Do you love making sales but hate selling? You are not alone. Most people feel this way so would rather be known as marketers than sales people. The reason could be that we dislike being sold to. On one hand we feel uncomfortable about being pushy. On the other hand we stand back and admire great marketing techniques. Is it possible to make the sales process pleasurable?
I have observed that those people who enjoy selling make the most money. They feel comfortable about what they do and their customers keep coming back. Such sales people do not communicate the feeling that they are selling something. Instead they are helpfully sharing what they love. There seem to be three characteristics which such people possess. These can be applied to anyone involved in the sales and marketing process.
It is very hard to get enthusiastic about something we have reservations over or never use. If we have to force ourselves to market a product, it comes across that way to the prospect and puts them off buying. If we don’t see the product as a worthwhile thing to own, neither will the potential client. Natural enthusiasm is contagious.
If we are open and up front about what we are sharing there will be a transparency about us which will be attractive to the buyer. Don’t be afraid to mention the downsides. After all, if the product is worthwhile they will be far outweighed by the benefits. Exaggerated claims and misleading information will end up giving the marketer a bad reputation. Honesty in answering questions accurately will instill confidence.
A good marketer knows that only a small percentage of prospects will buy. Their aim is to create a wide funnel to attract a large number of prospects to the offer then filter out people who are not sufficiently interested at present.On the internet an opt in form accomplishes this. In one to one situations a sensitive sales person watches for buying signals. They feed back the client’s thoughts to clarify and answer objections. They will not try to push prospects who are not ready or able to buy. A good marketer will not waste resources on the wrong people.
If you adopt these principles in your sales and marketing endeavors, you will not experience the tension and stress of selling. The experience will be more enjoyable for everyone concerned.
Hate Marketing? Change Your Attitude
I hear from business owners and entrepreneurs all the time: “I hate marketing” or “I’m no good at marketing.”
No wonder they struggle.
Somehow, they’ve wrapped up marketing with some idea of smarmy, manipulative, annoying selling. (While there is a difference between marketing and selling, neither is evil.)
Marketing isn’t this awful, manipulative, necessary evil in your business. It’s not just a way to let people know about you, your company, and your services. It’s bigger than that.
I embrace marketing, and I invite you to do the same. Here are seven ways to change your attitude around marketing.
- Think of marketing as a conversation. Imagine you’re talking to your girlfriend about this awesome, cool thing you’re doing. You wouldn’t clam up, would you? How would you talk about it? What words would you use?
- You have to believe in what you’re selling. If you don’t believe in it, you’ll find it hard to talk about it, and you’ll feel like one of those smarmy salespeople.
- Tap into the service aspect of what you do. If you’re like most entrepreneurs, you do what you do so that you can be of service. If you really feel you can change the world, it’s much easier for you to talk about how your thing (product, service, program) helps people.
- Get rid of the “I suck at marketing” attitude. If you say it – and believe it – then it will be true. Replace with “I’m getting better at marketing all the time.”
- Remember that marketing is really just another way to say “connection.” You’re connecting to people, connecting to your purpose, connecting to your brand of service.
- Create a plan. Then, at some other time, work the plan. It may sound like a mind game, but I find it’s much easier for me to do what I’m told – even though it is I as the CEO who is doing the telling – than to create the strategy and implement… all in one step.
- Immerse yourself in the aura of taking care of people; this is a micro view of being of service. If you think of your individual tribe members as people and that you can help them, doesn’t that change your view of marketing?
Before you write an email to promote your new product or pick up the phone to follow up with a prospect, go through the seven attitude-changers above. Breathe them in. Believe them. Believe in yourself.
Then to market you go.