Don’t you find it amazing that in 2010, people are still using the 1980′s sales and marketing model of pestering and pursuing people?
Here’s the problem with that approach: People hate being pestered and pursued.
For example, I received an email last week, whilst I was on holiday with my wife and 4 year old son. The email started with the line; “I know you are on holiday with your family but…” then he hit me with a sales pitch. He showed me zero respect and instantly alienated me. The same guy then emailed me again today with the same pitch and said he hoped I “respected his professional persistence.” There’s nothing professional about what he did. In fact, the message he gave me was; “Yes, I know you are on holiday but I really don’t give a shit about you – buy this now!”
Permission marketing & professional marketing
For over 2 decades, I have successfully used and advocated the use of, what some people today call permission marketing. Back then, we simply called it professional marketing.
Professional marketing is about treating the marketplace with respect.
It’s about operating with class.
It’s about building a strong, professional reputation.
It’s about building relationships.
It’s about trust.
It’s about professionally researching your marketplace.
It’s about considering the person behind the “sale” and not just thinking of everyone as a number.
It’s about engaging with people, who have a genuine, potential need for whatever you are offering and who have given you permission to market to them.
That’s how to build a very successful marketing function!
It’s ironic when you consider the example I gave earlier of a pushy marketer, but email marketing is one of my favourite forms of marketing. That’s because it lends itself beautifully to the professional marketing model. When used correctly, it can be super-effective and generate incredible results. Of course, very few people use email marketing correctly – choosing instead to buy lists or copy them from websites, and then pester people with unwanted sales pitches. They may get 1 person in 5,000 to place an order, but they will have just sent what felt like spam to the other 4,999!
A company using that approach for long enough, will actually make their prospective customer base smaller and smaller, with each unwanted email they send.
Have you been pestered by pursuit marketers? How does it make you feel about the people behind those tactics? Let us know!
Well said Jim!
Moments before reading this post, I’d just unsubscribed from another list I didn’t know I was on – the email was purely a pitch about their services.
When will people learn that you have to give first? No need to answer that!
LouiseBJ´s last blog ..Who are we trying to fool?
It’s amazing how many people just add you to a mailing list – then send you junk you never asked for, which they claim you subscribed to.
I may start naming and shaming these idiots
Thanks for the feedback Louise.
People say I am nice with telemarketers but I am very short. I usually tell them that I don’t… whatever it is they are selling or promoting and then wish them the best for the rest of their calls.
I don’t respond to anything with blind contacts. With the availability of the web, if I want something, I do the research, select the provider, and make the final agreement to buy or commit. Almost everything I do these days is on the recommendation of others.
I would guess there are plenty of people who do or those kind of marketers would be gone.
Julie Walraven | Resume Services´s last blog ..Are You Growing Weeds or Flowers?
I can imagine you being nice to cold callers, Julie.
I agree about using recommendations as a way to source providers. I do the same.
“Don’t you find it amazing that in 2010, people are still using the 1980’s sales and marketing model of pestering and pursuing people?”
Yes, Jim. When I was first working for myself I joined a business network where that “sales technique” was part of the training. It was very uncomfortable for me and I never could do it. It is much better not to have to beat the prospect into submission, but to be able to establish a real relationship though trust.
Thanks for the tips about email marketing. I am sure it is an area which I should explore. Much appreciated.
Jon Stow´s last blog ..Benefit from being the best
Thanks Jon. There are even companies out there, right now, telling people to push and pester their prospects into submission. What a way to do business eh?
Wonderfully said, Jim! There is an amazing difference between ‘professional persistence’ and being a pest. I truly respect marketers like you who know the difference between the two.
Thanks for a great post!
Good to “see” you again Holli and thanks for the comment
nice post Jim! I try to only subscribe to those blogs and newsletters that consistently have relevant and professional content to my area of work and/or personal likes. When I get marketing messages and invites to join this or that or join in on a teleconference I am not happy! The worst is now the messages on facebook and twitter that are clearly marketing ploys! Sigh … I agree 100% with your words “It’s about engaging with people, who have a genuine, potential need for whatever you are offering and who have given you permission to market to them.”
I’m the same as you Angela; I too subscribe to the things that attract me and am then willing and happy to hear whatever they have to say. All the time they are delivering value, I stay with them.
Thanks for the comment and your kind words.