Education-Based Marketing

Education-Based Marketing
by Josh Lowry

In war, the military uses airplanes to bomb the enemy in order to soften their position before sending in ground forces to attack.  Marketing is similar. Marketing messages are used to soften prospects before sellers call on them. The problem is that most marketing, whether corporate or field, has started to look and sound the same to customers. For example, how many times have you heard, “We are the leading provider of XYZ?” Or, how many times have you seen “solution” used? When you do common things, you achieve common results. Today, a common result is lack of differentiation between companies and sellers.  In addition, marketing messages are too focused on the company or product versus the customer. Consequently, both companies and sellers are finding it difficult to connect with customers and build lasting relationships. The answer, according to Chet Holmes, author of the best-selling book, The Ultimate Sales Machine, is education-based marketing.  Its core principle is that you attract more customers by offering to teach them something of value than you do by trying to sell them something.

For example, “I would like to schedule 30-minutes with you to better understand your business and see if there is a way we can work together” (ineffective, tactical) . . . versus “Cost reduction continues to be a key initiative for manufacturing companies. To help these organizations from an IT perspective, we commissioned a report entitled, ‘The top ten ways companies are overspending on software.’ I have shared the report with CIOs of other manufacturing companies and each one has told me that they learned something that they can use to start saving money. I would like the opportunity to share the report with you as well” (effective, strategic). When you teach prospects something of value, the power shifts from the customer to the seller. That is, the seller becomes a consultant/teacher by using market data, not product data, while setting the buying criteria in their favor. Prospects are always more motivated and receptive to sellers that are experts in their product or service, as well as their industry and market. Sellers should position their product or service only after the prospect has been educated.

One of the biggest mistakes both marketers and sellers make with customers is they start or transition the conversation to their individual company or product too soon; i.e., before the customer has been educated. They PREMATURALY ELABORATE! Marketers and sellers should only discuss how their product or service can solve problems, reduce costs or create impact after the customer has been educated. Education should always be based on market data, not product data.  Customer first; product or service second.

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