sales vs marketing

Why Marketing is Not Sales

  • On : August 18, 2021

Often used interchangeably Sales and Marketing are two aspects of business that are intrinsically linked, yet at the same time, both very different. Failure to understand the difference will be to your business’s detriment.

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sales and marketing alignment

What Are The Differences Between Sales & Marketing – And How To Align Them

  • On : April 22, 2021

The two words “sales” and “marketing” are often used interchangeably in a business environment. But do you know they carry very different goals and functions?

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How To Use Digital Marketing To Generate Sales

How To Use Digital Marketing To Generate Sales

  • On : December 4, 2020

Source: Marketing Eye Australia

With an abundance of digital marketing tools available to businesses to grow their reach online, there has never been a better time to develop your digital marketing strategy to generate sales.

No matter what kind of business you own and whether it is B2B or B2C, your digital presence and marketing efforts have the ability to create a strong impression on prospective customers or clients. An effective digital marketing strategy also allows you to build and nurture relationships with customers in the short and long term, making it an integral part of being competitive in an online landscape.

The basics: start with a good website

The importance of a good website for your business cannot be understated. Your website establishes your credibility and presence as an online business – everything from your logo to your website design and useability communicates a message about your brand. You want to ensure that that this message is positive and that users have an enjoyable experience visiting your site – one that makes them want to come back. For this reason, having a responsive, well-designed website that is easy to navigate is imperative to ensure that customers trust and continue to engage with your business.

As the home base for your digital presence, your website can also be used to house blog posts and other information you wish to communicate about your business, outside of the products or services you offer. Make the most of this content by optimizing it to improve your SEO. With so many benefits, a well-designed website is the most important first step to improving your sales and converting leads.


Utilize targeted ads to expand reach

With so many digital marketing platforms currently at our disposal, there have never been more opportunities to utilize paid ads than now. Google Ads, LinkedIn and Facebook all have the capacity to run targeted ad campaigns where you can photos, videos, website links and other content with your selected audience.

After setting up your digital marketing campaign, you can also take advantage of analytics and other tools including A/B testing to continue to improve your digital strategy. Overall, targeted ads are a cost-effective way to grow your reach and improve sales in the short and long term.


Leverage newsletters and EDM campaigns to keep people engaged

While many companies collect emails from their current or prospective clients, many do not leverage their email list to create frequent, tailored communications with their target market. Emails are often overlooked in digital marketing but are a powerful tool to grow sales because they are content-rich and can be easily tailored to specific customers.

Regular email newsletter campaigns can keep customers in the loop with new products and offerings from your business. Additionally, EDM campaigns are a fantastic way to target groups of customers; your contacts lists can be segmented so that specific communications can be sent to specific groups. This makes email marketing ideal to improve sales for particular groups of customers or prompt your customers to engage further with your business.


Make your business easier to find – utilize SEO to improve ranking

SEO is the most powerful tool to increase online visibility. By improving your website’s ranking, you will be found by more potential customers. This helps to improve your reach and sales when customers search for products and services in your industry.

Utilize tools like Google AdWords to research keywords relevant to your industry which people are actively searching for. These keywords can be incorporated into your website copy and blog posts, boosting your search engine rankings and making it easier for people to find you. Just make sure content that includes keywords is always of high quality and written with the reader in mind.


Balance between organic and paid advertising

Online social media platforms are a fantastic way to grow your reach and connect with your audience. Depending on the business that you have, utilizing social media including Facebook, LinkedIn, Instagram and Twitter can be a very effective way to grow your following and start conversations with customers. Additionally, sites like Facebook and Instagram have inbuilt shopping platforms for businesses who sell physical products, increasing the number of avenues through which customers can purchase your products.

Paid advertising can also help supplement organic growth in your social media platforms, making it easier to grow and maintain a following on your key channels. Social media platforms can be fantastic places to announce new products, discounts, or company news. Doing so creates another touchpoint with consumers to spark their interest in purchasing a product, which can also grow sales for your business.

The set of digital marketing tools available provides a great deal of flexibility for businesses to select a marketing strategy that addresses their individual needs. By investing time into using the best platforms for your business, you can seek to improve your reach and engagement with customers online. A good digital marketing strategy can help you boost sales by setting you apart from the competition and enabling you to foster good relationships with customers.

Source: Marketing Eye Australia 

How To Know If Your Marketing And Sales Teams Aren’t Aligned

How To Know If Your Marketing And Sales Teams Aren’t Aligned

  • On : November 23, 2020

Source: Marketing Eye Atlanta

Sales enablement is the practice of aligning your sales and marketing efforts to generate leads and convert them to sales. While both departments have similar goals, they each take a different method to accomplish these goals. Companies that experience misalignment of the sales and marketing departments are often dysfunctional, struggling to convert leads and generate revenue. Below, we discuss how you can know when your marketing and sales departments aren’t aligned.

Each department has different objectives

Marketing departments are typically only focused on marketing qualified leads (MQLs), which is how marketers can measure their performance and success. Unfortunately, this isn’t fair to the sales team. The sales team is judged by its ability to convert leads into customers, which means they need a good set of leads to make that conversion.

Lack of communication between departments

When you are trying to align the marketing and sales departments, you need to establish constant communication between both parties. Each department has to have a deep understanding of the goals and strategies, allowing them to set their own expectations for what they need from each other. Any lack in communication will only foster dysfunction and division between the marketing and sales teams.

Lack of engaging content

Marketing teams are responsible for creating engaging content to support and nurture the customer relationship. Because of their responsibility in this relationship, marketers are uniquely positioned to create engaging marketing and sales content meant to educate and inform the audience. Your sales team is responsible for engaging with the customer one on one, but that doesn’t mean they are equipped to build collateral. Without engaging, well-crafted content, your organization is at risk of losing a sale.

About Marketing Eye Atlanta

Marketing Eye Atlanta is a results-driven marketing agency that is dedicated to supporting and elevating the marketing efforts of small to medium-sized businesses. With our consultative approach, we develop a marketing strategy that is specifically designed to help you achieve your business goals and objectives. Our goal is to help your business succeed. Contact Marketing Eye Atlanta today to learn how we can help you.

Source: Marketing Eye Atlanta

3 Tools to Measure Brand Awareness and Why You Should

3 Tools to Measure Brand Awareness and Why You Should

  • On : November 18, 2020

Source: Jeff Bullas

Every brand wishes to become famous. Well, every entrepreneur, business owner, and marketer wishes for its brand to become famous.

But as you might guess, popularity doesn’t happen overnight. Not for brands. They don’t wake up famous; instead, slowly and steadily, they grow brand awareness.

What is brand awareness?

Brand awareness defines the extent to which consumers are familiar with the qualities or image of a particular brand of goods or services.

The goal of marketing, PR, and even customer service is to grow brand awareness – to make sure people know the brand, talk about it, and recall it when the brand’s industry is discussed. These are the primary perks of brand awareness, but there are others, too.

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Source: Jeff Bullas

The Advantages of A Marketing Strategy

The Advantages of A Marketing Strategy

  • On : November 17, 2020

Source: Marketing Eye Australia

2020 has been an interesting year in marketing, to say the least. Yes, we have all undeniably suffered under the conditions of the pandemic – but where there’s hardship there’s also an opportunity to be found and many of us have been forced into new and exciting places.

When the normal way of doing things isn’t an option anymore, we have to get creative. Marketing in 2020 has seen an increased use of digital mediums more so than ever before. And although we get more digital each and every year, it’s safe to say that no one expected a surge from necessity like this. Remote shopping and digital marketing have become more important to the business and consumer market than ever before.But the more things change, the more they stay the same. While we have found creative new ways to communicate online, the role of the marketing strategy has changed little in its central value. Given this, it’s not surprising that many have come to realize how sorely they’ve underestimated the importance of the document. A marketing strategy is a roadmap, a blueprint that sets out what and how you’ll communicate with your audience over the coming year. Without a marketing strategy, businesses are engaging their customers with one hand tied behind their back. But more specifically than that, where is the value of working with a marketing strategy?

Oversee your business, sales and marketing together

We all like to think we see the big picture, but we’re usually standing too close to know what we’re looking at. The writing of a strategy puts everything into perspective – it’s the perfect opportunity to take a step back and have an objective look at your business, sales and marketing objectives. This is the time to really get into it and think:

  • What are our strengths?
  • What are our weaknesses?
  • What do we do to improve?

A healthy dose of introspection is not the only key to surviving in the business world but thriving.

Strategies your branding

There’s an impressive amount of variety in the ways in which people and businesses market their brands. Even just when taking a few minutes to explore this variety, it becomes quickly apparent that some marketing is organized whilst others take a more ad-hoc approach. Without a documented marketing strategy, it becomes near impossible to manage your branding activities in an organized fashion. The most successful marketing and branding campaigns involve an integrated campaign. Attempting to coordinate multiple channels to deliver branding communications without a strategy is almost certainly going to end up as an expensive waste of time. A strategy is researched and provides clarity around the execution of tactics to achieve the campaign’s ultimate objectives.

Plan the use of your resources

As business owners and employees, we’re all too aware of the limitations to our resources and expenditure. Yes, it would be nice for any small business owner to spend $1,000 a day on sponsored Facebook posts, but it’s just not feasible for most of us. A strategy crucially outlines the budgets for each and every marketing activity. It’s far too often we see small businesses managing their marketing without a strategy overspending on channels that aren’t producing the results they’re after.

A fundamental tenant of strategy is prioritizing and assigning your resources. None of us have unlimited cash reserves; we’ve got to work with what we’ve got. A strategy lays it all out: here’s what I’ve got to work with, here’s where what we want to work on, here’s how much we’re putting into what. In this sense, a strategy is crucial to the organization and administration of your resources. One single document can make every marketing decision and purchase easier for the next year – because you’ve already put the work into making the decision.

Business and marketing are all about planning. Speak to any marketing strategy consultant and they will tell you the same thing. 2020 has proven this to be the case in what can only be called a harsh reality check. As times have gotten tough, many businesses have divested from marketing and other divisions sometimes seen to be less essential. But because times have been tougher, the competition has been heightened. And this has left those companies using a marketing strategy with a clear-cut edge.

Source: Marketing Eye Australia

smart marketing strategy

Developing a smart marketing strategy

  • On : October 26, 2020

As 2020 draws to a close, many entrepreneurs and business leaders are coming to terms with the underperformance of marketing tactics for the year, most notably as a result of COVID-19. This has prompted many to rethink their marketing strategy and readjust their outcome expectations to increase revenue and performance. In alignment with the cardinal evolutionary practice of adapting in order to survive, companies must now make a choice: to continue as though it’s ‘business as usual,’ or to build a smart, reactive and realistic marketing strategy which responds to the current economic situation and corresponding buyer behavior.

Naturally, the only real solution for businesses who wish to stay afloat is the latter choice, which commands smart marketing strategies as a means of generating leads, increasing brand awareness and fast-tracking business growth.

First things first.

Steps required for a business to build a suitable marketing strategy

A good place to start is by readjusting expectations for performance in 2021 to increase revenue. The marketing strategy should necessarily keep pace with the times, and that means rethinking realistic business goals for the coming year.

Furthermore, maintaining discipline when it comes to the execution of your readjusted business plan and marketing strategy is key. As the holy grail of entrepreneurship has articulated, “Goals without routines are wishes; routines without goals are aimless”.

Based upon the testimonials of over 70,000 companies which successfully scaled up whilst reducing entrepreneurial contact hours, The Rockefeller Habits outline a clear path to success:

  • Ensure that your management team is healthy and aligned.
  • Set goals that are specific, measurable and attainable on what needs to be accomplished each quarter to achieve the year-end goal.
  • Align management discussions and communication with the need to ensure that not only management is clear on the vision, but the people that make it happen are clear too.
  • Use project management tools like ASANA to ensure that every facet of the organization has a person assigned with accountability for ensuring that goals are met.
  • Collaborate with your marketing team and ensure that employee input is welcome and considered to identify obstacles and any opportunities as they arise.
  • Collate customer feedback and analyze across data points, financial data and surveys.
  • Bring your core values alive and ensure that everyone on the marketing team understands the purpose of your company.
  • Continually provide platforms for employees to articulate the key components of the company’s strategy, to ensure that the message has not become diluted and off-track.
  • Bring company culture to the forefront and ensure that employees are ‘heard and seen’ and that you know whether someone has had a good day or not.

1) Set short term and long term marketing goals as part of your marketing strategy.

Setting a specific goal within your marketing strategy clarifies what tactics are being implemented such as blog posts and what purpose they serve. To execute this, ensure that your marketing goals are S.M.A.R.T.: specific, measurable, attainable, relevant, and time-bound. If your business sets a SMART measurable goal, it helps to  determine if it is successful.

According to CoSchedule research, setting many measurable goals can improve the likelihood of success by almost four times as much as those who do not.

2) Market research

While market research can be conducted in any number of ways, platforms like Robotic Marketer are a sure-fire way to efficiently produce comprehensive marketing strategies based upon in-depth collated data.

What can market research tell us about?

  • The relationship between the economy and buyer behavior
  • Competitor profiles
  • The specifics of what consumers want
  • Popular content marketing to share in social media and blog posts
  • What factors increase the likelihood of purchases
  • What trends and challenges are most pertinent in the industry
  • Who industry stakeholders are

3) Conduct a S.W.O.T. analysis

A S.W.O.T. analysis helps businesses identify their Strengths, Weaknesses, Opportunities and Threats. Articulating a S.W.O.T. analysis is vital to ensuring that your company stays on track and seamlessly executives their marketing plans and marketing objectives.

While it is easy to think of, it is equally as important to write down and refer back to frequently as a means of tracking your progress and marketing plans. Constant reminders of the opportunities that lie ahead will keep you invested and inspired.

4) Identify customer profiles

It is the perfect time to hone in on customer profiles, investigating who customers are in order to best market to them. When building a customer profile, it is important to consider the following:

  • The name of the profile
  • What would incentivize this profile to buy from your business
  • Profile demographics
  • Buyer patterns
  • Purchasing references

5) Do a competitor analysis

If you are serious about growing your business, achieving your goals, and taking market share from competitors, you will dedicate time to learning about your competition in order to ‘beat’ them and effectively achieve your marketing objectives. Below is a list of useful comparative platforms:

  • Alexa
  • SEM Rush
  • Mozo
  • Sprout Social
  • Phlanx
  • Social Blade
  • Buzzsumo
  • Similarweb

6) Develop strategies that support business and marketing goals

This is the fun part. Using your analysis of the market, customers and competitors, implementing the 7P’s of marketing is the key to achieving your goals:

  1. Products/services: Use tactics for SEO, blog posts, social media, website, email lists, EDMs and lead generation.
  2. Price: Ascertain the price point of your products and/or services, how big your database needs to be to achieve the sales and specific goals that you have set out for your business.
  3. Place: Where you are marketing.
  4. Promotion: How are you promoting your product or service? Through events, webinars, SEO, PPC?
  5. Physical Evidence: How is your branding is working across all communications touchpoints. Is it consistent?
  6. Processes: What does your sales model look like? How does your marketing structure work? What processes do you have in place to make sure that your marketing department works like a well-oiled machine? What technologies do you use for project management?
  7. People: What people and marketing team do you need to accelerate your marketing programs?

Having a powerful marketing strategy is one thing, but executing it is another. The discipline you and your marketing team and setting smart marketing goals will determine whether or not your marketing strategy is successful in content marketing and all activities.

Testing ideas and campaigns are imperative to finding campaigns that have a higher chance of success and to help you increase revenue. Robotic Marketer to develop marketing strategies not only for our company but for our clients. It is an easy to use tool, or if you prefer, you can have a marketing manager from Robotic Marketer facilitate your marketing workshop with your team.

Now more than ever, it is important to ensure that you are setting smart marketing goals, allocating budget and resources to marketing, and optimising your content writing with SEO key words, especially with the way in which business has changed in the past 12 months and how economies recover.

If you need any help in achieving your goals, don’t be afraid to contact us.

Market Development Funds (MDF Funds)

The Best Way To Use Market Development Funds : Technology

  • On : October 19, 2020

It’s coming to the pointy end of 2020, and many technology companies haven’t taken full advantage of Market Development Funds (MDF Funds) made available by large multinational technology company vendors.

The most successful channel partners always use their Market Development Funds (MDF Funds) wisely to generate leads and accelerate their business growth.

Vendors have become more sophisticated in who they choose to service their channel partners by ensuring that suppliers such as marketing companies and marketing technologies are not only working in the best interest of their channel partner, but they actually achieve results.

Robotic Marketer is this years’ must use MDF Fund allotment. It is a technology platform that combines marketing strategy consulting with the development of a strategic marketing plan.

It helps companies set goals, plan, develop, deploy and track their digital marketing strategy, keeping the channel partner and any third-party providers on track.

Why use MDF Funds

They are made available to you so that you can reinvest in marketing your company, improve sales processes and enter new markets. By using MDF Funds you will be able to partner with experts in the field of sales and marketing who are typically experienced in your technology solution or service, to build out your sales pipeline and communicate most effectively to achieve ultimately more sales.

Why Vendors provide MDF Funds

Vendors use channel partners to expand their reach. Many go direct but know their true potential is in the channel and to ensure that it is working most effectively, generating sales, the channel often needs guidance.

By carefully evaluating suppliers to channel partners, and where possible providing MDF Funds to help with marketing and sales campaigns, the Vendor is investing in the success of the channel.

Vendors who don’t invest in MDF Funds for their high growth channel partners are setting themselves up to be disrupted or to have their channel partners pouched.

Vendors also want access to the relationships, connections, and to foster loyalty that channel partners have developed in a regional or vertical furthering their sales and marketing reach.

Each Vendor has a different MDF Criteria

How MDF Funds are allocated is often down to the sales and marketing performance of a channel partner. What business does the channel partner bring to the business? How much revenue does the channel partner account for? Is the channel partner in a market where the Vendor is not a market leader? Is the Vendor selling a solution that is new to the product suite?

Ultimately what the Vendor is looking for:

  • Increased revenue: Having a strategic plan in place that you can present or share with your Vendor Partner Manager is important to securing MDF Funds for your business. Many Vendors have criteria around how much revenue a channel partner needs to achieve to receive MDF Funds.
  • Commitment to growth: Vendors are more likely to bring channel partners into various funded programs or provide specific MDF Funds for companies that are not only committed to growth but are taking actions to achieve goals.
  • Committed to Vendors solutions: Vendors are looking for true partners and often provide 50% of the funding for sales and marketing initiatives. If you are marketing their solutions and actively seeking new deals, the chances are that they too will come to the party.
  • Alternatives to events: COVID has killed the events industry so Vendors are looking for alternative marketing strategies. Make sure you have one.

Leveraging MDF Funds is easy if you know how to. Many channel partnership programs are choosing Robotic Marketer to help partners develop marketing strategies aligned with business goals.

If the channel partner has the right plan in place, they are ¾ of the way there.

Lead Nurturing

4 Useful Strategies To Nurture Leads

  • On : June 15, 2020

Source: Marketing Eye Australia

Are you having trouble converting your leads? It might be because you don’t have a lead nurturing process in place. Establishing strong lead nurturing tactics is crucial to growing your business. Without these processes, there is nothing to impact or influence the customer’s decision to make a purchase. To truly nurture leads, you need to provide relevant information at multiple points throughout the beginning of their relationship with your business. Below, we have 4 tactics to effectively nurture your leads.

  1. Leverage targeted content

Your approach to nurturing leads will change depending on what the situation calls for. There is never going to be a one size fits all approach, because no two leads are alike. While your content will likely be interesting to multiple leads at a time, don’t assume that everyone is looking for the same information. Using targeted, specific content to nurture leads will significantly improve your conversion results. Once you understand each unique buyer persona, your team can begin to create content that speaks directly to their journey.

  1. Focus on multiple touches

Your prospects should receive multiple touches throughout their customer journey. The most successful lead nurturing strategies deliver content that helps prospects progress to the next step in their customer journey by providing relevant information and answering questions along the way. The best touches use a blend of social media, blogs, white papers, or an email campaign. Your prospects should be able to ask any of the questions they need answers to.

  1. Follow up with leads

Setting up an automated system for lead nurturing is a great way to cast a wide net for large groups of prospects, but there is nothing better than following up with interested leads in a timely, well-planned manner. Whether they have reached out to your company for more information, or they’ve just visited your website and clicked on a specific link, there are few approaches more effective than just following up with interested prospects. Timing is everything, and if you wait too long to reach out to them, you could completely miss your window of opportunity.

  1. Send personalized emails

Personalizing emails for prospects adds the perfect touch to increase engagement with your audience. The important thing about personalization is that it goes much further than just including the prospect’s name; most personalized email campaigns are targeted towards customers that have performed a specific action like clicking a link or downloading a whitepaper. It’s all about getting the right information to the right people at the right time, creating a greater opportunity for conversion later.

How Marketing Eye Can Help

Marketing Eye is a marketing agency that is committed to the success of our clients. We help to establish new and creative approaches to your everyday processes, including lead generation. Our team provides the best in class approaches to optimize your lead generation and lead nurturing strategies. Contact Marketing Eye today to learn how we can help your organization convert better leads for the future.

Source: Marketing Eye Australia

The Top 16 Free and Open Source Business Intelligence Software Hero no text

How to Up Your Inside Sales Capabilities

  • On : May 12, 2020

Unlike traditional forms of sales, inside sales representatives are highly trained individuals who are required to identify, nurture, and convert leads into customers through remote systems.

This virtual form of selling is made possible with the rapid evolution of technology and is becoming highly dominant within B2B, technology, and high-ticket sectors. However, to remain competitive in this emerging system of sales, inside sales representatives must be educated on the tools necessary to drive favorable results.

Just like you wouldn’t attempt to repair your car without the relevant tools, you shouldn’t try to take on inside sales without the relevant skills.

There are numerous strategies that all successful inside sales reps employ to close more deals and create more satisfied customers.

All of these skills can be quickly learned and implemented into your toolkit to help you achieve better results.

Below we’ll cover our top 5 tactics you must include in your inside sales strategy.

 

  1. Develop a mastery of product knowledge:

Contacting a prospect and gaining their interest is the most difficult step of the inside sales process. However, if a product related query is asked and the sales rep cannot answer it, the prospect will almost instantly lose interest.

All successful inside sales reps must develop extensive knowledge of their company’s products. Through in-depth training, sales reps should have the ability to answer any question, whether basic or advanced; technical or practical.

Deep product knowledge enables sales reps to transform their pitch around each individual prospect, by specifying how the product’s features will provide value and satisfy the unique needs of the potential customer.

Knowing how each product works, the value it can provide, and its strongest features separates the top 1% of sales representatives from the rest.

 

  1. Learn how to listen:

Inside sales revolves around the needs of the prospect, not the sales rep. Better results will be achieved once the representative focuses on the unique needs of the prospect, rather than their own desire to close the deal.

Inside sales reps should begin by listening attentively to their prospect’s needs and difficulties. In doing so, they can delve deep into the unique issue and develop personalized questions and suggestions that cater to the situation.

By putting yourself in the shoes of the prospect, you can determine which features and benefits are most important to highlight, based on what will provide them with the most value.

Rather than listing off all the product features and capabilities at once, this approach allows representatives to deliver a more ‘customer-centric experience’.

Since the benefits sought by each customer will vary, basing the value of your product on the needs of the individual will build a more favorable relationship.

 

  1. Embrace the marketing team and research your prospects:

Marketers work to generate interest and demand for a product. Once leads begin appearing, inside sales representatives take over to close the deal. Clear communication between marketing and sales teams is crucial in finding qualified leads that are likely to be converted into customers.

Drawing insight into prospects enhances your ability to dictate the likelihood of closing a deal. An effective strategy to uncover these key details is to utilize social media platforms such as LinkedIn to research your leads. In doing so, you can learn about the prospect’s position in the organization, their capacity to make decisions, and other valuable information that can assist the sales process.

With this insight, inside sales reps can tailor their conversation around the prospect, providing for a more personalized and customer-centric experience.

 

  1. Communicate clearly and responsively:

It’s not about what you say, it’s how you say it. The way you communicate your message is a vital sales skill and can help prospects relate with you when conversing.

We can make others feel comfortable by mirroring their actions – the same goes for their tone and style of voice. Matching the way in which a prospect communicates can go a long way. If they are speaking in a serious tone, do the same. Conversely, if they are using informal language, the same principle applies.

Actively listening and responding with follow-up questions shows that you are focused on the needs of the prospect, rather than concentrating only on what you are going to say next.

Base the conversation around the prospect to emphasize that you are not selling them a product, but rather, trying to provide them with a solution to their problem.

 

  1. Remember to follow up:

It’s awfully easy to send the first e-mail or make the first phone call, however, following up can be daunting. One week passes… no response. One month… still nothing. Should you move onto the next prospect?

Research by The National Sales Executive Association showed that 80% of sales are made after the fifth call and 92% of salespeople give up before that.

To succeed as an inside sales rep, you must be persistent and confident. Eliminating the fear of rejection will differentiate yourself from 92% of people competing for the same position and will put you in a better position to gain the client’s attention.

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