Developing Mission & Vision Statements

- February 8, 2012

Action Wednesday/Positioning

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing, where business takes shape. Today is Action Wednesday and I’m excited about our topic. We’re going to keep it short, but I think you’ll enjoy the content.

I’ve had a lot of success in my career pre-selling ideas to clients, something they may not have thought of, and they end up hiring my services. That’s what we’re going to talk about today, pre-selling solutions to your customers. It’s a little bit like "Field of Dreams"— if you build it, they will come. If you share a very good idea with them, they may buy.

What do I mean by pre-selling solutions to your customers? Well, let’s break that down. Pre-selling means before they ask for it. You are being proactive and knocking on their door with a solution.

How do I define "solution?" That is essentially the unique products and services that you offer. Your target audience may be any customer, however, you should design a potential solution tailored to each customer individually. Then, approach them with the solution in hopes that they will think it is a very good idea, an idea they value and need, and want to buy it.

How do you make pre-selling solutions work? To start, you have to really understand your customer (this is often referred to as customer intimacy). If you understand who they are, and what their goals and aspirations are, then you are in a good position to create a unique solution.

Approaching the customer is sometimes the hard part. You should be proactive. Knock on their door and say “I have a solution for you that I think you’re going to love”. And, hopefully, they allow you to present that solution. Once your presentation is complete, if your argument is compelling, they will buy that solution and, in fact, buy your product, and that is your goal.

Remember, the answer is always “No” if you don’t ask. So, under this mindset of pre-selling solutions to your customers, you are essentially taking knowledge of your customer, creating a unique product, offering it before they ask and hoping that they will say yes.

You won’t be batting a thousand. Success rates will vary widely. Mine has been in the middle of the road, maybe 50-50. But, if you really think smartly and provide a good idea to that potential customer, there is a high chance they will buy.

That’s our Action Wednesday. Hope you enjoyed it. Hope you are already thinking about pre-selling solutions to some of your customers. Please join us tomorrow for Recon Thursday. I’m Jim Glover, That Branding Guy, for Once a Day Marketing, where business takes shape, and we’ll see you next time.

James Glover: (505) 501-1330 or