I love reading books, there is something about holding a bound book, and being able to turn the pages that the Ipad just cant compete with. I recently finished rereading Scott Stratten’s book Unmarketing. As I was reading I had one of those ahh haaaaaaa moments that eluded me the first go-around and one I wont soon forget. By the way you can follow Scott on Twitter @unmarketing
“Unmarketing is one of the absolute best resources I own on the subject of building relationships and creating engagements. I highly recommend that you reread it, which of course requires you to read it.”
Scott wrote: “Position yourself as an expert not just a retailer. A retailer wants to sell you something, an expert advises you along the way.” I would like to build on this.
Wikipedia defines an expert as a person with extensive knowledge or ability based on research, experience, or occupation and in a particular area of study. When you think of the word expert, you might think of somebody that is able to apply learned knowledge and you wouldn’t be wrong. But what if we started to think about the word “expert” as a core value and competency. We can call it “expertism.”
From this day forward “expertism” will be defined as the unwavering commitment to share working and applied knowledge with anybody and everybody who seeks to learn about your product, brand, or service with sincerity, passion, and value.
Some time ago I worked for a company that provided an online backup services. The VP of sales thought it was a great idea for the sales staff to attend “sales training” run by a nationally known sales training company. The problem with these types of trainings is that they usually employ out dated sales techniques and methods that simply don’t work, for example.
If you received an email with a subject line that read “I would appreciate some professional courtesy; please get back to me immediately!” what would you do? I am assuming that you would do the exact same thing I would, DELETE!
At first I couldn’t believe what I was reading, so I asked my team to take a look at the email and subject line, their responses baffled me! Not only did they admit that they sent emails out like this on a regular basis, they did so with a sense of pride.
I was assured that this was only done in a last ditch effort to get someone to return a call or email. “Marc it’s not like they were going to return our call anyway, who cares?” You should I replied!
Instead of sales training theses “sales people” needed a crash course in How to treat people with respect 101! Most companies and sales organizations operate with this outdated sales mentality as well so they are in good company.
You are in business to provide a service and to bring added value to peoples lives. You need to give people a reason to do business with you and it starts with becoming an expert in your field, the go-to industry guy.
Provide people a reason to seek you out, when they do treat them with respect. Show them you care.
Most sales people go through their careers not caring about the “prospects” they call, or the value that their service would provide. Hell, most sales people don’t even believe in the product they sell or the services they provide, sad if you think about it.
The sales people on my team were selfish! They cared about their quotas and commissions. Not what was in the best interest of the person on the other end of the phone or the real value they could provide to them.
By the way unless you are a miner in searching for gold stop referring to potential business relationships as prospects, treat them the same way you would treat someone you were interested in getting to know more intimately it makes for a better relationship!
I wrote a post a while back about getting to know your potential clients and customers I highly recommend doing so.
Start practicing “expertism” every day, smile more, be passionate, add value, be an adviser, share your knowledge, be genuine, build relationships, make connections, and most of all care. I invite your thoughts and comments.
I’ve finished the Go-Giver and what resonates with me is the notion that “every giving can happen only because it is also a receiving”.
I enjoyed reading about Joe’s journey in the tranformation of his thinking.
Renee did you read the go giver or Go Givers sell more?
I read “Go Giver”. If you have the “Go Givers Sell More” edition I’d love to borrow it.
Ill lend it to you, I never read the go giver and would like to.
I can lend you “Go Giver” and you can lend me “Go Givers Sell More”. How does that sound?
I will get that to you by next week at the latest I promise
Thanks Marc! I will definitely check out Scott’s book.
I absolutely agree that the term “prospect” and especially the term “prospecting” need to go.
Hi Romona,
There are a lot of things that need to go in terms of sales. Brains on fire is an excellent read as well.
Marc,
Good thoughts… I’d like to add to what you’ve had to say here by saying that the missing ingredient that keeps the marketing mix from proofing is authenticity.
It seems that many businesses are chasing dollars these days and trying to roll in the dough while failing to properly ascribe value to their would be customer. For that reason, I’m convinced that many people today have their walls up when it comes to being sold on anything. It takes a real appreciation for the individual to overcome this. Fakers that don’t take the time to deal with people as individuals just can’t seem to come off as authentic and that’s why we have so many businesses failing today. Corporate cultures that are geared toward processing people like numbers just don’t work. The approaches you advocate for engaging prospects on an individual basis using the new social tools of marketing help overcome this obstacle and can create real relationships and results.
Good points Joel you should read Go Givers Sell More I think you would like it.
Marc,
I just got a copy of the book “Go Givers” as was suggested by several like minded people I associate with.
I agree that good business practices are about building relationships with people, and that is what attracts the people you are looking for.
I’ve only read up to chapter 3 so far, but I don’t want to put the book down. What seems to be resonating with me so far is the Chairman’s statement, “What you focus on is what you get”. I’ve heard and used a similar statement “Thoughts become things.” So both of these statements remind me that it is much easier to to go about life thinking positively than negatively. In return, you’ll have a more sustainable business and life.
I’ll send more resonating thoughts as I get further into the book. I like it so far!
Next read Brains on fire followed by unmarketing
I can read “Brains on Fire” after I read “Go Givers Sell More”.