I made a new friend. His name is Jason.
As all good online friendships begin, we met randomly on Facebook yesterday. I had asked my Facebook friends for blog post ideas and a lovely lady tagged Jason. As soon as I checked out his page, The Ask Jason Show, I was sold. This guy has serious pizzazz! (Gross… did I just say “pizzazz”? I really am getting old.)
Anywho, Jason specializes in real estate. While that isn’t a topic I cover, his knowledge of marketing is obvious in every video he creates on The Ask Jason Show. What I like best is that he’s mostly self-taught and has developed a marketing and media company out of his learnings. So, we’re basically twins. Naturally, I invited him to guest post on my blog!
So, today I present to you The Sales Machine: a concept I never would’ve been able to frame so perfectly. Take it away, Jason! And thank you.
Whether your business sells a product or service, sales are what drives the machine.
Let me explain.
The sales machine runs on a fuel. That fuel is the relationship you have with your prospective clients or target audience.
That relationship gets interacted with through marketing in 2 ways – branding and advertising.
- Branding is the act of building emotional equity in your relationship with your audience, and it’s adding leverage by increasing awareness. So, if you’re successful at branding when someone has a thought about a business or service, you quickly come to mind.
- Advertising is asking for business. It’s when you take some of the fuel in your tank and burn it through the process of converting that top-of-mind awareness and your brand exposure into sales.
Brand awareness is necessary because it fills the tank.
Advertising is just as important. But if there’s ever a point where you’re trying to gauge the amount of fuel left in the tank, you need to spring into action.
Too many people go by the assumption that there’s fuel in the tank. So, they over-ask.
And that’s a huge mistake.
They think they can rely too heavily on advertising and, consequently, miss out on the sale.
If you keep burning fuel without adding more, you’re going to sputter out. What I mean by this is: you have to add more value before asking for more sales.
To do this, you must increase your brand through content marketing. Not everything you put out there – whether on social media, on a billboard, or in the Yellowpages (if you’re a dinosaur) – has to be an ask. Stop asking so much!
Because, as you already know, you don’t sell things on social media by asking for business. You sell on social media by being human and by being approachable. And by having a brand.
A fabulous example of this is Apple. Apple doesn’t ask people to buy things. Instead, they tell people about the products they have. And massive hoards of people flood retail stores to buy those products without thinking twice. Why? Because the brand is so strong.
So, let’s sum up what we’ve learned today, boys and girls.
Every business is driven by a sales machine.
The machine is driven by the emotional equity you have with your audience. That emotional equity is controlled through marketing. So, the marketing either adds fuel or burns it in the form of an ask (through advertising). And just like with your 1987 Volvo, maintaining the balance between giving it a little gas and easing up a bit is crucial.
The moral of the story is….
If you don’t know how much fuel is left in your tank, get out there and do something nice for your audience. Add value.
Wanna know more about Jason? Of course, you do! He rocks.
There are two types of Realtors. There are those that go from deal to deal; serving clients, selling houses, earning their money, paying their bills, and feeding their kids. The industry needs them. They fill an important space, and they do a good job of it. These are transactional Realtors. Then there are Realtors that know in their soul that no individual deal ever matters. EVER. They know they are only as good as their last at bat. And they know the legacy of trust and honesty they leave behind is far more important than the spoils of any single victory. These understand personal branding. These are rare. These are relationship Realtors. Jason is one of these.
We’d love your feedback! Are you fueling the machine, or are you overworking the engine? Comment below!
And please share this with a friend.
As always, shine bright, fellow entrepreneurs!