I want to spend some time today talking about the concept of the Unholy Alliance.
As we marketers or business owners are so often instructed, “if you go at it alone, it won’t work.”
The reason we are often taught this is because of the common experience of many businesses.
When a product or service is offered by a large company, customers often ask “isn’t it too expensive?” or “you must be kidding.”
However, that is not always the case. In fact, as a business owner you have a unique opportunity to learn just how inexpensive, popular and profitable it can be to do business with your competition.
Many business owners find themselves in a position where they are told to get out of the way or they will be hurt.
The reality is that often businesses are hurt when they don’t allow their competition to do what they cannot do, i.e. to do business with their customers.
It doesn’t take much in the way of resources or employees to set up a scheme or alliance to go it alone.
In fact, I have found that it actually doesn’t take much and, in fact, it can be a lot of fun!
What you need is a great marketing plan and the willingness to experiment.
1. Do no harm.
As business owners, we often want to set ourselves up as experts and as the leaders of our own sales teams and teams.
The problem is we set ourselves up to fail because we create an enemy or opposition out to get us.
The best way to beat these enemies and competitors is to listen to what they have to say, to respect what they have to say, and to act on what they have to say.
Listen without judgment, respect without evasion, and act on without reservation. You must get through their sales pitches and get the chance to explain your position and your action. If you can’t do this, then there is no reason for you to be in the position of setting up your own marketing plan or your own sales team.
2. Understand the value of a marketing plan.
Many of us get our education and our wisdom from watching others do the work.
We absorb the concepts we see and hear so we can project our capabilities on our friends, on our competitors, on our future selves, on our past selves.
Most of us think we have to be the greatest salesperson on the planet and the greatest manager on the planet to rise above the others.
There is a better way.
I have been successful with marketing because I have an iron stomach to absorb the pain of getting the sales done.
I am smart enough to learn and smart enough to listen.
I am strong enough to walk away, and strong enough to walk into the sunset without regretting my decision.
I have learned that the key to success in marketing is to have a system.
I know that the system is the sales process, and I have learned that the sales process is the basis of all successful marketing.
I know that being able to follow a written sales process is an essential marketing ability, because without it, I cannot be a great marketer, and I certainly will not be a successful marketer.
I know that the process is the best way to close the deal and beat the competition. If I could make my sales process disappear, I would. It’s the only way I have ever succeeded in closing a deal.
If you don’t know how to do a simple thing about the sales process, then you have no business in marketing.
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