 |
|
                 
|
|||
Complete Marketing + Business System
|
Marketing
The Real YOU I often wonder how the practice began of pretending to be someone else in order to market your business. You know what I'm talking about -- it's the marketing face, the selling voice, that you often put on in order to attend a networking event or make a sales call. Who taught you to do that?
I have a suspicion where we learn
this behavior. Most of us spend a lifetime observing showroom
salespeople, product spokespersons in the media, and hucksters
on street corners. What we see demonstrated there is artificial
enthusiasm, manipulative use of language, feigned interest, and
in some cases outright deception.
Sounds awful, doesn't it? So why
copy any part of this distasteful way of selling?
Psychologist Abraham Maslow said,
"If all you have is a hammer, everything looks like a
nail." Perhaps we believe this is the only way we can sell
because it's the only way we know. I'm not accusing anyone of
consciously deceiving prospective clients. What I'm suggesting
is that what we do unconsciously and automatically is to behave authentically
around them.
Intuitively, many of us feel as if
something is wrong with this way of operating. When we have to
sell ourselves, we find it unpleasant, disagreeable, even
repulsive. But what if all those negative feelings were simply
because we hate the artificiality and manipulation we think must
be a part of selling?
Imagine what it would be like to
go to a business networking event as yourself. No facade, no
pretension, just plain you. When someone asks your reason for
coming, you tell them the truth. You don't have to claim you
wanted to hear the speaker (if you didn't). You can come right
out and say, "I'm hoping to make some contacts that will
lead to business for me."
You wouldn't have to invent
reasons to start a conversation. You can walk up to someone who
looks interesting and say, "Hi, I haven't met you
yet." If you're shy around strangers, you can tell the
first person you meet, "I'm sort of a wallflower and feel
awkward at events like this. Could you introduce me to some
folks?"
Now imagine placing a follow-up
call to a prospect where you are completely honest. You could
say, "I have some days open on my calendar soon and I'm
wondering if this would be a good time for that project we've
been discussing." Or, "We haven't talked in a while
and I'd like to find out if you're still planning to start the
new training program this year."
I see so many professionals and
consultants struggle with trying to find an "excuse"
to call a prospect. You don't need some manufactured excuse. You
know the reason you're calling. Most of the time THEY know the
reason you're calling. Just say what it is.
Let's extend this same principle
to making a cold call. Instead of stumbling around awkwardly
trying to make a polished -- but unnatural -- sales approach,
imagine yourself saying, "I'm not much of a salesperson,
but I'm really good at what I do. Can we have a conversation
about what you need and see if I'm the right person for the
job?"
If you've been working from a
cold-calling script that makes you flush and get a tight throat
every time you read it, throw it out. Come up with one really
good opening line that feels authentic and gets directly to the
point. Then decide how you will answer -- honestly -- some of
the typical questions prospects ask you. My bet is that your
calls will immediately get easier.
In fact, the more you become
honest, direct, and authentic in all of your marketing, the more
appealing selling will be to you, the more effortless it will
become, and the more success you will ultimately achieve.
Because most business results from building relationships, and
how can you develop a relationship with someone when you never
reveal who you really are?
Yours in truth,
C.J. Hayden, MCC
Did you like this
article? It's just one of the many that are available to members!
Plus, as a member you'll also receive marketing and business
manuals, audio courses and interviews, ready-to-use marketing
pieces, monthly conference calls, and more! Click
here to become a member now
© 2005 ProfitMAX Marketing - All Rights Reserved
|
| ||||
