Hate Selling? I Do Too. Instead Of Desperation, Here's How To Have Fun And Get Sales

(A bit more about the picture below)

When your business is struggling, you need sales. So you try really hard to generate as many as possible.

But the harder you try, the harder it becomes. Your budget is stretched or possibly non-existent. But the more you spend, the harder you try, nothing seems to work.

Now look at it from the other side of the desk. Or the other end of the phone. Or the person reading your advert. Or the prospect at their desk opening your email.

They see desperation. They hear your panic. They sense the over-exertion in your written words.

Your words are screaming out at them to buy. And the last thing they want is to be sold to.

There's a school of thought doing the rounds that the consumer is getting clever. They don't like to be sold to. They want choice. Not pressure.

They are very savvy when it comes to what they want. And increasingly they are switching off from the deafening din of advertisers and marketeers screaming for their attention.

Now how much easier would it be if you simply stopped selling? On the one hand you'd feel a sense of relief. However, where will your enquiries and therefore sales come from?

So the relief would be very short-lived. Nice thought though this "not selling". After all, most people got into business because they had a passion for a product or service they thought they could be really good at delivering. Not forcing people to buy it.

The Power Of A Whisper - Or Even Complete Silence

I was once taught by an amazing presentations expert. A guy called Andy Bounds. He taught a number of things, but one thing I remember was volume. Not as you would expect raising your voice for key points, but the exact opposite.

Instead, build up to it. Just before it, pause.

Then whisper the point. I have seen him do this in audiences of 500+, and everyone listens more attentively to his whispered point. In that moment of silence just before, you can almost see the audience shifting to the edge of their seat, with baited breath, to catch the next bit.

New Marketing Tools, Old Rules

Have you noticed how car showrooms make a point of marketing how pressure-free your visit to look at a car will now be?

They're not stupid. When the concept first came out, guess what? People flocked to the showroom without the commission-hungry salesforce waiting to pounce as they arrived.

Web-sites and local ads still follow the old rules of marketing - grabbing attention (e.g. no sales pressure), generating interest (zero finance deals), desire (right cars) and action (drive it away today with zero deposit).

But the experience is changing at the showroom. It's far more relaxed. They have a cafeteria. A kids play area. You choose when you want to speak to a salesperson.

It's far more civilised. The salespeople also know that the punter is now very clued up. They've often researched what they want. They've already seen a few options they may want on the web-site beforehand.

Not Selling - Instead, Let People Buy From Your Own Showroom

Nowadays, you can work from a cramped bedroom, and still have as impressive a showroom as the car dealer. Instead though, your web-site is your showroom.

Do not break the old rules though. Make sure you include as many reasons to buy as possible. Make it easy to get information and detail. Compare your service and explain why it's the best deal.

But try and do so gently.

A web-site can be a two-way medium. People can ask a question and have it answered. They can request information via email. They can post a comment on your blog or a web-page.

They can interact with you without the heavy sell.

So why not create the equivalent of a cafeteria or kids play area on your site?

You can also "be there" should anyone want to ask a question. But don't sell.

Instead, let them buy.

In fact, why not try not selling at all? Instead create a conversation. Educate. Make them think. Allow them to compare their needs to the products you have.

Be indirect. But signpost paths they can take should they choose to strike out on a journey to buy.

So You Get The Idea, How Can You Apply It?

The picture depicts a family at home all using a PC. It's part of a "conversation" I've started about the pros and cons of being able to work from home.

I don't have a destination in terms of sales. I don't have a cunning plan and flow-chart which tricks the prospective client down an alley only to be ambushed by a sales pitch.

It is purely a conversation. What do they think? Is home-working a good thing or not? Do they have a story they'd like to share?

It's a bit like inviting a huge crowd of drivers to a car showroom to have a chat about the cost of petrol.

With 100 people in a room, you can bet that 1 or 2 will be thinking of buying a car.

And while they're their, a car might catch their eye and they'll buy.

In the real world however, a car showroom would need thousands of people crowded in to chat about cars to get enough passive sales.

But a web-site could have tens of thousands of people visiting at any one time, and if you get enough people who could be potential buyers to visit, you'll get sales.

So Add This To Your Marketing Toolkit - "Not Selling"

Why not run a competition to get traffic to your site? Email prospects, clients and ask them to spread the word.

For the next month, we're doing that - please check this out - in fact enter the competition by commenting, you never know:

Home Working? Busy Bees Or Richard & Judy - Have Your Say

Does It Work?

In short, yes. This last few weeks, I've done nothing but "not selling". I've started conversations. I've invited people to comment on the topic.

I've done it by email alone. I've also done it by emailing and asking people to vote (and check out the site for details).

Our client base has increased by 14% since December. If that pace continues, by December 2008, we'll have doubled in size.

And I haven't sold a thing. I've not even asked anyone to buy. I've simply invited them to the showroom and sign-posted the path should they wish to buy. And they bought - without any pressure.

Try it.

What do you think? Could you start a conversation by email or on your web-site?

If you can't think of anything, try this.

Email your prospects and tell them you're looking for ways to improve. Ask them to tell you what they love about their current provider (of your product/service) because you're looking to improve.

Do not sell. do not say anything else. Just ask for a reply. But include a link to your web-site.

"Curiosity killed the cat"

Discover better low budget marketing techniques - subscribe to receive these articles by email so you don't miss out by forgetting to come back:


Enter your Email





Preview Powered by FeedBlitz

If you found this useful, please help other people find it by hitting the "StumbleUpon" button here: