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Education-Based Marketing Sells

Don't just pitch to your prospectscast a wider net and offer useful information. You'll outmarket your rivals and boost sales

In a recent conversation with Chet Holmes, one of my sales guru pals, we agonized over why so many small businesses have such a tough time ramping up sales. We decided it's because they're pitching, not educating. Seems obvious, right? Wrong. As we compared notes, I knew I simply had to write this column.

Let's say you sell telephone systems like Company X does. Before discovering education-based marketing, Company X would cold-call prospective companies and ask if they were interested in talking about a new telephone system (yuck—this is a standard product pitch). They had four salespeople making hundreds of calls per day. The result? A whopping three appointments per week. No surprises here.