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Dennis Thorgesen
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How to change a NO to a YES for your brand

Published on 6/5/2015
For additional information  Click Here

How to change a NO to a YES for your brandLisech eMarketing small logo

It is your brand. So what do you do? Most companies and people extol the virtues of the company and brand. Might this be a mistake? Yes….How many times have you heard it is not about YOU? Today we are going to explore changing a no into a yes for your brand.

First exposure

How many times has your first exposure to a new product or service been about the company? Over the past 35 years I have seen too much of this.

*Thirty five-years in business

*Quality products at affordable prices

*We are the best at what we do

When I, like you see this; the first thought in our mind, if we even have one, is so what. This in no way answers, “What is in it for me?” Either I am in pain or looking for pleasure, this doesn’t speak to anything that matters to me at this point.

Pain or pleasure

When people are looking to buy, it is because something is wrong. Yes, even those looking for a pleasure item are looking because something is wrong. In every case, the potential buyer is looking for a way to fix something. If they are hungry, they want food. If the car won’t start, they need a mechanic. Pleasure is a little different; in this case, it is fixing a feeling. In most cases, this has to do with status. Their belief or reality is, I will feel better about myself if I am doing or have X.

Pain or pleasure graphic

What does change have to do with it?

Every time you present a potential customer with a new product or new idea this means this person is going to have to do something different. If you want them for a customer, you want to make this as painless as possible.  What you have to consider is people looking at your product already have pain. This you don’t really want to increase, you want to convince them it will make their pain go away.

If you are hearing no more than yes

This is where your pain comes in. What you must realize is if you keep doing what you are doing, you will keep seeing the same results. The current phone sales numbers are 98 percent giving a NO answer. The keyword here is sales. With sales it is all about you or your product, you are not addressing, in a way that means anything the pain of the potential buyer.

Tell don't sell graphic

As a business owner, you have to show you care

Potential customers don’t care how long you have been in business, they really don’t care if you have quality products at affordable prices, and they certainly don’t care that you believe you are the best at what you do. Given these options, they are going to look for price every time. What potential buyers are looking for is someone who is going to care. This means you are going to fill their need with a little new pain as possible.

So how can you change a no to a yes for your brand?

First by understanding in most cases, you do what you do because of your own pain. If you honestly think about it every business is started based on pain. This can be status, as well as creating something, or buying into something to fill a personal need. “I am or was there” is the best way to explain how what you do or carry is going to help another person who is in pain.

Sales or marketing

The difference in making sales and marketing is answering the question what is in it for me. With marketing, you are answering the question, “What is in it for me?” up front, where with sales you are pushing people to believe you can fill a pain that might not even exist.

what is in it for me

Are you ready to stop your pain?

With Lisechglobal consulting and Lisech eMarketing you will find we are all about helping ease your pain and the pain of your potential customers. Feel free to contact us using the form that suits you best. You will find all forms of contact available through the visit website link above. ©June 5, 2015 11:30 AM CDT Dennis Thorgesen, Lisechglobal consulting, Lisech eMarketing, all rights reserved.


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