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You can sell your programs and services without ever doing a sales pitch, and the 'close' as people call it, is truly not needed.
What IS needed? These three things, in this order:
Here are the basic steps to a pitch-free marketing process:
Here’s another perspective on this, as seen through the eyes of the people you’d like to serve.
Now let’s go back to the three things in pitch-free marketing:
Relevance: This means using your empathy to hear and respect the person and their problem. (5% of pitch-free marketing)
Credibility: This means communicating your diagnosis or premise about why they’re struggling. (90% of pitch-free marketing)
Value: This is your guidance on what they can do and your offer to help them. (the remaining 5%)
Why do so many people put so much emphasis on selling through pitching?
Because their marketing methods are missing that middle 90%.
The pitch approach to marketing is like having a life-changing book and ripping out 90% of the content. You then have little more than the front and back covers in your offer.
Ninety percent of our marketing needs to be what one of my mentors, Tad Hargrave, calls 'point of view' marketing.
As soon as we've sorted out who we help and what problem we help them solve (this doesn't have to be exact or perfect), then we need to shift our attention to the Point of View (POV) piece.
In POV marketing, we communicate our best case for why the person is struggling, and we do it in a spirit of kindness without attachment to whether or not they choose us to help them.
This is key.
When we do that, our marketing becomes 90% case-making, not pitching. We share with them our understanding of why they’re struggling. This is education, and it’s exactly what nurses are experts at.
This form of marketing eliminates the need for hype, exaggeration, hard closes, and pushy pitches.
In this approach, you get in front of your people and share your take on their situation. Then at the end, you tell them you have a service or program to help them handle their issue, and you tell them how they can get it.
This way of marketing builds trust, feels good to all involved... and works.
If you'd like to learn more about this approach, I teach this in my Liberated Nurse Business Incubator mentoring program. The Incubator program comes in two forms:
If you’re not ready for a full meal of learning (the Incubator program) and you want just a snack, please join me in this 1-hour webinar I’m presenting for the American Holistic Nurses Association (AHNA): How to Create Marketing Messages that Sound Professional, Feel Authentic, and Attract a Steady Stream of Clients.
You can register for this webinar up to 2 years after I present it live and still receive 1 holistic nursing CE contact hour by watching the recording at your convenience. The cost is only $8 for AHNA members or $10 for non-members. Click here to register.
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