Awesome You Be


   

Stuart Ayling

Interview with Stuart Ayling: sales and marketing for business founders

By Jeffrey Baumgartner

Have you ever dreamed of giving up your company job and starting your own business? For many, it is an alluring prospect: running your own show, making all the decisions and the sheer pleasure of handing out name cards with your business's name on them. Moreover, you've probably got at least 15 years of experience and know what you are doing. You'd probably be an awesome business founder!

Unless you are a salesperson, selling your product and yourself is one of the biggest challenges you will face should you decide to launch your start-up. Indeed, many business founders − myself included − have set up businesses with great products and services but an inability to sell those products and services, which is a fast road to bankruptcy! That's why I decided to interview my friend and sales wizard, Stuart Ayling of Marketing Nous. For more than 15 years, Stuart has been helping sales teams, sales professionals and business founders sell more effectively. Listen to our interview in the 24 minute podcast or scroll down to learn more.

AwesomeYou.Be nterview: Stuart Ayling advises business start-up owners on how to market & sell by Jeffrey Baumgartner on Mixcloud

Example: the Purchasing Consultant

In our interview, we imagined a 50 year old woman named Mary who had been in purchasing her entire professional life. She's decided to leave her big company and set up her own consultancy business. Stuart talks about what she should do, what she should focus on and mistakes people like her often make.

Here are my three takeaways from the interview.

Three Takeaways

1. Find your niche

Stuart emphasised repeatedly the importance of establishing your niche and focusing on it. By doing so, you can establish expertise in the niche, you can communicate that expertise through social media and you can more readily be found by businesses looking for your expertise. A lot of small business owners try to offer as broad a range of services as possible in order to be open to a wide range of business opportunities. But this often leads to the company failing to gain recognition or expertise in anything and that is not a road to success.

2. Selling is about conversations

If you think selling today is about a hard-sales pitch, think again. Successful sales people listen well and start conversations with potential clients. Eventually, those conversations can turn to your potential client's problems and how you can solve them.

3. Keep learning

Just because you have been in the same field for more than a decade, that does not mean you know everything there is to know about the field. You've got to keep learning and this is doubly true when you leave your big company employer and sell yourself as an expert.

Listen to the podcast to learn more.

 

 

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