5 Creative Mind Traps That BUSINESS OWNERS Doing Marketing and Sales Believe They Are Entitled To. Find Out Now the Truths That Will Set You Free!

Discussion between a marketing consultant and his client:

– Think about the following example: you just got to a new workplace, and for lunch, you must choose between two restaurants, which have similar offers: one is full of people, and the other one is almost empty. Which one do you prefer?”

– The one is almost empty, obviously. Thus, I stand in line a shorter while, and I have my lunch quietly.”

– Well, no. Most people would choose the full restaurant. If it is full, then it means that they are better served and that they can socialize!”

– Well, I am not like most people”

– What you mean?”

– I mean that your example is not good because I am not to be found in my target audience. I do not know how most people think, and I do not even care to know how they think. That’s why I’m paying you.

Whether they are investors, entrepreneurs, freelancers, or managers, business owners must pay proper attention to marketing and sales involvement. In a society where a current message seems to be: ”better, faster, richer”, relevance in a niche can be hard to attain and to hold. At the same time, too much self-confidence, even when justified by the superior quality of the products, services, or ideas that we offer, can be a dangerous trap. Here are such dangerous limiting beliefs that some more or less experienced business owners might have, making a hard life for the marketing and sales specialists who are doing their best to support them. I will list them and then go into each.

1. I don’t care what my audience wants, this is what I have to offer! It’s my way or the highway!

2. I don’t need to waste my money on advertising! I want to make sales, not marketing! Public relations and advertising are for wussies!

3. I don’t have time to chit-chat with everyone to keep up these detailed business relationships with all those people!

4. I don’t have the patience to wait for results. I want everything yesterday! Are we there yet?

5. I want to make as much profit as possible from as many people as possible: if I can get it, I deserve it!

Let’s now go into each of them!

 

1. I don’t care what my audience wants, this is what I have to offer! It’s my way or the highway!

While visionary entrepreneurs might seem entitled to such a drastic and dangerous approach, it is worth taking into consideration that not everyone has the marketing resources to reach such a targeted audience. Although whatever quality product you have to offer might be cherished by certain audiences, it’s not guaranteed that you won’t go bankrupt before those audiences might find out that you even exist.

Sony afforded to launch the Walkman. Apple afforded to launch the iPhone. You might not afford to reinvent a particular wheel of your choice, even if this choice seems great for a limited period.

Every product that seems great at one moment will become outdated and outlived at a certain point. On a long enough timeline scale, the rate of survival for any product drops to zero. Keep this in mind: it’s just a product, it’s not a child (although there are people who would sell their children to keep up their product)!

The rejection of a certain product by a potential market might rather speak of:

  • the product not being presented at the right moment (too early or too late);

  • the product not being appropriately advertised;

  • the rejection of the delivery method;

  • mismatching between the target audience and the characteristics of the product;

  • the habits of the consumers of getting their needs satisfied differently;

  • the inappropriate placement of the product;

  • the payment method raises skepticism;

  • insufficient awareness of your company.

How do you figure which is which?

Before establishing “your way”, you must be aware that it must integrate the answers to all of such questions and then some!

Some customers might have other questions about why you chose to do things in a certain particular way. Believe it or not, some might even want to come your way to make your job easier if you have the patience to explain to them why you think that your way is not the highway!

After some research, you might actually convince yourself that you can offer whatever you actually want if you just pack it in some totally different way!

 

2. I don’t need to waste my money on advertising! I want to make sales, not marketing! Public relations and advertising are for wussies!

My, my, my! What a big mixup! While it is likely for me to hear about so many different fields tied up together in one or two sentences, it still strikes me as an uneducated perspective. I do understand what the issue is: the cash is king, the brand is Cinderella and the disposable dwarfs are in charge of promotion, right?

First of all, even if marketing, public relations, advertising, and sales have some common ground, it is important to be aware of what each action is attributed to and not to mix everything together. For example, it is well known that at least half of the advertising budget goes down the drain, but the trouble is you don’t know which half. But at least, half of the budget brings (or should bring) positive ROI, which is significantly increased compared to zero. If you use a certain promotion technique that can be measured, it is important to apply it in conjunction or in sequence with other means, within a strategy mix, otherwise, it might be a lost opportunity. Simply stating “ads don’t work” doesn’t have any value if you don’t know WHY those you tried don’t work: which ads don’t work? When don’t they work? For who don’t they work? What can be changed and tested so that they work?

I do recognize that marketing and sales are two different big jobs, but they don’t have to be in competition. Actually, they must work together. Therefore, it is only natural that part of the revenues from sales must go to budget for marketing, but marketing doesn’t (always) offer guarantees. Although the sales field seems to be more concrete, never underestimate marketing! There are certain periods when you must invest in advertising, even if it might not bring you immediate clients.

Public relations are easy to do when you are a professional salesperson and they aren’t expensive at all if you know how to visionarily integrate them with marketing.

Of course, you must have the theoretical framework of knowledge for all of these before deciding what works and what doesn’t work for you. 

 

3. I don’t have time to chit-chat with everyone to keep up these detailed business relationships with all those people.

Entertaining business relationships can be sometimes overwhelming, I admit, especially if you don’t have some policy or system set up that works for you.

There is no substitute for keeping in touch with people, but you may at least change how you think about it. My recommendation is to change the way you think about it and take it as a possibility to contribute to as many clients as possible. Your networking might become a line of hope for those people to have the benefits you offer them through services, products, or ideas.

It is difficult to consider relationships more urgent than the to-do list when you are task-focused, but they really are more important, IF you know how to choose the right people to do networking with. If you stop considering it a chore or a to-do bullet point, you might actually enjoy it as a lifestyle, provided that you use your personal brand as an authentic instrument of communication.

Putting up a mask while relating to others takes up most of the energy from building successful business relationships, but bringing on your personality might make a more impactful, nice contribution for all those involved.

Therefore, there is no need for demeaning others. If you don’t like talking to many people, just choose a small circle of rich people who can be your clients so that you won’t have to attend to so many and that will do it.

 

4. I don’t have the patience to wait for results. I want everything yesterday! Are we there yet?

I hope you are aware that this attitude is likely to get you the f-word from many people. It is also, from the standpoint of transactional analysis, a rebel child position and from the stance of schema-focused therapy the spoiled child perspective.

All this being mentioned, things can move faster, of course, provided that you have the resources and the wisdom to choose the right professionals. Faster doesn’t mean now, but as long as it provides better results than those of the established competition, I’d say it’s fast enough. It is not unreasonable to pay around 1500-2000 euros for strategy services and wait at least two months from implementation before seeing any results… if you want to build a brand. If you just want inconstant sales, techniques may be applied, but any expert will tell you that you need to set up and keep up with a system. When you choose to build a system from the ground up, it is important to get involved with making the decisions if you want to speed up the process.

This is why some people who are aware of the huge effort and patience required to set up a strategy and a system based on that strategy don’t actually do it. These days you have to choose between long-term results and short-term results. If you want results now, just keep doing what you’ve been doing up until now: trying various approaches that don’t get you satisfied. If you want something different, try a strategy for a change!

(keep reading ↓)

 

 

5. I want to make as much profit as possible from as many people as possible: if I can get it, I deserve it!

Some people buy once and then don’t buy again because they feel they are being cheated in some way. Price is a psychological thing. Especially with services, there is this truth in an evergrowing international worldwide market: no matter how cheap and no matter how expensive you price your product, you CAN find people to sell it to at that price (providing you do good marketing). Therefore, it is up to you if you want a smaller piece of a bigger pie (affordable prices for many people to make serial sales) or a bigger piece of a smaller pie (working for a few clients who pay most of your bills). You choose your lifestyle, or, let’s say, your business style. Either way, seeing money as a personal means of validation for the signification you didn’t get in childhood is setting you up to fail. This syndrome is very obvious for the young graduates who hallucinate awesome revenues for the first positions, for the professionals who invest lots of money and time into their formation (such as medics or psychologists). This road doesn’t lead to the bank, it leads to the hospital. Why?

Getting paid a price at a certain moment by a certain prospect doesn’t mean everything. If that customer buys again or gets you other clients, it is a true measure of success. Increasing a price without correlating it with either increasing buying power, results, automation or experience is a sign of vanity, especially if you’ve started low and the initial target market isn’t aware of the value that you are offering. What might seem obvious for you might not be obvious for those who choose to buy from you.

 

So, there you have it. Keep in mind that the most important limits you need to break through are those in your mind! If you’ve liked this article, in two weeks I’ll publish a follow-up, especially for product owners. Business owners, entrepreneurs, and marketing professionals might be interested, too!

If you liked this article, I also invite you to read: 

Marketing Un-Mix

Get Over Entitlement in Marketing, Management, and Business

5 Mind Traps That Freelancing Marketing Professionals Believe They Are Entitled To But Stops Them From Making Sales. Find Out Now the Truths That Will Set You Free!

10 Mind Traps That Freelancing SALES Professionals Believe They Are Entitled To. Find Out Now the Truths That Will Set You Free! Part 1.

10 Mind Traps That Freelancing SALES Professionals Believe They Are Entitled To. Find Out Now the Truths That Will Set You Free! Part 2.

5 Mind Traps That Marketing and Sales Entrepreneurs Believe They Are Entitled To. Find Out Now the Truths That Will Set You Free!

Marcus Victor Grant

Copyright © Marcus Victor Grant 2017-present Series started in 2017 and updated for publishing in 2020. Copyright © Marcus Victor Grant, all rights reserved.

The materials on this blog are subject to this disclaimer.

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