Read Rob Ciccone’s Articles in Make it Business
Robert Ciccone , President of Success Unlimited Sales & Marketing Group Inc. is a featured contributing writer for “Make it Business” – an independently owned magazine that provides timely information to the small business community.
“Make it Business” is published six times per year with a circulation of 40,000 and growing. It features and profiles local people and companies that are at the cutting edge in management, technological innovation, human relations and business-building.
We are pleased to make available the articles of Robert Ciccone which have been published in “Make it Business”. Read Rob’s column in the current and back-issues below.
For reprint permission, please contact Success Unlimited
Pay heed to the moving parade
The moving parade goes like this: All of us, every day, parade our needs and wants to the marketplace. There are certain vendors and suppliers who satisfy those wants and needs. Just because I may not want or need what you have today does not mean I won’t need and want what you have tomorrow, next month, next year – or, as in the case of my own lawn-care purchase, two years later
Research competition to gain edge
The difference between winning and losing – making the sale, or losing it to your competition – often comes down to an edge. Knowledge is an edge. Knowing something about your competitors can help you better position your products and services, better present your uniqueness and strengths, find opportunities to capitalize on, and – bottom line – produce winning marketing strategies.
Good testimonials are marketing gold
In my experience, testimonials not only break through the clutter and reduce anxiety about buying, but, done properly, are especially effective at answering objections in advance. As well, testimonials help overcome the resistance that arises immediately before the sale – the point at which most sales are lost.
Pay heed to Ziglar’s old sales mantra
Early in my sales career I encountered a saying that became a mantra for me as I moved up through the selling ranks – a mantra that still holds in most of my sales and marketing dealings to this day. “No need, no money, no hurry, no desire, no trust – no sale.” Sales and motivation guru Zig Ziglar said that, and like much of what he advises, it’s simple, profound and full of wisdom. Let’s examine each of those barriers to sales more closely: No need, no sale…
‘Wide-right’ and you’re wasting money
It’s important that you define who your ideal client is – your target market. But it’s equally important that you don’t cast your net so wide that you are trying to sell dog food to people who don’t have dogs. Every day your prospects are exposed to as many as 1,500 to 2,000 ads or marketing messages. These ads appear on TV, radio, billboards, in newspapers and magazines, through the mail, and seemingly everywhere on the Web.
Don consultant’s hat to reap more sales
Whom would you rather deal with? A doctor who takes the time to ask you questions, runs some tests, considers the results, draws some conclusions and then recommends a course of action … or a doctor who recommends intense treatment or a surgical procedure only after a brief dialogue? The hairdresser who takes the time to find out something about your lifestyle, your work and the way you like to dress, then recommends a style that suits both your face and your lifestyle … or the hairdresser who just wants to know how much to take off the top and sides today?