Don't Sell -- Educate

Source: Rain Today

The recession may have permanently altered the value perceptions of your clients. They may be more skeptical of marketing initiatives. To cope with this trend, some organizations are emphasizing education over marketing, providing prospects with statistical data to help them benchmark their operations. These firms may be perceived as partners, not vendors.

Today marketers are beginning to penetrate the walls of marketing resistance by giving away valuable information.

The rules of marketing have changed. Now it is necessary to:

• Develop a reputation (and brand yourself) in specific industries or market niches.
• Find narrow markets in which you can be dominant.
• Communicate with your market members to learn their unmet needs and tailor your services accordingly.

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Steven Van Yoder is the author of Get Slightly Famous ™: Become a Celebrity in Your Field and Attract More Business with Less Effort (2nd Edition) and specializes in helping become recognized leaders in their industries. Steven has also founded Global Initiative to Advance Entrepreneurship (GIVE), an organization focusing on social entrepreneurship and poverty alleviation, http://givefoundationonline.org. For more articles, podcasts and resources, visit www.getslightlyfamous.com/webzine/

From Rain Today, www.raintoday.com, January 20, 2010, "Stop Selling and Help Your Clients Buy: Become a Trusted Resource."