In case you were wondering how come I have not posted anything to the blog for the past couple of weeks, here’s an update!
Over the past eight weeks, I have been suffering with an increasingly painful trapped nerve at the top of my neck. The end result was that for the past two weeks, I have been totally unable to type with my left hand (hence no posts to the blog.)
After realising that the medication I was on was not going to work, I decided it was time to call in a Chiropractor – and there’s a valuable lesson here, for anyone in sales!
I actually met with three qualified Chiropractors, before picking the one I trusted the most to get me out of pain and mobile again. Interestingly, the one I picked was NOT the least expensive. He was actually the most expensive by some margin! However, he WAS the only one of the three to actually ask me about how the pain was making me feel; how the sleepless nights were impacting my quality of life etc. He engaged me on the most basic level, by connecting with me as a human being. He fully understood my exact position and all the problems the pain was causing me.
Twenty minutes later, he had a new client. Within 24 hours of my first treatment, he had reduced my pain by around 50%, I was able to throw the pain killers away and most important of all, I started being able to sleep again, after weeks of sleepless nights.
There’s an old saying in sales, which tells us that; “you buy the person, not the product / service.” By identifying the impact the pain was having on my life as a whole and showing me genuine empathy, my Chiropractor had set himself apart from the other two people I met. Their talk was all about them, how great they were and how affordable their services were. They came across like salespeople, which is always a mistake, because there’s so much resistance out there to sales / marketing messages!
As Seth Godin, a friend of this blog said recently, “Selfish short-sighted marketers ruined it for all of us. The only way out, I think, is for a few marketers to so overwhelm the market with long-term, generous marketing that we have no choice but to start paying attention again.”
By the way, you REALLY should subscribe to Seth Godin’s blog – it’s excellent!
I have made many, many millions of pounds and dollars worth of sales over the years for my clients and myself and can honestly say, I have NEVER sold anyone, anything! However, LOTS of people have bought things from me!
Enough with the pitches – it’s 2009 for heaven’s sake!
Look for ways to contribute for free to your marketplace. Engage people and show them you understand their ‘pain.’ There’s a recession on right now and many of those in your marketplace are hurting – get out there and find a way to help as many of them as possible. For example, I offer free advice to people via this blog and my marketing newsletter. 95% of the people who read my material never even say thank you or comment here or email me – but that’s not important!
You see, there’s a MASSIVE 5% of people; who say great things about me, who recommend me to their clients and friends, who invite me to speak on their TV shows and radio programs and who pay me to handle their marketing for them. These people forward my newsletter on to other people, they recommend my blog to everyone and they link to me. That’s why this blog as almost 13,000 links, even though it’s just 6 months old.
This is also the reason why I have no advertising on this blog. I don’t want to sell you anything. I want you to come here, knowing that there’s no sales pitch. I want you to know that when I say Seth’s blog is great or that FriendFeed‘s a great service, I am saying it for free, because I genuinely believe it. If you like my work, use my ideas and see great results and THEN decide you want me to work with you, you will have to dig around the blog and find the one page, which tells you about my services.
Some call this approach ‘attraction marketing.’ That’s a fairly accurate description, because it’s an approach to business development and sales, which ‘attracts’ leads, enquiries, sales, orders and new clients / customers – rather than the traditional ‘pursuit marketing’ model. There’s another post all about attraction marketing here.
Have a great day and please feel free to be one of that rare 5%, who forward this post, tweet about it, get in touch or leave a comment!