In Part 1 of
this article series we indicated that, as a luxury real estate
marketing professional, a marketing mindset is an abundance-based
mindset. A selling mindset is a scarcity-based mindset. A shift to a
marketing mindset can make all the difference in the world to your
bottom line. But, where do you begin?
1. Shift Your Focus and Your Attitude
First, you must shift your focus to a
marketing mindset where you are OPEN to perceiving an abundance of
potential new clients in your marketplace. Here is the catch, however:
If you do not also shift your general attitude, that is, your mental
mindset from scarcity-based to abundance-based, then you simply will not
perceive the new opportunities!
2. Narrow Your Focus. Identify an Uncontested or Under served Market Niche That You Can Dominate
You must identify a lucrative
uncontested or under served market niche that you can dominate and also
be passionate about serving better than anyone else. By shifting your
mindset from selling to marketing, you will discover that this niche has
an abundance of potential client matches for you, a demand, in fact,
for someone just like you. Here is how this principle played out in the
field of online relationship matchmaking.
Match.com and eHarmony.com are two of
the biggest online relationship matchmaking services. The competition
is fierce at the top for customers in this field. Does it make any
sense to start another matchmaking service? Why fight over crumbs that
the market leaders leave behind? That would involve a scarcity-based
mindset.
Three companies answered this question
by identifying an under served segment of the overall market and set out
to serve their niche far better than the big brands. OurTime.com
specializes in the 50+year olds seeking a mate. BlackPeopleMeet.com
serves African American singles. And, ChristianMingle.com is the online community created specifically for Christian singles looking to find friends, romance or marriage.
The
customers of these online matchmaking services are more likely to find
the right matches because the focus of the service is more aligned with
their particular needs and values. It is highly unlikely that the big
brands can serve these customers as well as those who specialize in
their niches.
By
offering a superior value proposition to customers in these segments,
the new companies are watching an abundance of “fish” jump into their
boats rather than going fishing for prospects with a scarcity-based
mindset. Customers believe that the likelihood of finding like-minded
matches is greater within a more focused niche. Therefore, the trust
factor starts out high and trust accelerates sales.
Can you
see why you would not have to sell a 50-plus -year-old single on the
value of using OurTime.com vs. Match.com? That is the difference
between a marketing mindset and a selling mindset, between an
abundance-based mindset and a scarcity-based mindset. It all begins
with a shift in focus, a shift in attitude and a shift in mindset!
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