Are You Afraid of Marketing or Do Sales Just Turn You Off?
(Note: This is the first post in a series on sales and marketing tactics – and yes, we shun the Dark Side, young Skywalker, wielding sabers for the Powers of Good, not Evil.)
Marketing tactics and strategies always hit a sore spot with many of our readers. Just the word itself provokes many different reactions in people, even when the post topic is fairly benign. Those reactions also reduce the learning potential. Who can learn well when they’re getting upset and having knee-jerk reactions?
Well, not very many people, frankly. That’s why it’s worth bringing the dreaded M-word back. Desensitization eliminates relational behavior, and so perhaps the more we discuss marketing strategies, the less readers will get upset and focus on learning instead of venting.
One important message that needs to get through is this: Marketing and Sales does not equal sneaky snake oil screw-you tactics. Yes, there are those who abuse the knowledge they have and take it to extremes for their own gains, but even the most innocent and acceptable marketing and sales tactics come from the same knowledge.
Let me repeat it in shorter words: Ethical marketers use the same strategies smarmy marketers use.
One more time: Good and evil come from the same source.
Regardless of whether you get inflamed over marketing tactics or whether you don’t really mind them, you should still learn about each of them so that you can use them for your business. Because without marketing tactics, your business will fail.
Let me repeat that in shorter words: If you don’t market, you won’t sell anything.
One more time: You need marketing in business.
Better the Devil You Know
It’s said that we fear the unknown, and that’s quite true. It’s one reason we refuse to change, modify our behaviors and develop reassuring patterns. It’s one reason we get angry, get upset and make choices. It’s one reason little kids don’t like the dark and why people don’t quit jobs that make them miserable.
The unknown stops us from having better than we have now, because we’re scared of what we might find out. People also dislike loss, even possibly more than fear of the unknown. We hang on desperately to what we have, including beliefs and opinions.
So let’s stop fearing the unknown. Let’s get smart about this, shall we? It’s time to discuss and learn about marketing tactics that are commonly used every day around us, by both the worst salesmen in the world and the best people that uphold the highest integrity of honesty.
These people influence your behavior, your decisions and your emotions all the time, for better and for worse, for good and for evil. They know how to reach in and get you to buy or hire. They know how to pressure you, scare you, woo you, court you and build a relationship with you.
You’re a Tactic Emperor Already
That may make you angry. You may get incensed that sharky sellers and manipulative marketers are making you dance by your mental puppet strings.
Truthfully, each of us manipulates people all around us every day. You’re no better than any salesman or marketer out there. The difference is how you choose to sell and market to your chosen market, and your personal comfort level with those tactics.
Think about it. If you have kids, you’re a prime tactician. You know how to get your kid to choose the clean red blankie over his favorite dirty blue one so that you can wash it. You know how to wave and call, “I’m leaving!” so that your kid will drop his toy and run at you screaming for you not to go. You know how to get two bites of brussel sprouts eaten by dangling the offer of cake if he does.
If you have a spouse, you’re a prime tactician, too. You know when to be coy to get that new garden you wanted dug up. You know how to trade household duties – one washes, one dries. You know just the right time to call and say, “I love you,” or when to say, “Are you coming home yet? I’ve been waiting…”
If you’re in the singles scene, you know all about tactics too. A dip of the chin, just the right smile, a smooth glance to the side… You wear the right clothes, call at the perfect time, make the best offer, persuade and convince, and you strategize all the way to your goal of hooking up.
If you’re in business or freelancing, you’re all about tactics. You need to get people interested and convince them you’re the right choice. You have to make your services appealing and offer selections you know get you more hires than not. You offer add-ons and upsells, and you try sales and discounts.
Keep Your Friends Close and Enemies Closer
The key to all this mess of how you feel about specific marketing and sales tactics is knowledge – your knowledge. The more you learn about how people get to you and influence your actions, the more you can either avoid falling for their trap or use the strategies to your own business benefit.
By learning about social influence, psychological persuasion and the decision-making process, you can protect yourself or arm your business and make it better. (And when we mention arming your business, we don’t mean getting rich off the poor people without integrity. Let’s make that clear.)
You’ll be informed and educated, more able to analyze the options available to you to market your services or sell what you offer. You’ll choose marketing and strategies that you feel comfortable with, and you’ll be more able to understand the difference between good and evil – and how it’s all really just shades of the same whole.
Your turn: What specific strategies have always gotten you hook, line and sinker? Which tactics confuse you – how do they work? Why do people fall for them? Which types of sales and marketing techniques really get you upset, and which do you admire? Which tactics do you use yourself, even if you don’t know the name for them?
Oh, and see you next week. We’ll be starting off the series with a real whiz-banger: Urgency.
47 Responses to “Are You Afraid of Marketing or Do Sales Just Turn You Off?”
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Yes, I dislike Marketing. I’d like to be able to just say “Here’s my product, it’s great” and have people buy it. But they don’t. So I have to market. Sigh…
I read ‘Influence’ a few years ago. VERY enlightening! It’s now great to be able to tell telemarketers that I recognise their sales tactics and they won’t work on me. Using the methods to make sales is another matter entirely. It really feels like manipulation to me. I know, I need to get over this.
I’m learning to feel good about what I write as marketing copy. To put in real benefits and not overestimate what ‘could’ happen. I’m comfortable with that.
On the other side, yes I’m guilty of using tactics and ‘stuff’ with other people, especially my husband and daughter. All the time. I know, it’s hypocritical! LOL! I think it’s also human nature.
James,
Good post. Of course like Melinda I’d rather things just sold themselves, including getting The Kid (or the single man) to behave as I desire, but hey, this is the real world. In business and in life, we are selling almost every minute. Okay, let’s enjoy it and do it the best we can.
I really believe in the “seven touches before they notice you” school of marketing, so I’m a slow and steady marketer myself, and most easily influenced by a company that comes at me in the same slow way. I think of it as a seduction and an education (hmm). I’m in no hurry to sell folks. I truly want to make sure we’re a good match for each other. That works when the dollars are in my hand, too—I prefer to be sold by someone who’s in no hurry for me to buy.
Regards,
Kelly
Kelly´s last blog post…Building Your Business With Humility
This is a topic that always gets me going. Being a woman who chats alot with other female entrepreneurs, I find that women can give like crazy, but on the receiving end it is very uncomfortable.
This is how I see selling and marketing and I agree that we are always doing it, mostly unaware that we are doing it. The new release movie that you just watched and you are sharing your thoughts on that movie and you have just influenced your friend into renting it….bang a sale. Now unfortunately you did not get anything out of that other than you feel good that you helped a friend. Ok….so did you feel smarmy over recommending a movie that you liked, no you felt great.
Why is it that some people have such a difficult time recommending their own work. The fruits of their labours….the latest project that they have given birth to….You created it, you know more that anyone how it can help the world.
Here’s where Elaine gets firm but loving……get over yourself. Check your ego at the door and stop fearing rejection. They are not rejecting you they are rejecting your project.
When a sale does not go through people take it personally. Always remember No never means No, it means you went about the conversation the wrong way. So back to square one and rework the question and ask again. Eventually you will get the formula right and as James said it is all about strategies.
So young Luke….Go, find the force within you….. and for heaven’s sake show the world the great stuff you have created.
I market myself so I can market other people. Since I write online dating profiles, I’ve been under attack a few times by people who are pretty angry.
My favorite insult was on the day I had a post make BoingBoing. Someone in the comments there said that I was taking advantage of people with autism-spectrum disorders.
They say that it’s false advertising – that if these people can’t write a good dating profile, it’s because they’re not worth dating. (Seriously, people say that.) It used to bother me, but I can laugh it off now. I interview each of my clients before writing their profile and I know that each of them has qualities that make them worthy of romance. Maybe not romance with someone who is a Grammar Nazi, but romance nonetheless.
Do I turn an asshole into a knight in shining armor? Certainly not. Do I give a helping hand to great people who just can’t figure out how to write about themselves without seeming cocky or cheesy? Every day!
I could be an “evil” marketer and make the asshole sound like a sweetheart. But I won’t. My policy is to take the essence of the person and shine it up a bit. Their true self always shows through – so while a sweet geek will appear even sweeter, the asshole will be a very shiny asshole.
Geek’s Dream Girl´s last blog post…Wesley Crusher, Inadvertently Responsible for the Bloomin’ Onion
The marketing approach that works for me in person is when someone senses whether I want to be approached or not. If I’m approachable, which I usually am, then they use empathy and helpfulness. What turns me off are the people clearly out for a commission or those you can’t shake off with a hint or two. “The key to all this mess of how you feel about specific marketing and sales tactics is knowledge …” That’s been the key to a lot of my fears, such as fear of tax preparation and fear of investing.
Dot´s last blog post…All About Chocolate
@ Geek’s Dream Girl, I really like how you find the qualities in the person that helps show that they are date worthy. So many people think they have nothing to offer to a relationship so they don’t even bother. In reality, I have never met a person who didn’t have interesting qualities to match another person looking for those qualities.
I think marketing is really the same thing. The marketer finds the qualities of the product which will solve a problem for the customer. Very rarely will you sell a product to someone who doesn’t have a problem to solve.
True some marketing actually manufactures the want in the customer but that is no longer marketing. It is now manipulating.
I don’t think there is anything wrong with showing people how your product or service solves their problem.
Agrande@no carb foods´s last blog post…Zero Carb Foods and Glycemic Index
I live in a society with very limited marketing or advertising. It is remarkably frustrating! Everything is word of mouth. T
It took me 6 months of asking before I finally found a shoe repair shop. I was luck enough to sit next to a woman at a embassy function, who knew where one was. The fact I’d started asking people at diplomatic functions about shoe repair shops, is a sign of how desperate I’d become.
In a world without marketing you definitely buy less, but the down side is that when you need to buy something it can be excruciatingly hard to find the product or service you need.
My current question, can anyone tell me where I can get a good haircut for less than the price of an international airfare?
Pal, you’re great. Glad I finally found your blog. Hope this will be an eye opener to many.
Internet Marketing ABC´s last blog post…Mind-Reading Internet Marketers
I’m intrigued by Elaine’s comment … SHOULD different marketing tactics apply to men vs women? Interesting idea, I’m going to have to think about that!
–Deb´s last blog post…Right to Write Right
The marketing strategy that works for me (as a buyer or seller) is the same one that has been working forever:
What’s in it for ME?
We’ll read through the longest and most poorly-written sales letter ever. If it’s about us. And certainly there are methods by which copywriters and ad men make the “you connection” stronger, but the best marketing is always about giving…not getting.
And along those lines, of course there are different tactics of marketing for men and women. Which magazines you choose to run your ad in, which time of day you run your television commercial and which colors you use can all make or break an ad campaign. But that’s not marketing as such. That’s targeting. The marketing is still about YOU and what YOU’LL get from the touted product.
Sex, money, good looks, six-pack abs, fame…I don’t think there’s a damn thing wrong with actively and perhaps even obviously marketing those (no, that’s not me supporting prostitution, you know what I mean), as long as it’s US getting the sex, money and good looks.
@ Agrande – Trade secret!!!! Ha. No, seriously, I just talk to people. I have a knack at getting to the juicy stuff that makes people who they are. Give me an hour with someone in IMs, and I can write ‘em a profile that shows off their best stuff.
Geek’s Dream Girl´s last blog post…It Was Trash From First Hello: Fix Your Dating Email Subject Lines, Guys!
I just picked up a client in the Natural Health field so I’ve been doing some research in how people are selling energy supplement online.
I have to tell you, I’m absolutely outraged at the marketing tactics that have become the norm in the industry.
The basic technique is this…
Let’s say they’re selling the “Live Forever Pill and Fell like your 20 Pill”… which is about as much hype as you can fit into a name.
They’ll take an out of context quote from Oprah, or a video clip from 60 minutes and put it on their landing page. They say, “just enter your shipping address and email and we’ll mail you a free sample so you can see how awesome it is!”
You put in your address (I put in fake info) and click “Send me my Sample”
“Oh wait… We just need you to cover the small, $3 shipping and handling. Enter your credit card info here.”
Fine you say… what’s $3?
So you type it in and hit send just as you notice a tiny pre-checked “terms and conditions” box. If you take the time to read the terms and conditions you’ll learn that the Free trial lasts for 14 days from the time you order (so you have about 9 days to try the product once you get it) then if you don’t cancel you’re going to be charged $79.95 every 30 days until you cancel (on the page it’s written as seventy-nine dollars and ninety five cents so the skimmers can’t pick up the real price).
But wait… it gets better.
Here’s the real kicker. When you call their customer service line during business hours you’re taken to a mailbox that says, “We’re sorry, this mailbox is full and can no longer accept new messages” There’s no real person on the other end… and there never will be. You can’t cancel.
Now that’s despicable marketing… and what’s worse is now I have to market a genuine product with real customer service in a ripped-off and jaded market.
I had a conversations with a marketing group this morning and their rep said, “well yeah, it’s not the best way but it’s getting the best results so we encourage people to do it.”
I wanted to reach through the phone and strangle him.
That’s the kind of marketing that gives us all a black eye…
Henry Bingaman´s last blog post…The Friday Retweet 4-10-09
Ironically, I totally butchered the spelling of that pill name… I guess I was subconsciously mimicking those marketers intelligence.
Henry Bingaman´s last blog post…The Friday Retweet 4-10-09
I have to say, marketing tactics — or I should say “tactics” — have always bothered me. It took a long time for me to discern the difference between persuasion and sleaze, but I’ve finally gotten comfortable with marketing.
For me, it all starts with being genuine. If I have a product that I truly believe in, then I’m actually doing my prospects a disservice if I don’t strongly market that product. If I’m weak or wimpy in my marketing, and Folks don’t line up to buy, then they are losing out on experiencing the great product or service I’m promoting.
Even writing that sounds cocky! But it’s true.
I’ve actually come to enjoy marketing, and treat it as a game — as long as I feel I’m being true to myself, and not leading anyone astray, then I enjoy headline testing, copy testing, and the like. Marketing can be a lot of fun.
Mark Smith´s last blog post…A Total Visual Breath Of Fresh Air
I buy from someone who can engage me in a conversation before actually selling anything to me. I want him to know about me and try to see who I’m and what I’m. And then tell me that a particular product is good for me.
I too enquire about a product with someone who likes me – Whom I can trust that he knows my anxieties (who values money, who doesn’t like any repairs and who wants to use the product for a quite long period of time without exchanging it for new).
Of course, I’ll also do the same. I want my best friend to buy the best products I tested. And quickly spread the news. I’m no impulse buyer.
Marketing jargon and techniques will not effect me.
Solomon
Solomon´s last blog post…Leverage the RAW ENERGY of YOUR SPEECH
@Henry – Wow. That *is* despicable. And those kinds of sleazy sales tactics are exactly why so many people hate salesmen/marketers.
@Mark – I think that’s the best way to feel un-icky about doing marketing: being genuine. If you know that people could use your product/service and that it would make their lives easier, then you are hurting them by not telling them about it.
@Geek’s Dream Girl – That’s a pretty cool gig! How’d you get started with that?
Personally, I’ve never understood the long-form sales letters with the random capitalization, the red headlines, and the highlights. I know that they work; I just cannot fathom WHY they work. They’re ugly and unprofessional (at least to my eyes). I don’t mind the length, just the ugly gimmicks.
@Michelle – The long-form sales letters with all that “eye candy” are designed to keep people reading and that’s about it. Usually in marketing, at least when sales letters are the medium, there are considered to be two types of people:
1 – The super logical guys who will read every word from top to bottom
2 – The more impatient readers who scan and skip around
The sales letters you mentioned keep both parties happy. They’re nice and formatted for the more analytical bunch. But then they offer all sorts of easy-to-scan items for impatient emotional types. You’ll notice too that the highlighted bits, the bullet points, the P.S.s at the end, the sub-heads, etc., are all benefit-rich. So for the scanners, everything their eye skips to is a selling point. It is sort of gimmicky, for sure, but it works like a charm.
I have no idea how to market my site. I write about awakening. It interests only those already interested in it so I’m not quite sure how to attract these people. I’m focusing on content, and I’ll work out the marketing, by reading your witty articles!
Kaushik´s last blog post…Addiction
Wow, what a slew of comments, and GREAT ones! (I knew this was a hot topic…)
@ Melinda – I think that’s what happens many times. People feel manipulated (when it’s clearly visible they’re being influenced) and protest… then they turn around and use the same tactics on loved ones. It creates internal conflict and discomfort. Knowledge is power, so put power back on your side.
On a side note, another commentator here mentioned McDonalds and how no one gets upset at *their* marketing – same stuff as Frank Kern, just performed like an art so you don’t even know you’re being influenced. Something to think about.
@ Kelly – Winning people over can be done immediately (ever like someone on first glance?) or slowly. Either way, it’s all the same strategies (or a combination thereof) presented in different ways. I prefer pull marketing (when you attract a client to you instead of shoving yourself at him) myself.
@ Elaine – You touched on something very interesting – people have trouble marketing themselves because of fear of rejection (often, not always). You’re dead on. If you can’t step up and be confident about what you sell, how can you expect consumers to have confidence in you? Good on you for ‘getting’ that!
@ Geek – Personally? If someone shows up for a date, I expect them to be clean, well dressed, on their best behavior and polished. Genuine, always. But sheesh, put some effort into it. What you do is just that – because online dating often reduces that first impression to just text. Get the text clean, dress it well, put it on its best behavior and polish it. The genuine never changes. Good for you.
@ Dot – You’re dead on. Knowledge and learning more can help you overcome a ton of issues in life. For example, my daughter currently has a fear of tiny moths. So last night, she spotted a dead one and flipped. I picked it up to show I had no fear and said, “Wow, come see this.” Tentatively, she came over. “I’m scared of moths,” she said. “Well, this one’s dead. Let’s learn about it and see if you can become a moth expert.”
She’s now all excited about moths and keen to tell everyone about what she knows. That is the best. Period.
@ Agrande – This is something that many people don’t understand either, and I think you see it. You can’t really market to someone who doesn’t need your solution (well, you can, but it’s a lot of work). This is why anyone marketing anything needs to know exactly WHO their ideal customer is, and market directly to that person.
@ Maree – You should start a shoe repair shop where you are and market the hell out of it. If you had that problem, noticed the lack of suppliers and could see demand… GO!
@ Deb – No, the tactics themselves remain the same – reciprocity, compliance, urgency, etc, remain the same for both genders. How they are delivered and the message they’re wrapped in changes, as each gender has different needs and motivations. Charlie’s right – targeting changes, tactics don’t.
@ Charlie – I’m all about sex, money and good lo- Oh, wait, sorry. Got distracted there.
‘What’s in it for me’ is the best question any marketer could answer. Benefits, benefits, all the way to the ka-ching!
@ Henry – Okay, that’s so wrong on so many levels. (For me, anyways.) That’s a prime example of how marketing can be misused for the power of evil – and ALSO a prime example of how marketing tactics work. If people would learn more about them, they’d avoid rackets like that.
@ Mark – We’re all about being cocky here. (It’s arrogance we try to avoid.)
And you’re dead on. There is a huge difference between persuasion and sleaze. HUGE.
@ Solomon – You mention you’re not an impulse buyer and buy only from those who engage you in conversation – which bank do you prefer? How often did they engage you in conversation? Which fast food chain do you like best? How often did they engage you? Ever get the munchies? What’d you buy? How long did you think about it?
We’re swayed by marketing in more ways than we realize and more often than we realize as well. Sure, there are plenty of times when we can think about our purchases, but there are far more decisions made on the spot than you could imagine.
@ Michelle and Charlie – Long sales copy is a salesman in text. Charlie is partially correct – the longer a person keeps reading, the more likely that person is to buy.
However.
Long sales copy is created to address the consumer’s problem, remind him or her of his pain and discomfort with that problem and provide a solution. The paragraphs address arguments against buying that the reader will have, mentioning them and then dismantling them one by one until the reader no longer has any reason not to buy.
Good sales copy can be f-ugly as sin – but that’s totally irrelevant. If all elements have been included, it will still convert and sell, even with all the red and yellow highlighter.
@ Kaushik – Identify your ideal reader/customer. Why is that person reading? What does he want? What problem does he have? Learn all the demographics about that person – his habits, his lifestyle, his career, his income… the more you know, the more you can narrow right into offering that person a solution.
Ka-ching!
@kaushik hang out where your clients hang out…online of course. Are they reading specific e-zine articles, try submitting your writing there. People buy from people they like and trust. Get out there and make some virtual friends and get in on the conversation.
Also having a clear picture of what your “Ideal Client” is will help in getting you in front of them. I have a clear bio of all my ideal clients in every stream of my business. When you are clear the universe sends you exactly what you are looking for.
Interesting enough that is how I found Men with Pens, they came around at exactly the right time when I was looking to build a company website.
@ Michelle – Actually, I dated someone several years ago who did it. He still does (but mostly works in PR now). When I started Geek’s Dream Girl, I imagined it as being mostly for geek guys (who are adorable and amazing but often left-brainers), but things have grown and now I have OnlineDatingProfiler.com which is more gender neutral. Oh, and might I add *cough cough* OnlineDatingProfiler.com was designed by Harry of…. OMG. Men with Pens.
Geek’s Dream Girl´s last blog post…If A Hot Chick on Match.com Wants To Show You Her Sexy Video, It’s a Trick. Get an Axe.
Oh and before he complains… JAMES HELPED. He was ever-so-helpful.
Geek’s Dream Girl´s last blog post…Geek’s Dream Girl, Now With Twitter Goodness. Tweet Your Bad Self. Right Here. Right Now.
@ Geek – Complains!? No, no, dear heart. I was just coming to NOTE FOR THE RECORD that I’m the grease that makes this smooth machine hum like magic.
Hm. Wait. I don’t like that analogy…
I’m the Overlord that gently rules his empire and blesses those who…
No, wait. That doesn’t sound right either…
(sigh)
@James the shoe problem is not a isolated problem it is the general rule. There is a huge cultural paranoia about sharing of information. I’m still trying to get to the bottom of where it stems from and how to work within it.
Good sales people should be genuine experts at whatever product/service they are trying to sell. Building genuine trust with clients is key and this isn´t a quick process, actions speak louder than words and by remembering this your prospects will end up being clients.
“it takes years to build up a reputation and seconds to destroy it, if you remember that you your business/role will flourish”
Quote by Warren Buffet
calabria property´s last blog post…Goodbye Joyriders in Calabria!
Great article with interesting links. I’ll put these in my favs. Star Wars is cool and there is a Star Wars marathon playing on tv today.
This is my weak spot – marketing and advertising. I agree with Kaushik,” I have no idea how to market my site.” I’ll be paying close attention to the posts and comments too.
Cheers and happy Easter weekend!
Michelle Kafka´s last blog post…Poetry: Neon Nightlife
Oh, do I ever hear you about that. Finally now after a decade or so online…I feel comfortable marketing my skills with the usual copy that people expect, because I have proven time and time again that what I share really helps people achieve their online goals. I really do provide a value-added benefit…it’s not just hype.
Took long enough to give myself permission to do that! ‘Tis always a hero’s journey.
Data points, Barbara
Barbara Ling, Virtual Coach´s last blog post…BAM is the sound of your affiliate commissons scurrying away
Actually, Mark said it best right here:
This is true. It was worth repeating.
Isn’t it weird how so many people try and make you feel bad for doing what works? I just created a product and when I was writing copy I heard from all sorts of people on both sides. I like to think of myself as someone in the middle of it all, but it isn’t easy to do.
I don’t have any problem with marketing and if I made a product I know is good then I don’t have any problems promoting it. Unfortunately, just throwing up a “buy now” link doesn’t work and I think I’d do better for humanity marketing my good products and doing what I’m born to do.
They don’t call them best writing authors…best selling authors is the correct phrase I believe
Nathan Hangen´s last blog post…Michael Stelzner on “Feast or Famineâ€
Ummm….(John looks around)…I see no problems with marketing.
It’s uh, kind of what you do in the world of business.
Charlie said it great: “What’s in it for me?” Couldn’t of put it better myself.
That’s what captures their attention. And once you answer that question for them, you need to create Desire and then Action.
John Hoff – WpBlogHost´s last blog post…The 1st SEO Decision You Should Make To Rank Well In Google
@ John – Once you answer that question, you have to create desire and trust, *then* action.
I think we’re basically talking about the same thing, just I classify “Desire” as basically building trust. You need to make them feel appreciated, safe with your company, and give them a bit of control over their options.
To me that’s building desire which yes, ultimately builds trust.
John Hoff – WpBlogHost´s last blog post…SEO Q&A: Does It Matter Where My Website’s Server Is Located?
Sorry for the extra comment (thought about it after I hit the submit), but we could even break down the “What’s in it for me?” question to two sub questions:
- Do you have what I want?
- Why should I get it from you?
John Hoff – WpBlogHost´s last blog post…SEO Q&A: Does It Matter Where My Website’s Server Is Located?
Love this article! Yes marketing can be scary but it can also be a lot of fun, certainly when it is your own business and your own expertise that you are thrusting into the market place.
I think a comment James left in another post about the chap who owns a convenience store in his town demonstrates his point brilliantly. The store owner knows the demographics, he knows his customers and therefore knows his business and himself just that bit better to get an edge on any competition. It seemed that a lot of his knowledge came from simple, light hearted conversation with his customers, whom probably appreciated the attention and the friendly face.
I believe that the key to succesful marketing and ultimately sales is to be upfront and sincere, a well timed question can kill multiple birds with one stone, don’t be afraid to try a new approach. But always make sure that you live up to the two main criteria: Is it honest? Is it sincere?.
I look at who my clients are – they are people with whom I’ve created a personal connection and shown them directly the benefits of what I do. In my prior business (Professional Organizing), it was the same, or people would see the work I had done with someone else and see the benefit.
The challenge as I see it therefore is in creating that sense of a personal connection. That’s what my marketing needs to do.
And now that I know that I don’t feel all icky about the selling part. I’m just unsure how to make that personal connection with enough clients to fill my schedule…
Alex Fayle | Someday Syndrome´s last blog post…Addicted to Downloading: Procrastinating with eBooks
Hey Alex, get connected with a teleclass. If you get the right person to interview you( perhaps you know someone) it is a great relationship building tool. You can have one on many and you are in charge of the call. It can be a conversation that people listen in on or in can be interactive with Q&A.
Don’t be afraid young Luke…the force is with you….
The Single Most Important Question To Ask If You Have To Sell For A Living.
Ahhhh, sales. As somebody who teaches people and organziations to “sell better” for a living I’ll offer a few thoughts I hope the readers find useful.
First off, people love to buy things but HATE to be sold. This is where salespeople get in trouble fast. They get themselves catagorized as “salespeople” by the things they do and say. As soon as this happens the prospcet has little or no trust in the salesperson and a lot of fear—Fear that they will get “sold” something that may not be in their best interest.
Effective selling has at it’s root effective communication. For effective communication to happen there has to be a level of trust. The most important question to ask yourself if you have to sell:
What is my process for establishing trust with another human being?
If you can’t establish “trust” sales will always be a challenge.
If you want to explore this topic feel free to email me.
Cheers!
ah, marketing always the tricky beast. Thanks for an article that acknowledges the fears and looks for way to make them positive. I think it will always come back to genuine human connection, even in this internet marketing world. Authenticity and Genuine Connection are two keys for my marketing strategy.
This post gave me a much needed belly laugh today, in part because I work in, er, Marketing.
Love the repetiion. A famous ad agency guy named Ted Bates invented that back in the 60′s…. beat the consumer over the head with the key selling idea at least 4 times and they might remember it.
I’ve always found that what works in life works in marketing. Humor got me lots of dates with wonderful women. It gets my clients lots of new customers too.
Love Men with Pens. Keep the great content flowing my way. I look forward to reading the site every week.
Steve
@Steve – I love marketing. I really do. It’s intriguing and interesting and fulfills my curiosity in many ways.
And yes! You’d probably know how many points of contact it takes just to land a sale, so stressing the key ideas several times counts. More than we think
Great topic, Men.
Marketing, sales and the courage to risk rejection, to stand out there. It’s all important, it’s everything and you put it out there clearly… the issues.
And…
I know it’s ALL MARKETING and I also believe that like any product, marketing is a good or bad as it’s intention–or the creators intention. If the purpose to make a product is solely profit, you got problems.
If you market only for profit–problems. The absence of true “win win” intention, or concern / compassion for the consumer / customer is dangerous… pathological actually.
It’s what Henry spoke of in his frustrating horror story of the “Energy Supplements” above.. he’s sooooooo right. My field is fitness, wellness, nutrition and I’ve been in the nutritional supplement business, as a part of that, for 20 years. I helped create the market we see today with the largest sports nutrition company in the world.
And I’ve watched the internet turn an always grey business category (since the first elixir was sold off covered wagons) into a black hole of frightening proportions.
The scam scum that do that Acai crap causes not just marketing a black eye but will end up costing us all freedom to even consume supplements. They sell without integrity… which is to say the steal.
I like to say about those scammers, there nothing creative about marketing when you’re just lying… it takes no innovation to say “Clinically proven to reduce body fat by 30% in 30 days” when it’s just a lie you made up. No genius there.
The result of this is I have the world’s finest, most expensive, small batch built nutrition shake that is REALLY clinically proven in peer reviewed published science and I find myself resistant to sound like the scam marketers when I go to sell…
Yes, my thing but I am being effected by the fear of association… odd… but real.
Thanks for this and hope Henry is finding his way in the madness.
In Strength,
Shawn Phillips
Full Strength Nutrition
http://www.FullStrength.com
Author, Strength for LIFE