Ep. 75 – Marketing Makes Sales Easy with Kevin Donlin
“I don’t make money in my underwear but I do make it in my undershirt.”
Today my special guest on the podcast is Kevin Donlin. Kevin is an author, a copywriter and a marketing optimizer.
In this episode, we talked about marketing multipliers, video handshakes, the difference between sales and marketing, and how you can get over the fear of selling your product/service by asking yourself the right questions.
I know there are solopreneurs, entrepreneurs, freelancers and consultants out there who need this information to bring their businesses to the next level and attract new clients to their business, so please share this with your network by clicking any of the social buttons below.
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What is marketing?
In my view, marketing is finding horses and sales is asking them to drink. If you can get thirsty horses and lead them to a pool of crystal clear mountain water, and it’s cold, and it’s a hot summer’s day, it’s not hard to make that sale.
The job of marketing is to do the prep work and to come up with the right offer, find the right way to reach the right market at the right time, and then the sales take care of themselves.
Marketing makes sales easy
The way to make selling easier is to – that’s what the job of marketing is. If you handle the marketing correctly, the sales often will take care of themselves.
It was Peter Drucker who said: The aim of marketing is to make selling superfluous. Meaning, if you pick the right market, the right audience, and you put the right offer in front of them at the right time, the sales largely take care of themselves.
An example would be if you’re a girl and you’re selling girl scout cookies. Who are the first customers that you call? Just a rhetorical question, but I’ll bet you’ll get this.
If I’m a 12-year-old girl scout, who do I ask to buy first?
…It’s going to be mom and dad. The girl scout instinctively picks the ideal market and she makes the ideal offer, “Daddy, will you buy my first box of cookies?” Well, there’s a 100% closing sale on that sale, because she has picked the right market, made an irresistible offer and the price is right.
Characteristics of a marketing multiplier
- Small actions, not huge technological systems
- Typically low cost or no cost
- Often tangible
How do you do sales and marketing as a non-sales/marketing person?
For anyone who’s listening, if you don’t like to sell yourself, you’re self-conscious – that’s fine. That’s normal. Just start thinking, “How can I get in front of ideal prospects – more of them? How can I make an irresistible offer that everyone’s going to say YES to?”
When you get those parts right, then it’s just a matter of how do I want to reach them? Is it online, offline, in-person – what? It can make your selling superfluous. That’s the way I approach marketing.
Connect with Kevin on LinkedIn
Buy Marketing Multipliers: 11 Simple Tools to Grow Your Business by Kevin Donlin on Amazon, or get it for FREE at http://www.marketingmultipliers.com/