IM Strategy: The Difference Between ‘Selling’ (Convincing) and Promoting
By Mark A Edwards
Let’s picture this: You are out in public – just moving around and observing. You do not really know what you are looking for sometimes – or whether you are even looking for anything per se (maybe ‘window shopping’). You are just being ‘there’. Someone (or something) pops up and rudely shoves a flyer in your face, pushing their agenda; they force you, whether you like or not to see or listen to their sales pitch. Unpleasant. In the mood to buy? or to ‘join’? Run for cover is most logical. Resistance is the usual reaction to Convincing behavior.
This can also happen when you pick up your own phone and a person or machine starts shouting a long diatribe about something or other, (who listens) — and they go on maniacally reading a script — until you literally have to shout to make them stop after they ignore all your polite, ‘no thank you’s’. Are you in the mood to buy in this atmosphere? Much more likely to slam the phone down and feel perfectly justified.
This is why Internet Marketing is so different from other more intrusive mediums for marketing and sales. It is akin by Sales, but on a very different avenue — (referring to telemarketing (phones); network marketing (more phones and too much to do – conferences, meetings, blah blah) definitely for people who want to work with people directly.
Of course it is still all about networks on the Internet, but the association is more electronic and virtual— however there are still personal relationships. Although it is less personal than talking on the phone or meeting prospects, etc in person (like in retail sales). Of late there has been social networking added to the mix, which is like the new frontier that has always been there (the public at large).
The reason Internet Marketing has some class as sales organizations go is because it is ‘Ethical, and PERMISSION based. We get to ‘opt-in’ (or out); We can control the conversation if we want to ‘unsubscribe’. We can install ‘pop-up blockers’. So we are free and we have a choice. We are not held hostage by pushy sales people.
This relates to the difference between selling and promoting. The strategies with Internet Marketing have always been to build trust and relationship, and give away information for free. Then if the person wants to know more, they come to you because they trust you and (it is said that) they may even ‘subliminally feel they owe you the business if they decide to take action, because you have given them something of value – information, etc and are building a relationship of trust – you responded, you did what you promised).
Yes – when you are a winner they ask you what you’ve got. They want to know more or know they want to get it from you. It is not you pushing it to where you can cause resistence rather than a sale because you have put somebody on a spot to say yes or no right now. It’s not ‘now or never’ – If you insist it has to be right now, then it may be never. If you act natural that is more like networking. Get on the radar and stay on it. See what develops.
If you think about it, it is a whole lot more conducive to a successful transaction for all parties when you are in this position; so far superior to running after people forcing them into a corner to convince them that they need what you have. This does not mean we do not need to be aggressive – nothing spells ‘nothing’ more than ‘passive’ marketing – no matter which marketing medium you employ. While ‘passive income’ rocks, it still needs to be PROMOTED to get the momentum rolling and to keep your ‘well-oiled machine’ running smoothly, as you sustain your level of action consistently. Then as you grow, periodically try to accelerate your level of activity until then that becomes the norm.
Mark Edwards owns http://www.At-Home-Small-Business.com
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