How often do people try to sell us something before we have expressed an interest, have a desire, or are in the market for what they have? It seems the standard for many salespeople is to try to sell to anyone and everyone regardless of the interest level.

When someone attempts to sell us something before we have expressed an interest, the initial thought may be, “Why would I buy from you? You haven’t earned the right to sell to me!”

The fact of the matter is that selling, both online and off, is about determining if there is a need before ever attempting to match a buyer with a product or service. It is about providing enough information for the buyer to make the best decision based on their needs. And it is about gaining trust. The most successful sales professionals are those who are a resource before they are a vendor.

Having been in both brick-and-mortar and online sales and marketing for many years, it never ceases to amaze me how many people try to sell without determining the customer’s needs. They don’t seem to realize that the better the match, the more likelihood for return business. The better the match, the more trust gained. If you depend on repeat business or referrals, trust is absolutely a factor in your customer’s decision to come back to you when they need your product or service.

Companies often seek cost-effective, high-return marketing strategies. They may be as close as your wallet or the business next door. Below are seven easy to apply strategies for virtually any business.

1. Business cards
Business cards are often one of the most underutilized tools in marketing. Use the front and back of your business card to gain full benefit. You can put valuable information on the back such as a sports schedule, emergency numbers, or special dates people want to remember.

Creatively distribute your card. When you eat out, leave one with the tip. If you borrow a library book, use one as a bookmark. Hand them to clerks in stores who may know other people who could use your product or service.

2. Send a picture
A great way to keep your name fresh in a customer’s mind is to send them a picture of when they purchased a product or service from you.

Put a picture of a buyer’s auto purchase in a beautiful calendar. Likely, the proud owner of the vehicle will display the calendar for the next 365 days.

For specialty gift shops, when a customer makes a substantial purchase, have a picture taken with the shop owner. Frame the picture and send it to the customer. Chances are very good the picture will be displayed proudly for friends and family to see.

A dentist who specializes in smile makeovers can easily arrange to have a professional makeup artist and photographer capture the patient’s beautiful new smile. No doubt the patient will be more than happy to show others their new look.

If you are in sales and/or marketing you know one of the most challenging aspects of what you do is getting in front of prospects. Prospects and clients are bombarded constantly with items that promote, market, or advertise what people do. So we sell, buy, receive, file, or throw away items that we’re just not sure what to do with. Millions of dollars in advertising and promotions end up in the trash, completely ineffective and wasted.

The question becomes: How do you keep your promotional advertising and unique marketing items out of the trash and on the desk? The answer is simple: use creative and appropriate methods to get recognized.

Sales is really about the ability to think quickly, be flexible, creative and innovation. If you want to stand apart from the competition, you need to do more than sell products. You need to know how to get your foot in the door. However, it also means making sure you have the right door and a plan for keeping your foot there.

Selling is about taking stock of your market, your prospective customer, and yourself before you even go a-knocking. It is about knowing you are doing the right thing for the right reasons.

What exactly is a business card? For me, my business card is one of the least expensive forms of advertising I possess.

Your business card is your introduction to everyone you meet. This is your opportunity to tell every person you come in contact with what you have to offer them in writing. You've heard the expression "get it in writing". With your business card, you can give it to them in writing.

I have found very reasonable prices at both Staples and OfficeMax. They offer white paper, colored paper, black and white ink, two ink colors, company logos etc.

When deciding what to put on your business card, remember you want to entice people not bore them. Stay away from fancy lacy fonts, they're far too difficult to read. I have thrown away many cards where the font was too hard to read, or the print was too small. Don't cram so much into this small space that each line runs together.

“What do I make for supper tonight?” Ah, the eternal, daily question. It’s so discouraging to have to wake up in the morning and think about so many hours ahead. One day, I decided to fight back and never ask that question again. How? Meal planning. So that Saturday afternoon, I sat down at the kitchen table with my recipe books, calendar, pad and paper, and I planned our meals for the entire week — recipe book page numbers, side dishes and all! From that plan, I was able to create my entire grocery list for the next day.

I can’t quite put my finger on my exact feelings that week, but it was a mixture of relief, pride and accomplishment — I won that battle!

When I decided to apply the same concept to marketing my business, the results were just as good. That’s when I found my marketing recipe book — Get Clients Now! by CJ Hayden. It basically walks you through the entire process of customizing your marketing plan for an entire month (she even uses meal planning analogies — action menu, success ingredients, choosing your appetizers, main course and dessert action items).

Everyone loves free advertising. In some ways it is the Holy Grail of business. But it has to be effective advertising seen by many people. One of my favorites is a newspaper article about your business. This is an elusive goal, and it can be difficult to achieve. Sometimes, it is just being in the right place at the right time. However, there are some basic techniques you can put into play to help position your business for exposure. I have personally used them to get 3 different articles written and published. These techniques have even put me on the evening news. And best of all, it only costs you some time and effort.

The key to this method is letting journalists know your business exists. I do not believe in waiting for someone to notice me. I prefer to tell them I am there. Realistically, journalists are always for a good story. Just tell them why you or your business would be a good story. Try to look at your business from an outsider's perspective. Why are you special? How does your business improve the lives of your customer? Maybe you are the first one in your area to do what you are doing. Maybe you are about to celebrate an anniversary or milestone in your business. Have you recently received an award? Find something special about your business that is newsworthy. You are excited about your business, otherwise you would not be doing it. Share that excitement. Do not expect someone else to decide what it is about your business that is exciting. Make it something that sparks the journalist's interest.