There's an old adage in sales that nobody really sells anything.
You can only help people who already want to buy something choose
your offer over someone else’s.
It’s not a perfect concept, but that’s for another day and another blog.
But there’s a sound principle at work here.
It’s always useful to think about what will make someone choose you rather than one of your competitors.
Let me give you some clues.
They won’t choose you for your annoying persistence.
For never calling.
Or for not caring.
Remember, we’re in the relationships business.
Nobody wants a stalker.
But they also get tired of people who play hard to get.
So you need to offer support where you can.
Show that you’re always ready.
And make it clear why you’re there.
Don’t be afraid to ask for the business.
As one of my mentors once told me: The salesman’s job is all about the two As.
That’s affable and available, in case you were wondering.
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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