Bob Burg shares how a subtle shift in focus is not only a more uplifting and fulfilling way of conducting business but the most financially profitable way, as well. For 30 years he’s helped companies, sales leaders, and their teams to more effectively communicate their value, sell at higher prices with less resistance, and grow their businesses based on Endless Referrals.
In this interview, we discuss why many experts have trouble with sales and what to do about it.
You can read a summary of the interview below this video.
1. Who do you serve, who are your clients?
They are people who are entrepreneurs or sales people. I also speak for corporations.
2. What is their problem, their need and what are the symptoms of that problem?
The biggest challenge is that they are wonderful at what they do; however, they may not feel comfortable with the process of sales and marketing. If people don’t know about your value or you can’t communicate it in an engaging way, you have a problem. They don’t have a methodology or plan or know-how to take it from the product/service to someone purchasing.
3. What are the common mistakes people make or obstacles they face when trying to solve that problem on their own?
Sometimes trying to solve the problem on your own with the same information you have won’t help you. Working with someone who has developed that system that has been proven to work. A system is the process of predictably get to the goal by following the steps.
4. What is unique about your solution that helps people avoid those mistakes or overcome those obstacles so they can finally solve their problem?
When we work with sales people, a big part of the issue is helping them understand their own value. One of our speakers calls it “walking with your value.” What are your traits, talents, and characteristics that can help people? We also have to be able to communicate that to others by discovering the other person’s wants, needs, and desires. In a confidence-building way, we help people understand their own value and communicate it to customers or clients.
5. What is one high-impact free action, such as a tip, that you recommend that the audience can implement that will help them solve that problem?
You look at who your target market is and get a realy good idea, in general, what they’re looking to accomplish. To the degree that you understand your target market, you’re 9 steps ahead.
Describe your perfect client, your “avatar,” but you can always go wider. Start with that.
6. What is one valuable free resource that you can direct people to that will further help with that problem?
Go to burg.com and scroll down to the bottom. Look for the “Join the Go-Giver Movement” heading and subscribe to a series of videos on cultivating an endless referral business.
7. What’s the one question that I should have asked you that would give great value to our audience?
You’re wonderful. You do a magnificent job and so much value. 🙂 Yes, that’s what he said.
Next step…
Check out Bob’s Go-Giver Movement and receive periodic updates along with new blog post notifications. Also receive Bob Burg’s weekly Endless Referrals Action Tips (videos) via email and build your business…The Go-Giver Way!
How about you?
Leave a comment with your questions or frustrations about getting new clients or customers.
And please use the social media buttons below to share this interview with your entrepreneurial and sales colleagues.
4 replies to "Interview with Bob Burg: Using a predictable marketing system"
Knowing who my target market is, is really a big challenge. Can you suggest any practical way for me to do so I can narrow down who my target market is? This has always been a challenge for me.
Is it really better to go wider in terms of who your target market is? How about being more particular about your niche? From what I’ve read from other marketers, they recommend niching down. Thoughts?
Hi Bob Gregory, there is a LOT that goes into your question and is beyond the scope of one comment. However, a few thoughts to get you started:
1. The Marketing Bridge. Think of a specific niche, then ask yourself, do they need what I have to offer? Do they want what I have to offer? Can they afford what I have to offer?
Note: depending upon your product/service, it may be either a need *or* a want. If your product/service is not a need then just skip over that part. However, if a need *is* involved then realize that need alone is still not enough. They must also want it (or be willing to accept that it’s important enough to embrace). If you have the first two covered, then they must still be able to afford it.
2. If you pass the Marketing Bridge test, how much more specific can you get in who you serve? This helps you to niche down.
3. Who do *you want* to serve? Is there a particular niche that fires you up; that the idea of working with them totally has you excited? That also helps in the niching process.
Again, just a start. I hope you find it to be helpful!
Best regards,
Bob
Hi Mimi, indeed, all things being equal, it’s *much better* to niche. Please see my above response to Bob Gregory in terms of a few basic ideas for doing so. By and large, the more niched, the more profitable your business. And the cool thing is when you begin niched, the “widening” occurs naturally (though it can also be by design) over time. Thank you for your great question!
Best regards,
Bob