The Dying Art of Selling

Wondering where I’ve been?  

I’ve been selling.  Or at least trying.

So I started work at a marketing firm just outside of Downtown St. Louis.  I went in with a year’s worth of eager interest in promotions and advertising.  They threw me into the selling pit.  Entry-level sales.

But what I’ve been realizing is that my department is revered.  At least, within our company.

To some of the clients or prospects I reach, I am just calling off a list and they expect the worst of me.  I feel the guard go up through the phone when I tell them where I am from.  But I what I want to spit out before that guard goes up is, “Hey, no worries!  I read The Go Giver, and I have product passion, and I just want to help people.”

Because I do believe that selling was not meant to be a 5 second payment process.  My role is education, and expertise, and passion, and product knowledge, and service, and sympathy, and being your therapist when you want to let off a little steam about your frustration with the lack of responses you get from your website.  

And that is an art we should keep alive.

The Customer: Your Best Salesperson

Aside

A few weeks ago, a coworker was talking about Panda Express and a new shrimp entrée they’ve released.  Lo & behold, another coworker made their way to the fast-Asian Cuisine chain later that day and purchased the very plate he described.  She joked when she got back to the office that Panda Express should be paying him for bringing in business.  I think there’s more truth to that than she realized.

Word of mouth reviews- the organic and real kind- are the most powerful marketing tools your company will never have to buy.  If you are treating customers well and offering relevant and useful products, that is.

Superior service will always trump gimmicks in the long run.  Because after a while, people will see through a gimmick and hear that their friend’s so-and-so company is great at handling issues, or has a more competitive price, or offers better quality.  Tell your funny cat commercials to fix that one.  As Gary Vaynerchuk so bluntly puts it in The Thank You Economy, “people have a pretty good bullshit reader” these days.  In the transparent world of social media marketing, you can’t sell your gimmicks for very long.  You have to sell your brand, your vision, yourself.

Whether it’ patient representative, educational content, consistent & relevant emails to touch base, or whatever else it may be- those will all outrun an entertaining gimmick that in no way represents what your brand stands for.

Let your food/service/product speak for itself.  Chances are, your customers will soon be carrying your message to their friends.