157: Tom Poland – The Science of Being in Demand

Tom Poland is a multiple best-selling marketing author and has clients in 151 cities around the world. He works just two days a week in seclusion from his private resort on the sub-tropical Sunshine Coast of Australia. Key Points: Sales Led to Marketing Insight After 20 years in sales, the speaker realized selling is much easier when prospects are already interested or qualified. The Sales Spectrum Prospects fall between two ends: · Convincing: uninterested prospects you must persuade · Confirming: highly qualified prospects ready to buy Good marketing moves prospects closer to the confirming side. Demonstrations Increase Engagement Offering a demo or webinar works better than simply describing a product because people enjoy watching and learning. Use Other People's Networks (OPM) Partner with people who already have audiences, email lists, or communities that match your ideal customers. Choose Partners with Aligned Interests Both demographics and interests (psychographics) need to match for partnerships to work. Craft stronger marketing messages Effective messages include: · Benefits · Differentiation · Specific details Build Relationships First Before proposing partnerships, establish rapport and reciprocity (e.g., promote their content or interview them). Bottom Line: Sales become easier when you focus on qualified prospects, strong messaging, and leveraging other people's audiences. Guest Links: [e-mail] [phone] www.GetTomsFreeBook.com www.FiveHourChallenge.com About Salesology®: Conversations with Sales Leaders Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus, and revenue generation experts. Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let's talk. Click here to schedule a time. Please subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Instagram, and check out our website at https://gosalesology.com/.