There is a lot of cross-over between sales and marketing although they are different, and they share a common issue. This is related to the curse of knowledge to which we have alluded before.

Here is a generic story that I have heard many times, and have fallen victim to myself. Typically it goes something like this:

I have many years experience in this field and I know the issue you are facing as I have seen it many times. Now, let me TELL you what the problem is and how I am going to solve it.

Sounds reasonable from the “experts” point of view, right? It seems as though we are taking a lot of pressure off the client by providing the expertise. So why doesn’t this always work our as planned?

Think about it from the clients perspective (for example if you are hiring someone). You may have been wrestling with a problem for a long time. Also, we like to think that we are pretty smart, resourceful and that our situation is somewhat unique. Therefore the reaction may well be: Well, who are you to tell me about my business when I have been trying to solve this for a long time?

The result is we push the “expert” away.

What is the solution? It is a paradox actually - we demonstrate our expertise not by telling, but by asking. Asking questions that is.

How does this work? Be curious - you have the knowledge to ask great questions and they can be as simple as: “What have you done to address that?” and “How did that work?” They will tell you the issues and you can then probe to find out what they are thinking, how badly they want to solve it etc.

Perhaps the key is to genuinely try to find out whether there is a fit between what you do and the problem the client has. There is always a temptation to jump on the problem as soon as you see it and start telling the client or prospect how you will solve it - DON’T. Probe a little deeper, find out how they feel about the problem, how badly they want to solve it, is there an underlying issue?

The great thing is you don’t have to work so hard! It becomes a conversation and they will tell YOU the issue, and by your questions they will appreciate your expertise far more.

Do you know what the three most dangerous words in all of marketing are?

Actually, they’re the three most dangerous words in all of English language. But, since this blog is focused on marketing and small business success topics, we’ll limit the discussion to the dangers in regards to marketing.

By themselves or used within the context of millions of other sentences, these words pose absolutely no threat. But, string these words together and the results could be devestating to your results.

And, you’re probably using this little three-word phrase way more than you realize. Most of the time it’s probably not even being spoken out loud. But, if you ever hear “the little voice inside your head” saying it then the power of its destructive force is even greater.

OK, enough of the suspense already… What are these three “most dangerous” words in all of marketing?

Are you ready?

“I Know That.”

Any time you catch yourself saying that, either out loud or in your mind, stop and concentrate twice as hard on what lesson or knowledge you might aquire. You see, it’s not what you don’t know… It’s what you already know that just isn’t so that’s keeping you from all the results you desire.

You need to focus on a well-defined target market - I Know That!

But do you really? Have you done that for your own business? My experience is that most small businesses are taking whatever business they can get through the door. Do you know how to create a laser-focused target market definition?

You need to establish your uniqueness (why you’re different) to stand out from competition - I Know That!

But do you really? Have you done that for your own business? My experience is that most small businesses are still focused on telling prospects they’re different because of their number of years in the business or because they’re totally focused on quality customer service. But who is not saying those things?

You need to focus on client results and benefits, not on your product or service’s functions and features - I Know That!

But do you really? Do your current marekting messages reflect that? My experience is that most small businesses never get beyond trite phrases like, “We’re focused on your results! Our success is based on helping you succeed!”

Look, I’m not suggesting that small business owners in general don’t know anything about marketing. In fact, most have a pretty good idea about how marketing should work. It’s just that when you keep saying “I Know That” you are closing your mind to new ideas, new perspectives, and new possibilities.

With marketing, a slight adjustment in your wording could mean a 1,000 percent or more increase in your results. Isn’t it possible that someone else’s perspective or idea could lead you to that slight adjustment? Well not if you’re constantly saying “I Know That!”

There is a saying in busienss and in life that goes something like, “If you’re not growing, you’re dying.” If you’re not continually learning and picking up nuggets of wisdom, then you’re likely stagnating and withering away.

And that’s why “I Know That” is the three most dangerous words in all of marketing (and of course in life). When you’re saying “I Know That” you’re not learning and looking for nuggets.

So when you hear it (out loud or only through the little voice inside your head)… My advice is to concentrate twice as hard on what the new idea, perspective, or possiblity is for you.

Probably of the most often quoted lines from the movies is Yoda from Star Wars when talking to Luke: “Do or do not, there is no try”. Apologies if I mis-quote that for all the Star Wars experts out there.

 I have used this a number of times and usually it is in connection with trying to do something. In other words saying that we will try to do something sets us up for failure, gives us an excuse where we can say: “well, at least I tried”.

However there is another side to this quote that applies to marketing and it’s this: Do or do not are the two options. This is often what we see with small businesses, the desire to do something leads us to carry out a lot of unfocused activity, many of it unconnected to the goal.

The alternative, “do not” is the other thing we see. Paralysis - rearranging the business cards and filing papers because there is uncertainty about what to do next, indeed where to start.

So, it is important that we do things, equally important that we don’t do everything but stay focused on our target market, the flow of our business and the message we want to send. On this basis we can decide to do it or not do it (a particular marketing took that is) and then really do it (or not) and not just try!