5 Tips on Becoming Indispensable in Marketing and Sales

Hal Conick
Marketing News
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Key Takeaways

​What? Staying relevant in sales and marketing is hard; Rick Wong, a 35-year veteran, believes his Five Abilities has the formula.

So what? Wong’s latest book, Winning Lifelong Customers With The Five Abilities, says business decisions are often made for personal reasons. This must be taken into account. 

Now what? Read Wong’s tips, including to “Assess Your Visibility,” which says: “Let prospec​​​​​ts and customers articulate their needs, hopes and desires fully. Use your knowledge, expertise and experience as necessary to evaluate, coach and correct their expectations.”

​July 28, 2017

How can you become indispensable in marketing and sales? Rick Wong believes he has the answer.

 

Wong, CEO of The Five Abilities LLC and a 35-year veteran in sales, sales management and executive management, is the author of Winning Lifelong Customers With The Five Abilities. Founded on a principle that businesses don’t make decisions, but people do, the book claims these decisions are made for personal reasons. Wong’s “Five Abilities” philosophy aims to help marketers become top decision-makers.

Here’s an excerpt from Wong’s book highlighting the Five Abilities: 

1. Optimize Your [Visibility]

Be consciously and consistently seen in the right way, at the right time, by the right people. Perfect your messaging so you know you can get people curious in less than 30 seconds, delivering heightened value-add that surprises them and exceeds their expectations. Design every communication so that every time people see, listen to or watch something by or about you, they will quickly pay more attention, and naturally step in, bring you closer and focus on learning more about what you can do for them.

2. Demonstrate Your [Credibility]

Show your creds! Demonstrate superior knowledge and utilize your experience in ways that prove you know how to help people. Then deliver what you’ve promised. In fact, deliver more than what you promised. Impress every prospect, customer, decision-maker and influencer and make it a total commitment to offer and give helpful advice and assistance that goes beyond your stated product or service. Be consistent and you will get referrals and achieve loyalty that opens the doors to new opportunities.

3. Assess Your Viability.

Let prospects and customers articulate their needs, hopes and desires fully. Use your knowledge, expertise and experience as necessary to evaluate, coach and correct their expectations. Ask yourself if you are properly qualified and capable of delivering what they need. Can you be successful? Do they have realistic expectations? Success speaks loudly, but failure speaks much louder. Be averse to failure and choose your customers wisely so that you end up having only happy customers. If not, know when to say no, and move on. 

4. Apply Your Special Capability. 

Go beyond just completing the minimum specifications of a job or piece of work. Satisfy customers by identifying and addressing the personal motivations of your customer. Find out how they like to communicate, how they like to appear to others, and who they need to impress in order for them to be successful. Then design, propose and get concurrence on the specific ways you will deliver their personal win and fulfill the hidden and unique motivations that are often not found on contracts, income statements and balance sheets.​

 

 Business Roundtable | Revenue Growth - Featuring Rick Wong, Sales Expert and Creator of The Five Abilities

 

​​5. Demonstrate Your Reliability. 

Be unreasonably accountable when the unexpected happens. Be unusually open, and communicate actively, engaging the right technical, sales and management people when things go sideways. Anticipate challenges and be honest about problems. Never blindside a customer and be a particularly good listener when a customer is angry or unhappy. Be open and responsive to the need for change and new solutions.   

The book can be found at Wong's website or on Amazon.


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Author Bio:

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Hal Conick
Hal Conick is a staff writer for the AMA’s magazines and e-newsletters. He can be reached at hconick@ama.org or on Twitter at @HalConick.
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