Allison Maslan explains how to sell the end result, not the product. Target ideal customers through education-based marketing, build repeatable systems, and focus on lifestyle and emotional benefits to inspire the right clients.
Help people learn, help people grow, help them shift in a new way of understanding how they can change their life in some way. With your product, sell the end result. So marketing is positioning and selling in advance, which means that the better your marketing is, the better you are overcoming objections in your marketing. By the time you get to the sales conversation, a lot of times they're already like, I just want to buy. I mean, I'll buy things on Facebook. How many of you have bought on social media? That cream that gets rid of all your wrinkles, you know, I'm like, oh my God, the miracle cream. I've been looking for this for decades. They did a great job on their marketing. Your marketing needs to be running 24 7. It cannot be. Stop, start. We talked about this yesterday. It cannot be that roller coaster market. Get the customer service. The customer, oh my gosh, I got to start it again. It has to be going all the time. You need a repeatable system. So whether it is those webinars that are happening all the time, or you have a sales team that's out there networking, or you have a schedule of conferences that your team is attending, like you need to double down on what it is you're doing and repeat those throughout the year. Does that make sense? The right target audience. Alright, so let's think about this for a minute. I'd like you to write this down. Just on a blank piece of paper. Write down your five best customers, your five best accounts, customers, whatever contracts. Think about next to each of them. Give yourself a little space and write down why are they your best customers? Examine this. Because you want more of them. What is it that you like about them? Are they nice? They're nice to work with. That's really a big deal. They actually do what you are offering. They use your products, they pay on time. That's a big one. They tell others about you. What is it that you like about these customers? So go ahead and write that down. What if you're all your customers were like those five, Would that be life changing? I mean, think about it. Remember we talked about your top 20%? You want to look at your entire life this way. So how can you get more of those five? First of all, look at where did they come from? Have you gone back to that and go to those people, have coffee with them, say, you know what, I love working with you. I seriously love spending time with you and they love you. Obviously, if there's a mutual connection there, would you mind if we sit down and brainstorm so you can I'd like to learn more about some of the organizations you belong to. I would love to work with more people like you. May maybe you have some ideas for me, right? Ask. Ask and get to know them more. What is it? Really take the time to think this through. Go back to your team and really do a brainstorming session around this because there's a lot more people like those five. Now the next tool you have is the perfect client decoder. And this is where you can sit down with your team and literally go dive more deeply into that perfect fit client for you. It's really powerful when you all say no to the wrong fit clients. And here's the other thing too. I just want to say, you may have clients that they're not a bad fit client, but are you offering them what you really love doing? Think about that for a minute. Because if you are working in your genius, which we talked, which Gay talks about in the big leap, if you were living in your genius, how would you be spending your time? And who are the customers that you would have? Are they more interesting projects? Are you really making a difference? Maybe part of your business is serving a customer base. They're not bad at all. It's just, you know, it's a little bit of a profit margin, maybe that's okay. But is it really tapping into your, what we call your shine factor, like the thing that separates you in your company, like what Lori was talking about, your usp, your unique selling proposition. So if you were to only do those things that you absolutely love, what if you did more of that within your customer and didn't serve those other people anymore? Let's say you let go of some of those customers. Now that might really hurt your revenue temporarily. Very temporarily. Because if you double down on those types of projects, customers that are exciting for you and your team, that would be life changing and your business would soar. So many people market all of the pieces of their products and services. It's not about the features, it's about the result. It's the result they're getting. That's what people want. If I'm going to buy that cream, I don't really care what the texture of it is. I just want to know it's going to get rid of my wrinkles. Look at this. This is powerful. Look at the emotion in this. Be the hero you didn't have. Just do it. Wow. Wow. You feel that, don't you? This is Lululemon. This is just the feeling. This is yoga. This is lifestyle. This is who we are. This is the feeling you get when you wear our clothes. Freedom, creativity, power. Move from being transactional to be transformational. How can you shift your marketing to become more impactful, to move people, to inspire people, build that bond, that connection, inspire, educate, education based marketing. Help people learn, help people grow. You know, our livestream that we've run, that's been very, very successful for a long time. I mean the bulk of it really is helping people to see the possibilities in scaling their business. Help them shift in a new way of understanding how they can change their life in some way. We, with your product, sell the end result. Coca Cola is never going to talk about their ingredients, which is probably a really good thing. Oh my gosh, there's so much history. If you dive into colas about like drugs, opium, cocaine in there, we make you happy. But they're good at it. I will say taste the feeling, Coca Cola and they've been around for a really long time, right? It's the feeling, it's the friendship, it's the togetherness. Harley Davidson does not sell bikes, they sell a lifestyle. What is it that your customers get from buying your product? What's the experience? Rolex sells status, not watches, right? Who you become when you wear a Rolex watch. And man, people, those things, people auction them like it's, it really is, it's a big deal.
