Marty Thrasher - The Worst Thing You Can Do in Business

Marty Thrasher is an experienced business owner with a vast knowledge of marketing and sales.
There’s nothing worse in business than being boring. Some people erroneously think that sales are hard and people hate to part with their money. In reality, people love to spend money and buy new things, products and services. At the same time, people hate being sold to and being bored. It is the responsibility of a business to come up with exciting and new ideas that make prospects seek the business out and patron it.

There are a lot of ways how you can come up with new ideas. One of the ways is to find a new segment in the market and cater to that segment. This is exactly how Tom Monaghan built Domino’s pizza. For years this chain was known for its “Fresh, hot pizza delivered in 30 minutes or less, guaranteed” guarantee. Notice that this guarantee caters to a very niche market. It doesn’t promise the best-tasting pizza. It doesn’t promise the best ingredients or a great recipe. All it promises is a hot fresh pizza pie delivered on time. Domino’s decided to cater to the market of people who wanted to get their pizza fast when they were hungry and who didn’t care much about anything else. This is what allowed the chain to grow into a multi-national multi-billion-dollar empire.

Another way to build a business is to find a new media and use it to attract new customers. That’s what E. Joseph Cossman, the author of several books about money order business, did to build his empire. Cossman’s approach to business was very simple: he found companies with great exciting products that marketed the products only through one or two channels. Cossman would then sign an agreement that allowed his to market the products through other channels. This is a model that Marty Thrasher has seen in many businesses and industries.
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Marty Thrasher - On the Connection Between Problem-Solving and Selling

As a gifted entrepreneur, Marty Thrasher has extensive experience in sales.

Of all the obstacles that you will encounter in sales, “your price is too high” is probably the most common. After all, everyone would get a lawn service, a personal chef and a housekeeper if such services were free. 

You may have a great product or service. You have created marketing materials that highlight all the features and benefits of what you are selling. You have collected a number of testimonials from your happy customers and yet your prospect tells you that your product or service does not fit their budget. 

What you need to understand is that, fundamentally, people buy things, services and experiences to solve problems. They may not look at it this way, especially when it comes to a cup of coffee from Starbucks or movie tickets on a Saturday night. However, all these purchases do solve problems. Whatever you are selling, you want to identify the value that your prospects put on the problem that your product or service is solving. The more a prospect wants or needs something, the more he or she will pay for it. For example, when a person buys a dog, they may be buying an animal to protect a property. They may be buying a dog as a pet. Another option is buying a dog as a child to take care of. People that feed their dogs strictly with organic food and buy them ultra-expensive cuts of meat and fish fit into this category. 

When a person tells you that something costs too much, he or she is simply letting you know that they perceive the value of what you have below the numerical price. As a sales person, you need to find out what a prospect values about what you are selling and position your product or service in a way that highlights all the necessary features and benefits just like Marty Thrasher would do.