Education Based Marketing

"If you become known for what you know instead of what you sell, buyers will come to you for help and advice instead of your lowest price," says sales trainer Chris Lytle. So how do you do that? Read on for Lytle's advice.

"To become known for what you know, you have to market your knowledge instead of your product," says Lytle. "This is why white papers and webinars are key lead generation tools for businesses today. As a salesperson, you can put together your own "knowledge products." There is a successful salesperson for Paychex who puts out a monthly newsletter of short articles for small businesses. A radio ad rep in Charlottesville, VA does the same thing."

"No time to write a newsletter? Put together a checklist detailing, "7 Mistakes to Avoid When Choosing a _____." (Put your product or service in the blank). Or write a one page "case study" of a business problem you solved for a customer. Document the return on investment and quote your happy customer."

"Or simply share a key idea from a book you've just read and turn it into a tip. See example below."

"You will attract more buyers if you are offering to teach them something of value to them than you will ever attract by simply trying to sell them your product or service," writes Chet Holmes in The Ultimate Sales Machine.

What do you know that your prospects and customers don't know? How can you teach them something of value?

Chris Lytle is a sales trainer, speaker, and creator of "Max," a web-based, interactive training platform for salespeople at any stage in their careers. This revolutionary creation is a unique combination of tools and real-world behaviors that align with the way customers say they want to be approached and sold to. Learn more at www.max-atm.com

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