275: Framework for Selling to Executives - The Three "Doors" of Marketing

This episode discusses Selling to the C-Suite and addresses the three doors of marketing to executives, which will give us a framework for the rest of our discussion.  First, a "door opener" talks about a problem, makes people aware they have the problem, and gains their interest in finding a solution, which opens their minds to the concept of making a change and spending money.  Second, a "door closer" reinforces the "problem" with a message of how bad the pain is and suggests there is a way to avoid that pain -- a call to action to buy your service.  Third, the "revolving door" comes after a prospect becomes a client and exposes them to a different stream of advertising that shows successful people benefiting from your service and using add-ons that add to their enjoyment (cross-selling). Join me every day for this podcast covering leadership, marketing, and sales skills for lawyers.  You can join the discussion by leaving me a voicemail by going to https://anchor.fm/AttorneyDSY and hitting the “message button”. You can of course also send me your question or comments on social: Twitter: https://twitter.com/AttorneyDSY Facebook: https://www.facebook.com/AttorneyDSY/ Instagram: https://www.instagram.com/attorneydsy/ LinkedIn: https://www.linkedin.com/in/dscrivenyoung/ Youtube: https://www.youtube.com/user/ILEnviroLawBlog You can also join me live on Wednesday night at 7 pm central for the Lawyers Emotional Intelligence Book Club at https://www.facebook.com/LawyersEQ/.  We will be discussing Dr. Marshall Rosenberg’s book, Nonviolent Communication. If you need an attorney or want to refer a case, you can contact me at (312) 239-9722 or [email protected].  Check out my website:  https://www.pecklaw.com/attorney/david-j-scriven-young/.  We provide free consultations. Thanks for listening and watching! Be sure to tune in tomorrow. #law #legal #lawyer #attorney #lawfirm #counsel #selling #c-suite #generalcounsel #GC #CEO #owners #business #studies #marketing