2023 Is the Year To Become a Marketing Consultant
You know the challenges everyone faces: inflation, an iffy economy, world events and a pandemic that won’t quit. Despite it all, local businesses and retailers must still attract consumers and media sales reps must work harder to secure a maximum amount of local ad spending.
Many years of research have shown local businesses and retailers’ primary and deeper need is to find a marketing professional they can trust. That need is even greater given the current economic challenges but also the rapid changes to the retail environment.
To become that trusted source of marketing expertise, it’s time you transition from a seller of media time or space to a marketing consultant. Two strategies will help build trust with ad prospects and trust is the basis for long-term and successful business relationships.
Strategy #1: Instead of asking a prospect about his or her business challenges, offer important information they may not have, but will likely value, and value you provided it. Volunteer to share insights about their customers, competition and industry and the newest trends in media, consumer behavior and retail technologies.
By doing so, you show that you’ve done your homework and you have the knowledge most likely to help them overcome their challenges. It’s the first step in building trust. Of course, you have to do your homework, which is why your Media Group Online membership is so valuable. We may not have all the answers but what you find in our many reports will reveal many other sources to explore for those nuggets of information.
Strategy #2: Learn to be a better listener. For years, this has been a central principle of sales training and it’s never been more important. By establishing a beginning relationship with strategy #1, prospects are more likely to share their deeper challenges and needs. As a prospect is more forthcoming, respond to what you hear with more expert advice and how you can bring value to their marketing efforts – it’s part of your winning formula for 2023.
