Cynicism and Marketing, Your Customers/Clients KNOW!

in On Entrepreneurship

Barreling through the net this morning I found a neat little story about Ed McMahon and his sales career (selling pens!) before his other sales career (show biz).

When you present your product, act “as if’ it is the most precious item in the world. For example, Ed McMahon used to sell fountain pens on the boardwalk in Atlantic City long before he became a famous television personality. He learned to hold a fountain pen as if it were a fine piece of jewelry, and he set new sales records in the process. He added more life to his selling performance and more income to his pocketbook.

Perspective #1 says to learn the tricks and tactics to make it appear like you are inspired by your product or service. “Hold the pen just so even if you think it is a piece of crap.” This would be the fast-food, quick-fix … and drop dead of heart disease at a later date model. This is “acting as if.”

Perspective #2 — and the only one I recommend — is to invest the time to discover why what you sell is meaningful to your customers/clients, and why THAT is meaningful to you.

A month ago a coaching client was talking cynically about his clients. What made it worse is that he’s in the tech consulting field, where cynicism from tech-geek to non-tech-client is amplified many times over.

Customers/clients DO pick up on your cynicism AND your PASSION! It DOES count. What you FEEL but don’t say comes across in ways many people don’t consciously recognize, but unconsciously … they REACT to it.

Every time.

So, I had him tell me about the impact his service/Service would have on his clients.

After we got through the fluff … he remembered a client whose business was out of control. The solutions my client put in place, allowed his client to keep his business running and spend more time with his family, as a result. As he’s telling me the story, including a few gooey specifics I won’t go into here, I can hear him warming up.

“That,” I said, “is the position you need to hold when you communicate with your market. Let them feel your passion for THEM, and they’ll love you for it.”

The Ed McMahon story made me think of it. grin

Any comments?

Have things unspoken … but present … kept you from buying OR got you to buy where words alone would never do it?

{ 2 comments… read them below or add one }

1 Anonymous February 7, 2005 at 1:02 pm

Carnival of the Capitalists
Welcome to this week’s Carnival of the Capitalists hosted by Catallarchy.  It’s always a pleasure to participate in the best “carnival” in the blogosphere, and the entries have only gotten better this second time around.  We have 40 outstanding ent…

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2 Anonymous February 7, 2005 at 6:02 pm

Carnival of the Capitalists
Welcome to this week’s Carnival of the Capitalists hosted by Catallarchy.  It’s always a pleasure to participate in the best “carnival” in the blogosphere, and the entries have only gotten better this second time around.  We have 40 outstanding ent…

Reply

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