This is part 1 in a 4 part series on Educational Marketing.
If you are like most entrepreneurs, experts, authors or business owners, the concept of hard selling is not an attractive one. In fact, you probably find ways to spend your time doing anything but cold calling, direct selling or getting on the phone trying to close a prospect.
I know I have had my share of “working distractions” from checking Facebook posts to looking at website statistics to checking my email for the up-teenth time. And no matter how many times we perform these activities, no money is going to be deposited into our back accounts.
And that is not good for business.
The good thing is that with the tools and information available to you today, you don’t need to spend every minute of every day selling. I’m not saying you do not have to sell at all, because you do, but using a concept called Educational Marketing, you can begin to attract and position the right type of client or customer into your business, which ultimately makes the selling part easy. This is a result of selling themselves on your products or services through educational pieces that you have created to paint a picture of what you do and how it helps individuals like them.
Educational Marketing is the process of creating educational pieces of content that move a prospect into a position of realizing that you are the ultimate expert that can help them solve their problem.
Think about your best clients or customers. Who are they? Where did they come from? How did they make the decision to purchase from you?
Most likely it was because they were educated that you were the best solution. They had information on who you were, what you did and how you can help them.
Imagine that you were a car dealer and had 2 potential customers on your lot. The first customer was a first time car buyer and wants to test drive 10 or more cars before talking it over, asking more questions and then price checking with your competition.
The second customer comes into your lot, already educated that you have a red pickup truck, 2 doors, with power windows, 6 disc CD changer, 4 wheel drive and all the other bells and whistles. They also know the price, have been pre-approved by their bank for a loan and are ready to walk out with the keys in a matter of minutes.
Which customer do you wish you had more of, walking into you business everyday, attracted to your business and your products and services?
I hope you said customer number 2.
In this scenario, your educational and informational pieces, from the web, print, direct mail, or your phone sales team has educated your customer so they can easily make an informed decision. They have already sold themselves as to which product they want. The customer had a problem and educated themselves on a solution. The education they found through the above sources led them to create their own opinions and come to the occlusion that you were the solution to their problem.
This empowers the customer and makes them feel important, comforted and confidence in their decision. They were not sold to, they made their own informed, educated decision.
This is a very powerful distinction when done correctly and has a profound impact on your business.
Are you using educational marketing in your business? Let us know how in the comments below.
Photo courtesy of Jayel Aheram