July 25th, 2008 Vitaly Grinblat
Here’s a very profound idea about marketing your business.
This one could make all the difference in your response and how people perceive you.
Before I share it with you, I assume you do want to grow your business and your bottom line, right?
Let me illustrate it for you out of my own file cabinet of experiences in sales.
In my previous life, I had to call a lot of prospects and set up appointments to go see them.
Now who likes getting a phone call at their home from a sales person. And then having that sales person come to their house and sit there trying to sell them something (even if it’s good for them and they need it).
So I had to always make it look like NOT a sales situation. Of course when I start talking to them about coming over and meeting with them to discuss their financial situation, they knew that it was going to be a sales call, BUT I always made it look like a very casual experience.
On the phone I would tell them that I’d like to pop by and share some ideas with them. Same ideas that I shared with their friends who thought that you would benefit tremendously by taking a look at it.
When I came over, I always dressed business casual, never a suite. That’s a big no, no. Someone in a suite with a briefcase, has SALESMAN written all over him.
I would talk to them about them and their kids. I’d ask them some questions about their goals and dreams, to make them very comfortable with me, and only then I would go into some of the details of what I do.
I would do everything in my power to make it look like I’m not there to sell them anything.
Let’s go back to your marketing.
Look at your marketing material, however you market. Whether it’s a sales letter, a website, or an ad in the paper.
Does it have SALESPERSON written all over it? Does it smell like someone trying to sell you something?
The minute they sense sales, they’re gone forever never to return again. And you’ve just wasted an opportunity to tell your story.
So look over your pieces, and see how can you make it stand out, and yet be inviting and non-threatening.
Don’t worry about making huge claims and big promises. Everyone does that. Be different and unique.
Make it look valuable.
