Mike Crandall

People raise their defenses when they detect familiar patterns that they're not fans of. And most people have had some sort of negative experience with marketing.

That's why pattern interrupts can be so useful!

Your time is valuable. As the old saying goes, time is money! Are you wasting that time and money on social media? If you're not doing things strategically, it's highly likely you are.

Here are four Sandler concepts to keep in mind when marketing your business on social media.

Your value as a salesperson is based on the information you uncover, not the information you share. The more and better information you uncover about your prospects and their pains, the better equipped you are to determine whether or not you're a good fit to solve those pains.

Marketing can either be a huge waste of time, money, and other resources, or it can be an efficient, valuable part of your business.

You’ve probably heard some variation of the arguably most famous quote in marketing history: “Half of the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Unfortunately, that’s often true in the realm of marketing! But it doesn’t have to be. If you want to avoid that issue, start marketing strategically. There are three keys to marketing strategically.

In both sales and marketing, we often try to appeal to everyone. Traditionally, the goal is to get as many leads as possible into the pipeline because that means more sales, right?

In reality, that means more bad leads in the pipeline and more wasted time. And if you're spending time with the wrong people, you're robbing the right people of your time.

A number of small factors will make or break your sales. The same is true in customer service, management, really all of business. So it absolutely applies in marketing as well!

Think about your email address for a moment. Have you ever considered what it says about you? Likely you’re using it extensively for both sales and marketing. Is it saying something you’re not intending it to?

When people consider doing business with you, they usually look you up online. A Google search often follows, even if they were referred to you or met you in person. A first impression is important, but so is a second impression.

Do you know how and where you show up when people look you up online?

We like it when sales and marketing work well together. Often, including prices on marketing material sets you up for a confrontation rather than making conversations possible. And that means less business for you!

If you want your business to succeed, good marketing is important. But marketing doesn't happen in a vacuum - the CEO or owner of the company must have an appropriate role.

Generally, the best use of the leader's time is not executing the marketing strategy themselves. Instead, when it comes to marketing, leaders should fulfill three roles.

We all want to improve in business, but we often don't know what it will take. Whether you're in sales, management, or leadership doesn't matter. It happens to all of us!

If you've ever struggled with something—whether in business or your personal life—you could benefit from asking yourself the question, "What if?"