How To Avoid These
Sales and Marketing Mistakes
would you rate your sales and marketing
When it comes to sales and marketing,
you can either be effective or ineffective.
I saw an incredible demonstration
recently on how to do it right.
Let me explain. Recently my wife and
I went to Asolo Repertory Theatre
in Sarasota. The show was “George
Gershwin Alone.” It was a one
man show about the music and lyrics
by the brothers George and Ira Gershwin.
It was based on the book written by
Hershey Felder who also happened to
be the star of the show. What a terrific
Depending on how good the show is
there usually are curtain calls.
When this show ended Hershey came
out to a standing ovation. But this
a short minute or two he waved at
the audience to take our seats and
He asked the audience to call out
George Gershwin song titles for him
to play and sing. Then he proceeded
to sing some songs and had fun with
So when he finishes this routine he
says the Theatre asked him for his
He said in one week he would be doing
another limited engagement show, “Maestro
– The Art Of Leonard Bernstein.”
He told us he wanted us to go to the
Box Office right after the show and
buy tickets because we would save
20% because we were at today’s
Well of course I was the first one
in line to buy these tickets.
He said the Theatre asked for even
more help. He agreed. He told us he
brought just 200 copies of his soon
to be released NEW CD and he would
donate all the proceeds to the Theatre.
He said he would also be happy to
autograph the CDs.
After I bought the tickets to his
next show, I also bought his new CD
Look, Hershey gave an amazing performance
and then proceeded to demonstrate
the art of salesmanship.
He gave us a call to action. He told
us where to go to buy the tickets
He gave us an incentive for buying
today – save 20%.
He created a sense of urgency with
his CDs by saying the supply was limited
and he only had 200 copies.
He added more value by offering to
autograph the CDs.
I go to a show to be entertained and
I was. I also had the opportunity
to see a brilliant display of salesmanship.
Let me put this into a business perspective
Some of the biggest sales and marketing
mistakes I see salespeople and companies
making include the following:
on price. Why sell
on price when you can sell on value?
I believe the word discount
should be eliminated from all marketing
and advertising materials.
The word discount should be replaced
with the words value and incentives.
And whenever possible your value should
be quantified in dollars.
you can’t quantify your value
don’t expect your sales prospects
and customers to be able to see it.
features instead of selling benefits.
This is a huge mistake marketers make.
Salespeople also do the same thing
and are always talking about features
instead of focusing on the product’s
Let’s take a windshield wiper
blade for example. These blades are
made of rubber plain and simple. Yes
they cling to the windshield and remove
rain, sleet, and snow from your windshield.
But what’s the benefit for your
customer? Well, the benefit for a
senior citizen who has to drive down
a mountain to buy groceries and go
to church during a winter storm is
peace of mind and safety because the
windshield wiper blades enable your
customer to see clearly and drive
the benefits if you want to motivate
your sales prospects and customers
to buy your products.
of urgency. Tell your
sales prospects and customers that,
using this example, your supply of
wiper blades is limited, just like
Hershey did. In fact tell them how
many you have in stock and they need
to hurry in because they’ll
be all gone in a few days.
to action. This one
is a no-brainer. Do what you can to
make it easier for your customers
Bernadette, my wife, goes ballistic
when she sees an article or an advertisement
for a product she’s interested
in and there’s no contact information.
Be sure to include a person’s
name, an address, a phone number,
store hours, and a website if your
product can be ordered on line.
Tell people to visit your place of
business or your website today to
get a special bonus product with every
Make it easy for your customers to
do business with you and they’ll
keep coming back.
And always say, “Thank you
for your business,” enthusiastically!
And I must thank Hershey again for
his 2 brilliant and memorable performances.
are 2 resources you can use
can start selling more today and every
day and ultimately become a Sales
Trailblazer in your company as soon
as you acquire the right selling skills:
If you manage
salespeople and have never been trained
how to do it – this is for you.
Sales managers aren’t born they’re
made. Learn how to become a better
sales manager – do it today!