily, I do it immediately. If it is something that will take a little more time, I work on it daily. I have to tweak my procrastination issue constantly, especially after starting a family. 5. How do you relax or spend your down time? I love to read. Not self-help books, but instead books written by African American authors, and books on history. 6. What have been the biggest fear clients may have had and how did you help alleviate them? Most of the clients I have dealt with in my career have been afraid of investing in their business. Especially when it comes to advertising and marketing their business. Unfortunately when people start businesses they don’t know or are not taught the importance of advertising especially when business is slow. Once I educate my customers on advertising and that it is an investment not an expense, they come around and start adding it in to the company budget on a regular basis. To get to know Ayanna a little better, here are her responses to a few random questions: 1. Hometown: New York, New York 2. Zodiac Sign: Aquarius 3. Books on Nightstand: His Needs Her Needs 4. Career possibility after retirement: BEACH BUM 5. What motto do you live by?: Great Things Are Observed Not Announced 6. What’s the secret to your success?: Faith in God that he will provide me with wisdom to overcome objections, face my fears and handle my success with humility.
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By: Ayanna M. Cabrera-Cook In most cases your business’ success or failure is based on how many new people you speak to. How many of us have detailed conversations with your prospective clients? When you speak to your prospective clients, do you get the right information you need to help solve their problem? What a lot of business owners or salespeople do is breeze over what the customer’s needs really are. From now on, when you hear pain think of need. What is PAIN? PAIN is something that will keep your prospect up at night. PAIN could be but is not limited to:
Again anything that keeps the prospect up at night is PAIN. The way you extract PAIN is to ask questions that are focused on the customer. You have to show you care about their success. This may seem “fake” but think about it, if you are about to invest in something, do you want to feel like someone is trying to take advantage of you? No, so why would you treat someone else that way? Where does it hurt your client? Usually in the pocket book. So if you are able to successfully connect their PAIN to your product or service, you will probably have a client. Just in case you were wondering how you get PAIN from your prospect, you must first build a good rapport and at the same time, ask permission to talk to them in order to see if your company has something that would benefit their business. After the decision maker has given you permission to continue, you then are in the PAIN gathering stage. Once you feel you have enough information to present your product, you then link the PAIN the prospect told you about to your product. If this is done correctly the prospect will probably be asking you for your business. Gathering the PAIN turns you from a salesperson to a consultant and a lot of businesses like to do business with consultants rather than salespeople. If you would like to learn more about the Salesology Process please log on to www.jayhughes.com Also read Simone’s Jack of All Trades, Master of None. There is an entire chapter dedicated to emotional marketing.
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"Real Networking, Real Connections, Everytime" Sweepstakes! Here are our winners! 1st Prize: Give ‘N Take Will Pay Your Cell Phone Bill! (Up to $100)* : Angela Rodrieguez - NJ 2nd Prize: One (1) $20 ITunes Ringtones Card : Lawanda Robinson - FL 3rd Prize: One (1) Event Voucher Worth up to $20 : Latrice Davis - NY CONGRATULATIONS LADIES!
Florida Marketing Interns Needed for Miami and Fort Laurderdale areas. Simone Kelly-Brown is in search of a personal admin. assistant/intern in Florida who can work from their home 75% of the time. Work on exciting marketing projects for her clients and even event planning! Send your resume to Paula at Promotions Intern Needed for local NY/NJ Tri-state area and national online promotions. This is a virtual assistant position where you will work from home 100% of the time and report to our National Promotions Manager, Dannielle Brantley. Product Marketing Interns needed to work on promotions for upcoming books and cds that Gots To Have It produces. The intern will report directly to Ayana Butler, Product Manager. Please send all resumes for this postion to paula@gotstohaveit.com. Interested in making and difference and building up your contacts while you do it? Fill out an application found here for consideration: www.giventakenetwork.org/volunteer.html |
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GTHI is a firm that specializes in marketing and empowering entrepreneurs with a series of workshops and networking events. For
further information view: www.gotstohaveit.com
Until Next Month! Own Your Power,
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