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Things You Should Not Assume

September 20, 2006

One of the most challenging things in sales and marketing is overcoming your assumptions.  Unless you are a well known national brand with hugely wide appeal, then you can safely assume that many people within a 2 block radius do not know what you do and have never heard of you, even though they drive by your sign every day on the way to work.

 To combat this, you have to get past the assumptions and focus on how to really reach people.  Here is a list of assumptions you can review and see if you are making them.

  • People care about your specialty as much as you. - This is an ignorant assumption.  If they cared as much as you they would be as much of an expert as you, and would not need your services.
  • People share your excitement and want to tell their friends. - Only if it makes them look smarter or fits well with a conversation that happens to come up.
  • You can logically explain why people need what you have. - Most decisions are made on emotion.  Don’t explain, emote.
  • People really need what you have. - Unless it is a cure or the only source of food for 100’s of miles, chances are life could go on without what you have.
  • People have time to take on a complex purchase. - Some people will amaze you and go to incredible lengths to participate in your product or service, but many do not have two minutes to spend with you, even if they need what you have.
  • People will read your copy. - Only losers read.  Skimming for key words is all you really need to do.  Your wordy brochure is just to hard for my small attention span.
  • Website traffic will create sales - No, traffic is traffic.  Just because someone is on your website does not mean they will take the time to figure out how to buy something.

This is a list of some of the assumtions that can hinder your success.  You might think it is obvious, but if you were to fix all of these assumtions it would take a lot of time and energy.Š

- Thank You!

Posted by Ron McDaniel | Filed Under Marketing ROI, Buzzoodle, Internet Marketing, Blog 

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