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Common Questions and Answers
In the late 1970’s, as more and more small and medium size businesses selling the same products and services I was selling opened in my market, I thought, “It cannot get any more competitive!” I was wrong. In the 1980’s the big box discounters came to town with bigger and brighter stores. As I watched my sales start to decrease and my customer base erode I knew I had to do something to stop the bleeding and start gaining sales and profitable customers quickly.
I could not out advertise the competition. They had what seemed to me unlimited dollars to spend. But I could out market and outsell them by becoming a more ‘Professionally Aggressive’ marketer and seller.
Aggressive Marketing – is how you get more customers in your front door, to call you or to accept your call.
Aggressive Selling – is how you get the customer to exchange their money for your products and services.
Like yours, my customers are busy with driving the kids to and from school, the kid’s social activities and their own clubs, meetings and social events, not to mention the hundreds of things they are doing to maintain a household, job and/or business. To save time your customer is a regular at fast food outlets, ATM banking, fast checkout lines, pay at pump gas stations and many, many more timesaving facilities. All this timesaving activity tells us the customer is telling the seller:
In today’s highly competitive markets it is:
The one who aggressively solves the customer’s needs and problems the easiest and fastest for them
will get the sale.
One of the best explanations I ever heard of being professionally aggressive to solve a need or problem came from Reggie Jackson, the great home run hitter for the New York Yankees. During a keynote presentation when Reggie was the spokesman for Hitachi Electronics he told the audience how he became a great home run hitter, even though he was not a top-notch athlete, and how he always succeeded in everything he attempted, even though he was only of average intelligence and ability.
Reggie Jackson’s father taught him to always be aggressive and practice W.I.T. Whatever it takes! The story he told that evening was about how one of his duties as a young boy of 10 years old was to purchase his father a pint of Neapolitan ice cream (vanilla, chocolate and strawberry) every evening. His father would give him a quarter and off to the corner grocery store he would go. One evening the grocer was sold out of Neapolitan ice cream. Did little Reggie go back to his father and tell him of the problem? NO. He had learned to be aggressive. He went to his uncle’s clothing store a few doors down from the grocery store, borrowed fifty cents and purchased a pint of vanilla, a pint of chocolate and a pint of strawberry ice cream.
Aggressive W.I.T. – Whatever it takes to deliver the customer the very best service and to solve their needs and problems is what the top sales producers practice.
“I never want to be remembered for the products I sold my customers. My competition sells the same products.
I want to be remembered for the great Professional Aggressive service I delivered.”
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