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275: Framework for Selling to Executives - The Three "Doors" of Marketing
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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).
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#law #legal #lawyer #attorney #lawfirm #counsel #selling #c-suite #generalcounsel #GC #CEO #owners #business #studies #marketing
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